FAIRFAX – Mobil has always known how to brand itself through television. The idea? Don’t engine up your name everywhere, but instead attach your name to television shows that reach a key opinion-leading segment of your target market. Hence the once sponsorship of Mobil Masterpiece Theater (no longer sadly) and now Mobil 1 The Grid.
ExxonMobil’s new, weekly 30-minute television series devoted to motorsports will debut on SPEED at 1 a.m. ET on Friday, March 27. It is named after Mobil 1, the world’s leading synthetic motor oil.
Developed in partnership with Sunset & Vine, a sports television distribution and production company, Mobil 1 The Grid includes features, personality profiles and the latest news from motorsports circuits around the globe, including American LeMans Series, Mobil 1 Porsche SuperCup, Indy Racing League, NASCAR and Formula One.
“As the world’s leading synthetic motor oil, the Mobil 1 brand has long enjoyed a major presence in the world of motorsports and has been the lubricant of choice for many successful racing teams around the globe,” said Lawrence Kearns, Global Automotive Marketing Manager, ExxonMobil Lubricants & Petroleum Specialties Company, in a press release.
Mobil1 is the “Official Motor Oil of NASCAR,” and used by the Vodafone McLaren Mercedes’ F1 team and Penske Racing’s IRL and NASCAR teams. Mobil 1 branded motor oils are the only lubricants used in the Mercedes-Benz engine of the Vodafone McLaren Mercedes MP4-22, driven by Lewis Hamilton.
Future episodes of “Mobil 1 The Grid” will run on SPEED: Saturday, March 28, 12:30 a.m.; Friday, April 3, 12 a.m. and 4:00 a.m.; Saturday, April 4, 1:00 a.m.; Friday, April 10, 4 a.m.; Sunday, April 12, 10:30 a.m.; and Friday, April 17, 1 a.m.