Longtime Partner True Value Sponsoring Return of IROC

True Value is proud to once again partner with IROC (International Race of Champions) to celebrate the best of the best in the racing world at the upcoming IROC event scheduled for July 19-20 at Lime Rock Park. True Value was a title sponsor of the IROC Series for decades, with the final year of the partnership in 2003. This is the first IROC event in nearly 20 years.

“True Value and IROC are synonymous brands across racing and hardware, so it is truly incredible to be an integral part of an iconic event,” True Value CEO Chris Kempa said. “Our partnership brought joy, enthusiasm and a deep connection to community to our stores, as we all rallied behind champions of their sport. We are thrilled to not only welcome the return of these legends, but to continue to serve as part of their legacy.”

More than a dozen original IROC cars sporting the True Value brand will be on display at this fan-forward event. Legendary drivers who raced these cars will also be in attendance to celebrate with fans. Additionally, the event will see the return of beloved staples of the track, including the True Value toolbox in the paddock.

“The primary objective of our IROC event at Lime Rock Park was to reignite the passion and excitement racing fans have for the legendary IROC brand. With today’s announcement, we have taken that one step further by rekindling one of the most iconic partnerships in motorsports history with True Value and IROC,” said IROC Co-Principal Ray Evernham. “True Value and their customers supported IROC for many years and we are grateful to have them involved as we bring IROC back to the track."

Among the returning cars and distinguished drivers will be former IROC series competitors:

Drivers

o Mark Martin – 5-Time IROC Champion
o Bobby Labonte – 2001 IROC Champion
o Al Unser Jr. – 2-Time IROC Champion
o Geoff Bodine – 1987 IROC Champion
o Ken Schrader
o Geoff Brabham
o Davy Jones
o Greg Biffle

Cars

o Red #5 Dale Earnhardt IROC Gen 3 Camaro
o Green #1 Mark Martin IROC Avenger
o Orange #1 Dale Earnhardt IROC Avenger
o Yellow Al Unser, Jr. IROC Avenger
o White #5 Danny Sullivan IROC Avenger
o Silver #6 Jeff Gordon IROC Firebird
o Black #1 Bobby Labonte IROC Firebird

Drivers will once again have the opportunity to sport True Value gear, and several local True Value store owners will attend the event in celebration of its return.

“As True Value celebrated 75 years last year, and as we refreshed our own iconic brand this year, we reflected on legacy and the partners who have made it possible,” Kempa said. “IROC is essential to the history of True Value, and we’re proud to be part of its future.”

ABOUT TRUE VALUE

True Value Company, headquartered in Chicago, is one of the world’s leading hardlines wholesalers. The globally recognized brand with over 75 years of experience proudly carries a legacy of empowering independent retailers within their local communities, becoming a symbol of strength and resilience that customers recognize and trust.

True Value Company has an international network of 4,500 independently owned and operated stores that are committed to providing customers exceptional products and expert guidance for their DIY and home maintenance projects.

While retaining an independent spirit and community focus, operations have vastly expanded, providing local stores the freedom to stock essential products and offer services for business growth, all while maintaining the trusted legacy brand.

True Value is not just a chain of stores, True Value is your trusted partner for all things hardware.

ABOUT IROC

IROC (International Race of Champions) is a series that held races from 1973 to 2006, which brought together the greatest drivers from all forms of motorsport to race identical cars on historic tracks for an all-star extravaganza. In early 2024, NASCAR Hall of Fame member Ray Evernham and former NASCAR Cup Series team owner and venture capitalist Rob Kauffman founded IROC Holdings LLC and announced they had acquired the rights to the IROC brand. The return of IROC to the track this July marks the first step in revitalizing this iconic brand.

-International Race of Champions Press Release