Rheem Manufacturing Co. will sponsor the Richard Childress Racing No. 29 car during the NASCAR season. The car is driven by NASCAR Busch Series Champion Kevin Harvick

Rheem Manufacturing Co. will sponsor a racer in this season’s NASCAR Nextel Cup Series.

The company has announced its sponsorship of the Richard Childress Racing No. 29 car for the 36-race season.

The manufacturer said that its sponsorship will provide Rheem with a platform to strengthen and build new business relationships with distributors and contractors, as well as increase national consumer visibility of the Rheem brand.

As the major associate sponsor, Rheem will be featured prominently on the lower rear quarter panels of the car and on the suit of that car’s driver, Kevin Harvick, 2006 NASCAR Busch Series champion.

The new relationship started at the Feb. 18 Nextel Cup Series opener at the Daytona 500.

“We are excited about this sponsorship and will fully leverage it through numerous initiatives focused on reward, recognition and new programs for Ruud and Rheem distributors and contractors,” said J.R. Jones, Rheem president. “Rheem Manufacturing is a customer-focused company committed to listening and responding to customer needs and saying ‘thank you’ for helping us grow. Hosting customers and other special guests at all 36 Nextel Cup Series races this season is a natural for us and we look forward to utilizing our sponsorship to build even stronger relationships with our distributor and contractor partners.”

“Our entry into major motor sports through this exciting new sponsorship with Richard Childress Racing marks the beginning of a new era for Rheem Manufacturing,” said Stewart Farwell, CEO of Rheem. “Rheem shares many of the same traits as RCR and Kevin Harvick: a rich history of leadership, constant innovation, and an intense passion to be the best and win.”