Dead On Tools

HB&M Sports served as the agency of record for the inaugural Dead On Tools 250 at Martinsville Speedway, in addition to partnerships with Richmond International Raceway, Darlington Raceway and Our Motorsports driver of the No. 02 Chevrolet Brett Moffitt


For its maiden motorsports activation in 2021, Dead On Tools partnered with HB&M Sports for comprehensive support of its league, team and track relationships. Purposeful ideation, calculated strategy, efficient execution and measurable brand exposure of Dead On Tools hand tools, tool rigs and work gear was the primary objective.

The crown jewel of the program was the Dead On Tools 250 xfinity series race entitlement at Martinsville Speedway. This coveted playoff event included fan interaction at a custom designed midway display with product-specific gaming and education, premium prizing and special guest appearances. The activation also parlayed to digital influence through a race ticket giveaway in September and a Dead On Fan Vote in October. Fans also experienced the impact of Dead On Tools through No. 02 show car placement, program advertisement, radio interviews, venue signage and public address announcements.

Dead On Tools customers from around the country were treated to a first-class weekend of entertainment and premium at-track experiences including pit box race viewing, waving of the green flag, grand marshal car rides and more. HB&M Sports was honored to lead the charge on all aspects of this successful event weekend activation.

Dead On Tools also expanded its reach beyond the footprint of Virginia with a partnership at the historical Darlington Raceway in South Carolina. In addition to at-track elements, a special collaboration was coordinated between the NASCAR Foundation, Darlington Raceway, Dead On Tools and HB&M Sports to build a backyard play set for a deserving young lady fighting childhood cancer. The event provided a priceless gift for a child, while garnering earned media coverage for Dead On Tools and cherished memories for all of those who helped build.