When Sunoco began a 10-year run as the “Official Fuel of NASCAR”, the only visible acknowledgement of this affiliation at the retail level was strings of cheap plastic checkered flags hanging off the exterior of their buildings. Sunoco desperately needed to capture the energy of the sport and celebrate it with their customers and NASCAR fans.
High-octane posters depicting top drivers as ambassadors of the brand were placed throughout the system. This was so successful at getting attention, Sunoco had to reprint to replace what was “borrowed” by rabid NASCAR fans as well as by opportunistic store managers. Like most NASCAR paraphernalia, many of the signs ended up on Ebay.