A NEW LOOK FOR
TRUE VALUE IN MODIFIED RACING
On Saturday, February 27th, the Modified Racing Series (MRS) officially
announced that an agreement had been reached with Bob Valenti Automall.com
as the title sponsor for the series 2010 race season. An MRS meeting was
held at the First Annual Racer’s Expo at the Best Western Royal Plaza Hotel
in Marlborough, MA. Thanks to sponsors such as Viveiros Insurance and
Hoosier Racing Tires, attendance was free for fans, drivers, mechanics and
race teams alike.
There were approximately 100 people present for the MRS meeting.
Once again this year, series founder, Jack Bateman, facilitated the meeting
with the series team members supporting him.
Bateman revealed the series new logo and then welcomed the new
title sponsor on board. Bob Valenti, business Vice President, is very
enthusiastic about becoming part of the series as its title sponsor. Being
in both the car business and having employees that race are factors that
influenced his investment decision for the series. “Cars have been my life
and our family. We have an excited about racing and felt it was a good
series to get involved in. Jack (Bateman) is a good guy and runs a good
series and we just thought that it might be great to be a part of that.”
“I have a lot of employees that are involved in racing too,” said Valenti.
“Dennis (Perry) races and I have other employees that follow it and about it
so I figured it ties everybody right in to it. So we thought it would be a
good opportunity for us.”
The family owned and operated Bob Valenti AutoMall business is based in
Mystic, CT., and Westerly, R.I., and specializes in new and pre-owned
vehicle sales and service. “We have one in Westerly, RI, a Toyota and
Subaru. Then the main auto mall which is in Mystic is Chevrolet, Ford,
Chrysler, Dodge, Jeep and Volkswagen dealership. And we also have Volkswagen
down in Old Saybrook, CT. So we have a few locations.”
Once the Sponsorship official announcement was completed, the
meeting continued with series business and announcements. Long time sponsor,
John Holland, Sunoco New England Race Fuel representative, outlined the fuel
plan for 2010 and Sunoco’s continued commitment to MRS. The new gas program
will start with the third race of the season at Monadnock. With a formal gas
program in place, Holland stated that he will work with teams on price and
supply to make the plan work for all.
Bateman finished off the meeting by provided a high level overview
of series rule changes and announcements that covered some of the following
- Roof Amendment
- Tire rules and the change to a 30 left and 45 right tire
- Qualifying and starting field procedures.
Bateman, noted that the official rule book will be posted to the
MRS website shortly.
As February comes to an end, we are all counting the days until
racing begins. The roar of 2010 spring thunder will start in New England as
the MRS return to Waterford Speedbowl as part of the track’s Budweiser
So get ready to put those snow shovels away and get your race gear out.
MORE ON THE MRS TITLE
SPONSORSHIP AND THE COMPANY THAT STEPPED UP
TO CONTINUE THE TRUE VALUE IN MODIFIED RACING
Getting involved as the MRS title sponsor is a major commitment to
racing. But has Valenti himself attended a lot of the race events?
“No, I have not but I will from now on. I go to some of the Waterford
Speedbowl races because we have sponsored them for the last ten years or
better with a pace car. Now I will start going to these races. I know that
my guys do. I know that Dennis does. And I am sure that I will get more
involved that way.”
With the economy down and car sales down, could this
sponsorship be an opportunity with a win-win situation for both the series
and the Valenti family?
“I think so. We try to keep our name out there as many places as we
can and I know that race fans are very loyal to their sponsors and all. We
try to support them and I am sure that they in turn will try to support us
This year Stafford Speedway, another Connecticut race track
was added to the schedule for the Modified Racing Series. So how important
to Valenti AutoMall was the plan for six Connecticut based MRS races this
“I guess it is important because it is Connecticut and our name is
known around in Connecticut. But it is all of New England. So it is good to
keep our name out there around New England. And Waterford Speedbowl is right
local to us too.”
How did the deal between MRS and Bob Valenti AutoMall come
Valenti was quick to answer this: “Dennis (Perry) who races and has worked
for me for twenty years kind of put it together with Mark.” Mark J. Hann,
President and CEO of Victory MotorSports Marketing Services, LLC, is the
newly named marketing specialist for the Modified Racing Series.
“Dennis had contacted me via e-mail back the first week of December and one
thing led to another,” said Hann. “We had a few meetings and it all came
about. They saw the opportunity coming on board in the series and it all
As the Business Development Manager of Bob Valenti AutoMall, Perry was key
to bringing his employer and the series together. Coming from a family of
racers, Perry was looking for a new marketing opportunity for the business.
“The True Value Series was an excellent series. And I have been racing for
years and years. When I found out that it (MRS Title Sponsorship) was
available and I saw that they had signed Stafford (Speedway), I went to Rob
and told him that I thought it was a phenomenal opportunity for our
dealerships to get into.”
"The old True Value was an excellent value. There is a lot of
exciting racing and a lot of cars. It fits right in with what we have with
our dealerships. We have a lot of exciting cars and we sell a great value.
That is reflected in one of our slogans. “Money means Value”. So it is a
phenomenal tie together. I think that you will see an excellent marketing
Will Perry, a racer himself, bring a new race team to the MRS?
“I am looking for a ride right now. I am working on it. Right now,
my plan is Thompson, Stafford and Waterford. Just three shows. Hopefully
more, but that is what I am working on for right now.”
Source: Denise DuPont
/ The ChromeHorn.com