Milwaukee—Sellars Absorbent Materials, Inc. has signed an exclusive multi-year licensing agreement with NASCAR. With the agreement, Sellars becomes the only NASCAR licensee for all wipes and sorbent products.

"...NASCAR's audiences and base of fans are the very same customers and consumers using our wipers, sorbents, towels and tissue during the week, both at work and at home," John Sellars, co-CEO and director of sales and marketing for Sellars Absorbent Materials, said in a written statement.

A catalyst to the agreement was Sellars' new colorfast, patent-pending, brand-printing capability. This allows the company to imprint the NASCAR logo on its products.

"Imprinted on our own line of wipers, it will be easy to always include the NASCAR logo and create a powerful brand association," said Sellars.

Sellars expects the NASCAR association to help the company's ongoing efforts to expand in the industrial and commercial markets, and to enter the retail market.

In addition to printing the NASCAR logo on its entire line of wipers, Sellars plans to incorporate the co-branding effort into the company's print and broadcast advertising. The company also plans to participate in retail promotions the licensing agreement offers.

"Our commitment is to deliver the high level of product quality, integrity and performance NASCAR supporters expect from licensees," said Sellars.