Supporting an Icon

Seeing Wilson Security Racing on the Championship table with three entries – two Ford and one Holden – is rather unusual.

However, Wilson Security CEO John McMellan feels V8 Supercars is the perfect platform to raise his brand’s profile. And if there’s anything better than reaching fans of one manufacturer – it’s reaching the fans of two.

When it was originally announced Wilson Security would sponsor Dick Johnson Racing at the beginning of 2013, it was a short-term deal. After all, the company’s program with Brad Jones Racing on David Wall’s #21 Holden Commodore – and across the other two cars in the team – is a long term plan.

However, the DJR cars continue to sport the branding and with Chaz Mostert’s great debut with the team, there’s even more appeal for a sponsor.

Another connection to DJR for Wilson Security was the existing brand ambassador sponsorship with John Bowe, who has a long heritage with the team.

“We thought it was the right thing for us to step in (with DJR),” McMellan said.

“It was really about supporting an icon of motorsport – the need was there and we were able to help out, which started as a short-term opportunity… We saw the opportunity to see Dick Johnson Racing as a Queensland business, and to drive commercial outcomes more focused on our Queensland business.

“And like any traditional fanbase, we’ve got Ford and Holden supporters, so we keep everybody happy from that aspect too.

“But certainly the commercial outcome and Dick Johnson’s team has done a very good job of working with our Queensland business on making sure we get the benefits and value we need out of that.”

McMellan described DJR’s bringing Mostert into the team as having “tremendous appeal”.

“Our whole program over the last six years has been built around supporting young drivers and Chaz is a real character,” he said.  

“Chaz has sort of been waiting for his chance and in working with DJR we were able to assist in giving him that opportunity – and he’s taking that with both hands.

“He’s doing a really, really good job and that also fits with our focus on developing young drivers and building young talent across both our organisation and what we do in racing. So that’s been another good benefit.”

McMellan felt V8 Supercars was the right platform to grow his brand given the national exposure it provides, for most of the year; and the fact it is “bipartisan, for want of a better word”.

“If we supported an AFL team, for example Richmond, and they were playing in Perth, our Perth customers wouldn’t want to go and sit in the coach’s box of Richmond,” he explained.

“Whereas to go to a V8 Supercars race, they all like the cars and while they may be a Holden, Ford, Nissan or Mercedes supporter, they will still go and enjoy it.

“And when you offer them a ride in the car, they don’t give a stuff whether it’s a Ford or a Holden!

“(There’s) the duration of the season – if you look at AFL or cricket you get a quarter or half a year, whereas this pretty much goes the whole calendar year.

“Building programs that engage our customers, staff and give us media and brand profile – V8 Supercars is an unparalleled platform to do that.

“If you compare us to any other sporting code, you’re not able to tick all those boxes, so that’s why we’re here.”