DAYTONA BEACH, Fla. – NASCAR and Blue-Emu have announced a multi-year agreement designating the company as an official partner of NASCAR, Martinsville Speedway and the Motor Racing Network.

As part of the agreement, Blue-Emu will serve as the entitlement sponsor of the NASCAR Cup Series spring event at Martinsville Speedway, with the Blue-Emu Maximum Pain Relief 500 debuting under the lights on Saturday, May 9.

“Blue-Emu’s integrated NASCAR approach will take center stage at Martinsville Speedway under the lights,” said Frank Kelleher, senior vice president and chief sales officer for NASCAR. “Combining the massive reach of NASCAR with fan sponsor loyalty provides partners an attractive platform to grow their brands.”

In addition to the Martinsville Speedway race entitlement, Blue-Emu will actively engage fans at NASCAR tracks across the country by providing product sampling opportunities.

The pain relief company is no stranger to NASCAR. They currently work with NASCAR Hall of Famer Rusty Wallace and have sponsored multiple teams dating back to 2014.

“NFI Consumer Products has been a fan and friend of NASCAR for a number of years, so this sponsorship is a natural expansion of that partnership. The NASCAR fan base has been a strong and loyal customer of Blue-Emu and we believe they will help us continue to grow as a national brand,” said Susan Gregory, CEO of Blue-Emu. “The highly anticipated Blue-Emu Maximum Pain Relief 500 at Martinsville Speedway, debuting under the lights, will highlight our track partnership and provide a new opportunity to showcase our products and engage with consumers.”

The Blue-Emu product line is a top-selling emu oil brand in the United States and recently announced a multi-year partnership with Major League Baseball, which included exclusive deals with 13 of its clubs.

As part of the NASCAR agreement, Blue-Emu’s Original Super Strength will serve as an Official Partner of NASCAR, Blue-Emu’s Maximum Pain Relief Cream as the Official Pain Relief Cream of NASCAR, Blue-Emu’s Continuous Spray as the Official Pain Relief Spray of NASCAR, and Blue-Emu’s Patch as the Official Pain Patch of NASCAR.