Dayco Australia has developed a strongly recognised presence in Australian and international motorsport over the past 15 years

This leading global engine component manufacturer continues to successfully use this highly competitive, visceral and exciting marketing platform to ensure the Dayco brand remains at the front of mind of automotive technicians, parts re-sellers and DIY enthusiasts across the region.
The 2024 season has seen the Dayco logo once again prominent in Porsche Carrera Cup Australia, the world’s fastest one make motor racing series, with long term Dayco ambassador and consistent top three racer, David Russell.
This season extends this highly successful relationship to an impressive 14 seasons together, with almost 50 podium finishes and top three championship results ensuring not one television viewer or event spectator misses the Dayco brand message at the front of the field.
The Dayco driver has joined forces with a new team for 2024, the Queensland-based Tekworkx, an extremely talented single car Pro category team that includes one of the most experienced race engineers in the business, Paul Ceprnich.
This year has already been particularly successful as “Dayco Dave” has raced to an overall round victory in New Zealand and a podium finish in Townsville, keeping him in the championship top three as the series’ second half beckons.
Dayco has also grown its presence in Supercars by doubling the exposure on both Blanchard Racing Team (BRT) Ford Mustangs, driven by 2010 Champion James Courtney and exciting young Western Australian rookie Aaron Love.
With bold windscreen banner signage on both of the team’s Supercars, Dayco’s presence has never been stronger in Australia’s most popular motor racing and the world’s most competitive Touring Car category.
There is no doubt Dayco’s Supercars involvement has been an important part of the company’s Australian and New Zealand marketing strategy over the past decade.

Trade customer recall and the brand awareness generated continues to grow with each season.
Having a major brand association with one of the most well known drivers in the sport (James Courtney) is also a positive media exposure generating factor, while the company is also excited to be involved at the start of a new Supercar rookie’s career with Aaron Love.
This partnership extends Dayco’s branding reach to a broad demographic of motorsport enthusiasts and automotive technicians, parts re-sellers, workshop owners and just about everyone in between.
Dayco also continues its long and successful involvement with Monash University and the Monash Motorsport Formula Student team that competes against other universities from Australia and all over the world using their own designed internal combustion engine and electric powered racing cars.
Dayco says it is proud to support these young and highly competitive stars of the future by supplying engine and cooling components to Monash Motorsport, while also assisting them with engineering solutions to specific technical challenges.
The forthcoming Sandown 500 and Bathurst 1000 Supercar endurance races will also see a third motorsport marketing component come into play for Dayco, as ambassador David Russell seeks to go one step better than his fourth, third and second place finishes at Mount Panorama over the past four years which have seen some demand for his services at this year’s great race.
He will join forces with the relatively new and exciting PremiAir Supercar team paired with the talented James Golding who has enjoyed strong Bathurst performances in the past.
According to Dayco Australia and New Zealand Sales Manager, James Barrett, the company’s motorsport program has grown to become a major pillar of the company’s marketing strategy.

“The Dayco motorsport marketing program has and continues to be a very exciting and highly effective tool in promoting our premium quality aftermarket products directly to our trade customers,” James said.
“Motor racing is where we can reach the majority of our trade customers and there is no doubt that the high profile Carrera Cup and Supercar sponsorships generate significant brand recall.
“We also place a great deal of emphasis on directly promoting our involvement to our customer base, leveraging the national television, online and print media coverage that we gain from our motor racing based marketing assets.”
Dayco APAC Aftermarket Managing Director, Arnold Mouw, believes the company has also benefitted greatly from its long term ambassador relationship with “Dayco Dave” Russell.
“Our long and highly successful personal sponsorship of David Russell has always over delivered on results and media coverage, as he continues to race competitively every season, no matter what he is driving,” Arnold said.
“Dayco Dave also gives us the excellent marketing cross link between Porsche Carrera Cup and Supercars, along with his GT racing in the Bathurst 12 and Six hour GT and Production Car races.
“He has also raced successfully with Dayco support in international GT racing which has enabled us to share the marketing collateral gained by these events with our international regional marketing teams.
“We currently share several marketing assets generated from the Dayco Australia racing program with Dayco globally, which are used to great effect at trade shows, on social media and for other trade marketing purposes.”

For more information, visit www.dayco.com