New Holland Agriculture in Brazil will accelerate on the tracks of the main South American motorsport competition, the Stock Car Pro Series. With a belief in sports as a tool for social transformation and well-being, the CNH Industrial brand wants to strengthen its connection with sports and its commitment to social responsibility.
The debut will be on April 23 next on the mixed circuit of the Ayrton Senna International Circuit in Interlagos (SP), Brazil. The brand will be present together with one of the most experienced drivers on the grid, Rubens Barrichello, who has 18 years of experience racing in Formula 1, besides five Brazilian karting titles and a Stock Car two-times champion, won in 2022.
“Resilience, dedication, excellence, and professionalism are some characteristics that athletes and farmers have in common. We, as a brand, are also inspired and driven by challenges, sharing the same values. This way, we want to show the strength of agribusiness beyond the agricultural borders and value the fastest growing segment in Brazil,” says Paulo Máximo, Commercial Marketing Director of New Holland Agriculture for Latin America.
New Holland will also sponsor the pilot Kaka Magno, who competes in the Stock Car Series Light category. Kattlyn Magno, Kaká, from Curitiba, Brazil, has been driving racing vehicles such as karts and touring cars for 14 years, including participating in races in Europe. In 2022, she participated, among other competitions, in the 500-mile go-kart race, which took place in Interlagos.
As explained by New Holland Agriculture’s Brazil Marketing Manager Carolina Brandão, the support to motorsport, especially to Kaká Magno, is a way to reaffirm the brand’s strategic positioning in valuing the role of women in agriculture and beyond. In 2019, New Holland launched the #ÉTEMPODEMULHER movement, which aims to encourage and value the importance of women in the field with engagement actions.
“We want to encourage and recognize this diversity and stimulate female protagonism. We value the history of Kaká, who is one of the few women in motorsports and who continues to fight for more space fighting for more space in a sport that is very competitive. This also inspires us to keep going ahead,” says Carolina.
Encouraging sport
New Holland Agriculture is a frequent supporter of various sports. Recently, the brand announced its sponsorship of the Brazil Cup 2023, the most democratic Brazilian soccer championship, together with its sister brand New Holland Construction. At the beginning of the year, it was also the official sponsor of the main tennis tournament in South America, the Rio Open 2023, which took place from February 18 to 26 in Rio de Janeiro (RJ). The brand also supported in 2021, the Nitto ATP Finals, a traditional European tennis tournament, held in Turin, Italy.
In 2022, New Holland Agriculture was also present in one of the main competitions cycling competitions, the Giro d’Italia, which is one of the most prestigious annual events in the world of cycling. Lasting three weeks, it is usually the first cycling event the year, followed by the Tour de France and the Tour of Spain.
In soccer, New Holland Agriculture, besides having sponsored the Turin Juventus team between 2007 and 2010, also supported the Juventude team (RS) in 2021 and 2022, during the Gaúcho Championship, the Brazil Cup, and the Brazilian Championship.
