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For Immediate Release
Contact: John Lanctot
Maximum Marketing
(312) 768-7376

Federated Guests Enjoy Action-Packed Federated 400


STAUNTON, Virginia, September 20, 2016 - An enthusiastic contingent of Federated members, customers and vendor partners enjoyed a fun-filled day at Richmond International Raceway (RIR), culminating with Denny Hamlin capturing the checkered flag in the “last race before the chase,” the NASCAR Sprint Cup Federated Auto Parts 400.

“It was a very successful Federated 400 race weekend for our members and their guests,” said J.R. Bishop, motorsports and event marketing director for Federated. “We started the weekend off with a charity golf outing on Friday and ended with a driving experience on Sunday. In between, Federated guests enjoyed the events in the new hospitality area and saw some action-packed racing. We’ve gotten so much terrific feedback from those in attendance that we’re already thinking about next year’s race.”

Federated, in its fifth year as title sponsor of the NASCAR regular season finale, debuted the new expansive RIR Federated Hospitality Pavilion where over 2,000 Federated guests enjoyed race day festivities and attended the Federated Vendor Expo. At the expo, participating Federated supplier sponsors, including Airtex, BCA Bearings, Dayco, Denso, Dorman, East Penn, Federal-Mogul, Gates, Hastings, KYB, Peak, Raybestos, Remy, Standard, Stant, Tenneco, Trico, VDO and Wix, displayed products, presented programs and interacted with Federated members and customers.

Popular Federated spokesperson Kenny Schrader was on hand to meet and greet hospitality guests and, the day after the race, Schrader hosted a driving experience at the track. Among those in attendance for the race were Federated Car Care customers who participated in Federated “Suite Deal” promotions. As part of their prize package, the “Suite Deal” winners watched the Federated 400 from a luxury suite courtesy of participating Federated vendor sponsors.

“We want to thank our participating vendor partners for all they do to help make race weekend such a tremendous success for our members and customers,” continued Bishop. “We also want to thank Dennis Bickmeier, president of RIR, and his entire staff for making this another memorable Federated Auto Parts 400.”

About Federated
Federated Auto Parts, headquartered in Staunton, Virginia, is one of the largest auto parts distribution and marketing organizations in North America. Federated is dedicated to supporting its customers with quality name brand parts, programs designed to grow their businesses, and experienced people who are knowledgeable in today's evolving automotive technology. For more information, visit

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