Pro Stock star Enders unveils brand-new approach to fund her race team
HOUSTON (March 26) — Pro Stock driver Erica Enders has taken control of her racing future by assuming the responsibilities of vice president of marketing of Master Formula Xtreme Polishes, Waxes, Cleaners, and Sealers. The agreement will allow the most successful female Pro Stock racer of all-time to resume her driving career in an Allen Johnson-powered Stratus R/T.
Unlike traditional motorsports marketing programs that promise sales results in exchange for up-front sponsorship dollars, Enders plans to use her unique familiarity with millions of race fans and the business community to bolster the Southern California-based company’s bottom line. As sales of Master Formula products increase, a percentage of gross revenue will be allocated to funding her on-track activities.
“We are delighted to associate ourselves with a proven professional like Erica,” said Clarence Larkins, CEO and Founder of Master Formula. “After meeting with Erica and her father Gregg, along with their team of business and marketing professionals, we’re confident Enders Racing can help us take our company to the next level very quickly.
“For 20 years we’ve sold our products directly to our consumers. We’ve had some small distributors but nothing to the scale of the Erica and her group have created. Their connections in motorsports, and in the business world in general, will put our great products into the top distribution channels nationwide. It’s very exciting.”
Although she’s just 24, Enders already owns every performance record for female Pro Stock racers. She’s raced to two final rounds, one low qualifier position, 23 elimination-round victories, and the quickest and fastest pass ever recorded by a woman with her best of 6.603 at 209.62 mph.
She’s proven to be equally adept in her promotional roles, taking several different products to markets, many of which are populated by the audiences she generated with the Disney Channel movie about her and her sister Courtney’s racing endeavors entitled Right On Track. Since its release, more than 85 million people have viewed Right On Track, placing it among the top-three movies in Disney Channel history.
With Master Formula, Enders plans to re-brand the company’s three primary products — Metal Gloss, Sealer Gloss, and Cleaner Gloss. Her will include additional car care products, point-of-purchase displays with both smaller and life-sized cutouts of Enders in her racing gear, direct sales kiosks at POWERade Drag Racing Series events, a dynamic e-commerce portal, unrivaled PR and media activation, and an aggressive live appearance schedule at participating stores, manufacturing plants, schools, and trade shows.
“It’s time to take control of things and prove that a racer can grow a sponsor’s business before they ever spend a dollar to put a car on the track,” Enders said. “The surest way to keep a sponsor is for them to have a vested interest in what you’re doing to help them for many years to come. Once we add ESPN2 telecasts and put the car in front of the loyal and supportive NHRA fans, these great products should do very well in the stores and catalogs.
“That’s especially true in these tougher economic times. A sponsorship has to make fiscal sense regardless of what you accomplish on the racetrack. In this case, our racing program will merely enhance what we will already be doing for Master Formula. I’m finally using all the marketing stuff I learned at Texas A&M. It’s empowering and a lot of fun to control your own destiny.”