COLUMBUS, Ohio (May 25) – This weekend’s CoughlinCars.com 100 JEGS/CRA All-Stars Tour presented by GM Performance Parts race at Columbus Motor Speedway underscores the relationship between JEGS and the Championship Racing Association.
JEGS is headquartered in Delaware, Ohio, making Columbus Motor Speedway the home track for the leader in high-performance auto parts. JEGS.com also backs the No. 1 Chevrolet of driver Cody Coughlin, the grandson of JEGS founder Jeg Coughlin, Sr.
But the partnership between JEGS and the CRA All-Stars Tour goes further.
“We got into the circle-track market with Cody,” said John Coughlin, one of four sons of Jeg Coughlin. “He wanted to get into circle-track racing, and we thought it would be fun to race with Cody. When we did that, it came natural to get into the aftermarket world of circle-track and start stocking some product and selling product.
“To really do it right, we thought it would be good to get involved with a series, so we got involved with the CRA Series. It’s really worked out really well. The series does a great job, and it keeps growing and growing. We’re really excited to be a part of it.”
CRA Series Director Glenn Luckett is thrilled to have JEGS as a partner, too.
“It gives us a name that people recognize,” Luckett said. “Not only can we market the series, but we can use their name to market the series, too. That helps the exposure level with the racers and with fans both. And the race tracks have a name associated like that that’s so recognizable.”
The JEGS name has been associated with drag racing for many years, but the company hopes to further expand into circle-track racing. Partnering with the CRA helps in that endeavor.
“We’ve had a pretty strong name in drag racing and also with street performance,” Coughlin said. “I’d like to think we added some credibility to the series, along with GM. It’s worked out well. Our circle-track product line has been growing, and the series has been growing as well. I think it’s worked out well for both of us.”
That’s the key to any solid relationship, Luckett said. Both parties have to see value, not just one. Both sides of the JEGS/CRA All-Stars Tour do see benefits of their partnership.
“It’s got to benefit both sides,” Luckett said. “You just can’t go out and sell sponsorship any more. You have to work and make it mutually beneficial. It’s not just slapping a name on it. You have to work to build their business for them. We’re part of their marketing program to build their business. It’s not just a check.
“It’s also not just the exposure we get with them, but they’re racing with us every weekend. We can work with them on stuff hand-in-hand because they’re right there with us. They understand the racing business. It’s a lot easier to communicate with them. There are opportunities to do other marketing with them being with us at every race.”
Another side to this weekend’s race is the Coughlin Automotive Group, which sponsors Saturday’s race. Interestingly, the family who owns the Coughlin Automotive Group is no relation to the Coughlin family who owns JEGS.
“We actually do quite a bit of business with the Coughlin Group,” John Coughlin said. “We sell a lot of GM Performance products, and we buy all of them through Coughlin. They’re a great family, and we’re excited to be involved with them. It’s more than just a business relationship. They’re a great family. They’re a lot like our family, where it’s second-generation and third-generation. They enjoy the racing.”
Also entered are Hoffman and Josh Nelms, fourth and fifth in the standings, respectively.
Leading a contingent of Ohio drivers is series regular Ali Kern of Freemont, Ohio, one of two female drivers competing this weekend. The other is Taylor Ferns.
Pit gates open at 12:30 p.m. EDT Saturday, with the first practice at 3 p.m. and qualifying at 6:15. The race program starts at 7 and will include the Columbus Motor Speedway Late Models, Modifeds, Sport Stocks and Compacts. More event information is available atwww.columbusspeedway.com. More information on the JEGS/CRA All-Stars Tour presented by GM Performance Parts is available atwww.craracing.net.
Media Note: Additional information is available at the following locations:
Scott “Woody” Woodruff
JEGS, Director of Media & Motorsports
Office: 800-345-4545 (#3, ext. 412)