A northern Ontario company makes a big sponsorship splash in the racing scene.
This is a pretty cool endeavor for fans of Heartbeat Hot Sauce and of course NASCAR fans.
The local condiment company announced that they will be a huge sponsor for a driver in the NASCAR Xfinity Series race at the Talladega Superspeedway April 23.
Heartbeat is sponsoring driver Ryan Ellis and Team Alpha Prime as the primary sponsor of his No.45 Chevy Camaro in the race.
For the remainder of the year you will see Heartbeat’s logo on Ryan’s helmet and driving suit as an ongoing sponsor.
This isn’t the first time the the homegrown company has dipped their peppers into big audience sponsorships.
They’ve previously partnered with a UFC Louisiana legend, Dustin Poirier, for Poirier’s Louisiana Style. The recipe is a tribute to his Lafayette, Louisiana roots.
In an interview with Acadia News, creator and founder Al Bourbouhakis, said that this sponsorship feels like they are representing hometown pride of Thunder Bay in the racing scene.
He went on to say that many companies that contact Heartbeat Hot Sauce for sponsorship opportunities, don’t realise that it’s a small business in northern Ontario. Because of their exposure through YouTube’s Hot Ones video from the season 6 hot sauce lineup, UFC Dustin Poirier match-up and now NASCAR; Heartbeat Hot Sauce humbly comes off a bigger player in the land of hot sauces.
When asked about future projects, Bourbouhakis was tight lipped. He did say that Heartbeat likes to say yes, especially when they’re fun. Even though they are a smaller company and marketing budgets aren’t as big as some large scale producers, but they like to get creative and find ways to entice new partnerships.
Heartbeat is aiming high.
