Lucas Oil Products will make “a significant investment” in the male-targeted network MavTV over the next four years as part of a comprehensive strategic agreement, officials said Monday.
The two companies will be working together on original HDTV programming, sharing production facilities in Atlanta and Los Angeles, and coordinating joint marketing and promotional campaigns.
Lucas Oil has established itself as a top-selling additive line in the trucking and automotive retail industries, and their high-performance line is available nationwide in every major automotive retail store and truck stop.
In addition, Lucas is heavily involved in motor sports, not only are they one of the largest sponsors of motor sports events in the country, they produce hundreds of hours of motor sports programming through Lucas Oil Studios.
“Lucas is the perfect partner for us as we head into the launch of our HD feed,” MavTV President Steve Smith said in a prepared statement. “Their production team is tremendously experienced and operates with state of the art HD equipment. We will now have production facilities on both sides of the country including two HD trucks which will enable us to make available an extremely robust line up of HD content targeting men”
Lucas Oil Products, based in Corona, Calif., was founded by Forrest Lucas and his wife Charlotte. Lucas Oil also has facilities in Canada, Europe, Latin America, Australia, Ireland and Asia.
“Having the ability to work with MavTV to extend the reach of our originally produced motorsports programming and gain additional marketing exposure in countries where our products are sold makes this a win/win for both company’s,” Bob Patison, Lucas Oil executive vice president, said in a prepared statement.
With a variety of original programming that includes series like American Tailgater, Bikini AllStars,, Ultimate Combat Experience,, and now Lucas Oil MotorsportsEvents, MavTV continues to grow and will be adding an HD feed in June.
"Our goal is to embrace the partnership formed with Lucas Oil Products, Inc. to extend their brand and sales throughout the world on the multiple media platforms that already carry the MavTV brand,” MavTV CEO Steve Severn said in a prepared statement.