April 22 2010.

Santa Pod Raceway may already be the home of Europe's fastest cars - but it's now also the home of possibly the World's fastest hand cleaner - Fast Orange! The technician's favourite, alongside associated brands like NOS Octane Booster will be promoted in a multi-platform media campaign created by parent company Permatex.

The deal runs for the whole of the 2010 show and race season and sees the two popular brands heralded from startline hoardings and billboards as well as featuring prominently on Santa Pod's own radio station, Nitro FM and in printed show programmes.

However, it's not just a branding move, with show-goers and racers now able to purchase both of these quarter-mile essentials from the Pod Shop during any show weekend.

Commenting on the partnership, Gurpreet Pawar, ITW Permatex's Marketing Executive said: "The main reason we decided to sponsor Santa Pod Raceway was because we believe it has the best fit with our objective to increase brand awareness. We also hope to build product affinity by encouraging trial and adoption of our automotive maintenance range. The deal also allows us to participate in four key events and maximise our PR activities in a core market place for our products throughout the entire season."

For Santa Pod, Sponsorship Manager Caroline Day said. 'Permatex is a fantastic brand fit for Santa Pod. Not only are they our neighbours, having their Head Office just down the road in Rushden, but their principle products are already firm favourites with our visitor demographic. Their banner placements should net them some superb TV coverage throughout the year, and with 350,000 potential visitors through the gates this year, we're expecting brisk business in the shop too!'

For more details on Santa Pod events and race meetings, please click to or call the team on 01234 782828.

For more information on Permatex products call 0870 458 9686 or visit the website at