Thursday 5 November 2009

WD-40 scores 180 with darts sponsorship and sales

It’s game on for one of Britain’s most famous brands, which has stepped up to the oche by announcing a fantastic year of sales as well as a major sports sponsorship.

The world number one lubricant company, WD-40 has seen sales and profits continue to grow despite difficult trading conditions over the past 12 months.

European managing director, Bill Noble, believes this is down to people making do and mending items rather than buying new.

He said: “It appears that in the recession, more people than ever are making do and mending which is great news for us, as it has meant our sales have been boosted. However, this growth has not been a sudden trend as the European operation has tripled its sales over the last decade and this is expected to continue over the next few years. Europe has grown to around a third of Group sales (approx $100m) with a significant portion of that from the UK.

“This seemed an ideal time to strengthen the brand even further and we are delighted to announce the sponsorship of the world number three darts player, James Wade. He is not only the perfect role model for WD-40, but he is also an ex-mechanic who is aware of the brand and its benefits. We are confident that our partnership with James will help us reach an even wider audience.”

WD-40 is behind the ‘new face’ of darts until at least the end of 2010, for a significant five-figure sum.

Picture shows Bill Noble, European managing director, WD-40 with James Wade, darts player.

Issued by WD-40 marketing support. For further information please contact Hazel Crawford-Upton or Richard Knowles at Connect PR on 01902 714 957 or email or

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