NHRA Story
C&L signs rider Johnson
Tuesday, June 01, 2010


Pro Stock Motorcycle racer Steve Johnson has signed an associate marketing/sponsorship agreement with C&L Companies of Urbandale, Iowa, and its consortium of motorcycle aftermarket parts companies.

Said C&L CEO Curt Leaverton, “Steve brings the kind of experience and enthusiasm to C&L Companies that will ultimately provide our products and services with the national exposure we’ve been seeking. For all of Steve’s successes on the track, which includes things like winning the NHRA U.S. Nationals and all of those top 10 points finishes, it’s the professionalism that he brings to his marketing work that really got our attention."

Hotcams, Hotrods, Pivot Works, Cylinder Works, and Vertex Pistons, all of which build parts primarily for use on dirt bikes and quads, are listed under the C&L Companies umbrella.

“We’ve been paying attention to who the fans are at the NHRA Full Throttle Series races,” Leaverton added, “and that group not only includes a lot of motorcycle riders, it also includes a lot of dirt-bike riders, and that’s the group we’re hoping to make a positive impression on.”

C&L and Johnson will work to target motorcycle dealerships and aftermarket outlets in the marketing area of future NHRA Full Throttle Drag Racing Series events that would benefit from hosting a personal appearance by Johnson’s Suzuki Pro Stock Motorcycle team.

“We’ll bring in our rig and race bike for a special day with the fans during which we’ll demonstrate every aspect of our operation,” said Johnson from his Irondale, Ala., shop. “We’ll do things like teaching a Starting The Race seminar in which we’ll show riders how we have been successful being quickest off the starting line, and we’ll certainly talk about safer and smart racing. We’ll work with the dealer to set up a special promotion on all C&L Companies products during and in the days surrounding our appearance, and we’ll also have a drawing for some great prizes, including VIP passes to the races. Everyone who attends one of the appearances will also get VIP passes to our pit area at the races, where they’ll get a behind-the-ropes look at what it’s like to compete on the NHRA Full Throttle Series tour.

“I learned how to ride on a dirt bike,” he added. “When I’m not racing, you can find me racing on the tracks with my buddies on my Suzuki. There were a ton of C&L products on the bike long before I had any contact with Mr. Leaverton, and people who know me know that I wouldn’t recommend something I didn’t know from personal experience to work like it’s supposed to.

“In a tight economy, it’s going to be neat showing people how they can make their dirt bikes better and faster by just servicing their bikes with the right parts. And then having an opportunity to talk about NHRA while thanking the dealers, distributors, reps, and customers just makes this program really solid.”

Johnson will make his first NHRA Full Throttle appearance on behalf of C&L Companies at the United Association Route 66 NHRA Nationals presented by Miller Welders in Chicago June 3-6.

“I can’t wait!” Johnson said.