SKF/Penske relationship

For 16 seasons, HB&M has grown and managed the SKF Racing program – from its days as a North American program to its current global span. Today, HB&M and HB&M Sports work together to organize and execute at-track events to entertain more than 1,000 customers from around the world.


Since SKF’s involvement within motorsports, our agency has negotiated partnership contracts with NASCAR Sprint Cup, Nationwide Series and IndyCar teams. SKF’s partnership agreement with Penske Racing now includes sponsorship of the entire racing organization, two primary sponsorships in the NASCAR Sprint Cup Series, two co-primary sponsorships in the Nationwide series, and an aggressive technical partnership. HB&M also handles concept and design of the SKF car paint scheme to align with SKF’s brand, design of driver/team uniforms, management of photo shoots, development of collateral materials, integration of sponsorship program into sales collateral, and development and execution of promotional programs utilizing the racing partnership.

Additionally, our team manages all SKF at-track events. From hospitality events, to promotional programs to customer meet-and-greets, we coordinate chalet rental and ticket procurement, arrange driver and TV personality appearances at the hospitality chalet or suite, pit/garage tours, driver/personality meet-and-greets and transportation. To communicate the results of the program with SKF’s internal personnel, HB&M writes a weekly racing recap and distributes it to SKF’s 45,000 employees worldwide and also executes events at local facilities around the country with show car appearances, hauler visits and appearances by drivers.