search
cart
facebook twitter linkedin youtube instagram Spotify Podcasts Apple Podcasts Spotify Podcasts Apple Podcasts
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • TOPICS
    • Cool Roofing
    • Event News
    • Latinos in Roofing
    • Low Slope
    • Legal
    • Metal
    • Project Profiles
    • Roofing Supply Pro
    • Roofing Safety
    • Steep Slope
    • Sustainable Roofing
    • Technology
  • EXCLUSIVES
    • Best of Success
    • Contractor Profile
    • IRE Show
    • Roofing Contractor of the Year
    • Top 100
    • Young Guns
    • State of the Industry
    • Century Club
  • MULTIMEDIA
    • Videos
    • Podcasts
    • Interactive Spotlights
    • Roofing Quizzes
    • IRE Videos
    • Webinars
    • Photo Galleries
  • PRODUCTS
    • New Products
    • Featured Products
  • COLUMNS
    • Editor's Note
    • Exit Planning
    • Legally Speaking
    • Safety Advice
    • Technical Details
    • Guest Column
  • EVENTS
    • International Roofing Expo
    • Webinars
    • Best of Success Conference
    • Industry Events
  • DIRECTORY
    • Associations
    • Distributors
    • Manufacturer/Supplier
    • Business Services
    • Get Listed
  • MORE
    • Roofing Contractor eNews
    • RC Store
    • Roofing Supply Pro
    • Custom Content & Marketing Services
    • Market Research
    • Sponsor Insights
    • Company Spotlights
    • Classifieds
      • Auctions
      • Business For Sale
      • Business Opportunities
      • Equipment For Sale
      • Positions Available
      • Products
      • Safety
      • Software
      • Services
      • Training
    • Contact Us
  • EMAGAZINE
    • eMagazine
    • Advertise
      • Media Kit
      • Editorial Calendar
      • Contact
    • Archive Issues
  • SIGN UP!

Racing to Win

ABC Supply's Partnership With A.J. Foyt Racing Pays Off

By Chris King
ABC Supply Indy 500

The No. 14 ABC Supply/AJ Foyt Racing Indy Car in pit lane at the Indianapolis 500.

ABC Supply Indy 500

The No. 14 ABC Supply/AJ Foyt Racing team making a pit stop during the 97th running of the Indianapolis 500 on May 26.

ABC Supply Indy 500

ABC Supply associates and their families watch the race.

ABC Supply Indy 500

Josh Duncan, delivery services manager at one of ABC Supply’s Indianapolis branches, attended the race with his family.

ABC Supply Indy 500
ABC Supply Indy 500
ABC Supply Indy 500

The No. 14 ABC Supply/AJ Foyt Racing Indy Car in the pits before the Indianapolis 500. Photo courtesy of ABC Supply Co. Inc.

ABC Supply Indy 500

The No. 14 ABC Supply/AJ Foyt Racing Indy Car in the pits before the Indianapolis 500. Photo courtesy of ABC Supply Co. Inc.

ABC Supply Indy 500

Drivers gather for a group photo prior to the Indianapolis 500. Takuma Sato, driver of the No. 14 ABC Supply/AJ Foyt Racing IndyCar, is in the back row, second from the right. Photo courtesy of ABC Supply Co. Inc.

ABC Supply Indy 500
ABC Supply Indy 500
ABC Supply Indy 500
ABC Supply Indy 500
ABC Supply Indy 500
ABC Supply Indy 500
ABC Supply Indy 500
ABC Supply Indy 500
ABC Supply Indy 500
July 16, 2013

The red, white and blue car from the A.J. Foyt Racing team sporting the ABC Supply logo has become a fixture on the IndyCar circuit, and this year Takuma Sato went into the Indy 500 as the points leader. The ABC Supply car didn’t win at Indy this year, but it took the checkered flag at Long Beach on April 21. It marked the first time the ABC Supply Racing team had topped the podium, but according to David Luck, ABC Supply’s CEO, the investment has been a winner since the company joined forces with Foyt nine years ago.

At this year’s Indy 500, ABC Supply hosted approximately 750 people, including ABC Supply associates, customers and a group of military personnel who had been wounded in the line of duty; the 50-strong group of active-duty military personnel and their guests was coordinated through Wish for Our Heroes. Luck took time out after the race to talk to Roofing Contractor about the motivation behind sponsoring an Indy racing team, the special relationship between ABC Supply and A.J. Foyt, and the benefits the sponsorship brings the company, its associates and its customers.

According to Luck, sponsoring the racing team helps unite far-flung branches across the country. “One of our rationales for looking at something like Indy was, first and foremost, we wanted to differentiate our company from the competition in the eyes of our associates,” Luck said. “So, we did this first for our people. What this does is it provides a unifying branding of our company nationwide. It gives our people pride, it gives them a sense of being different — or the best — in step with our values.”

The race events also provide great opportunities to connect ABC Supply associates with customers. The company estimates that it has hosted approximately 42,000 customers and associates and their families at IZOD IndyCar Series races since 2005. “There are about 19 races this year, and at each of those events, we invite all of our local associates and their families, and we typically have a big tent and entertainment,” Luck said. “We also invite local customers and their families. We give them their own track experience, take them through the garage and the pits, and up close and personal with the team — A.J. Foyt, Team Director Larry Foyt, and the driver this year, Takuma Sato. It’s a great experience, and it has benefits for our customers along with our associates. Behind all of these individual racing events is really the idea of creating a large, extended family with ABC and our customers — that personal experience.”

 

Perfect Partnership

Luck noted that if it weren’t for the opportunity to sponsor a living legend, ABC Supply might not have made the decision to sponsor an Indy car. “One of the reasons that pushed us over the edge was when A.J. Foyt’s team became available,” said Luck. “The reason I was interested in A.J. was because everything about A.J. and his team is consistent with ABC’s core values. A.J. Foyt personifies what’s great about America — pulling yourself up by your bootstraps. And that’s consistent with most of our customers, who are entrepreneurial, self-made people — along with our company and this industry. So it was a perfect marriage of being able to connect with the legend — truly an American legend — and make that experience up close and personal to all of our people and our customers.”

ABC Supply also recognizes some of its customers as “honorary sponsors” of the car with the “Your Name Here” program, which is featured at every domestic race with the exception of the Indy 500. “We put two customers’ names on the car, free of charge,” noted Luck. “They get to be in the garage and get their picture taken with the car, and this is their opportunity to show that car off in their office in a big portrait with their name on it. So it’s really been a fun thing for our customers and our people locally.”

The race events are complemented by Indy show cars that travel around the country. “If we’re doing an open house or a barbecue or something for a customer, a big attraction is to bring that show car in and set it up,” Luck said. “People just line up to get their kids in it and take a picture with the car. One  Indy show car typically travels in the community where the race is that week, and another goes around to all the branches ahead of the race. We’ll set up customer events around the car and the race, and that’s another way we leverage that going around the country.”

Race merchandising and community outreach events extend the impact beyond the track. “We create a lot of pride nationwide by having our employees and customers wear ABC Racing gear,” Luck said. “We have all the ABC racewear — ABC Supply hats, T-shirts and other items, so we leverage that very well.”

The company also strives to support worthwhile programs like Wish for Our Heroes. “One of our core values is giving back,” Luck said. “We’re pursuing a program to leverage our racing as a way to give back, and we’re looking at veterans and a military connection and to have a marquee on the car going forward to draw attention to a giving program that we like.”

These high-profile events are also great ways to attract top talent during college recruiting, noted Luck. “One of our core values is ‘Work hard and have fun,’” he said. “We use this as a way to have fun. We use it as a way to differentiate us as a company to come to work for and make a career with. We use it as a way to differentiate us from the competition — and be a red, white and blue company.”

 

Building Relationships

Luck stated that the company gets tremendously positive feedback about the race events, and contractors we spoke with who attended this year’s Indy 500 were no exception.

“It was an awesome race,” said Nathan Sasse with Commonwealth Roofing Corp., Louisville, Ky. “I just can’t appreciate ABC more for putting this on. It’s a very special event, we enjoy it, and we’ll be back next year.”

Brian Messer of Coomer Roofing in Indianapolis attended the race with his wife. “My boss, Doug Miller, gave me the tickets,” he said. “ABC is a great distributor. They take care of our company, and it’s all a big family. It’s great.”

Tony Angell, a superintendent with Jagoe Homes, headquartered in Owensboro, Ky., attended the race for the first time with his wife. “We had a really good time,” Angell said. “I’m based out of Louisville, Kentucky, and Sean Bridges is my rep. He gave me a buzz and said he had a couple of tickets for us, so here we are. And it was our anniversary yesterday, so it worked out perfect.”

Charlie Winkle, sales manager for Allen Home Improvement in Louisville, has been coming to the race since 1977. “They do it first class, no doubt about that,” he said. “I got invited through Greg Allen, the owner of the company. It was a great race — a record number of lead changes, a record pace, perfect weather.”

ABC Supply’s sponsorship of A.J. Foyt Racing is the second-longest relationship in the IZOD Indy Car Series, and earlier this year the parties entered a long-term contract that will extend at least through the 2015 season. “We’re staying with them. It’s been great for us,” Luck said. “Our people really take a lot of pride in it — especially when we are winning, and when we’re competitive.”

It’s all part of ABC’s overall business strategy. “We believe this investment has had an amazing return for us in terms of accomplishing what we wanted to accomplish,” Luck said. “It certainly has solidified our brand in the industry, and it has certainly given our people great pride. It differentiates our company. In terms of employment, in terms of the industry, in terms of customers and helping us be an extension of their businesses — it gives them pride in being associated with us. When you add in the world-famous A.J. Foyt Racing — being a part of that and having our people experience that — it’s just been incredibly good for us.”

KEYWORDS: ABC Supply Co. Indianapolis roofing distributor

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Chris King is editor of Roofing Contractor. He can be reached at 248-244-6497.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Roofing Contractor Group Publisher Jill Bloom

    Physics, the Power of Authenticity and You

    In February's Publisher's Note, Jill Bloom describes a...
    Editor's Note
    By: Jill Bloom
  • The Family Food Fare supermarket in Midland, Mich.

    ‘Rooftop Ninja’ Discovered Living on Roof, Inside Grocery Sign

    A bizarre tale out of Midland, Mich.: a woman dubbed the...
    Roofing News
    By: Bryan Gottlieb
  • A before and after heat measurement comparison

    How Hot is Too Hot in the Attic?

    If the ventilation is working, how hot should the attic...
    Columns
    By: Paul Scelsi
You must login or register in order to post a comment.

Report Abusive Comment

Manage My Account
  • eMagazine Subscription
  • Sign Up for the eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Roofing Contractor audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Roofing Contractor or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • An overhead view of a residential block
    Sponsored byCBIZ CompuData

    From Spreadsheets to Strategy: How Roofing Companies Can Transform Financial Operations

  • Snow Guard Solutions for Metal Roofs by S-5!
    Sponsored byS-5!

    Safeguard Your Building: How Snow Guards Prevent Costly Roof & Property Damage

  • A hand holding a wooden block that reads 'EVOLVE'
    Sponsored byWatercress Financial

    Embracing Change: A New Era for the Roofing Industry

Popular Stories

Agentes de ICE arrestaron a casi una docena de empleados de una empresa de techos en Lowell, Massachusetts. Los arrestos son parte de una redada federal más amplia contra la contratación no autorizada y las violaciones migratorias en Boston.

ICE Redondea a Equipo de Techos Afuera de Boston

Florida has become the focal point for construction-site raids, attracting national attention and altering labor dynamics throughout the industry.

Florida Emerges as the Epicenter of ICE Raids

QXO CEO Brad Jacobs will share the company’s strategic vision today at the Wolfe Research Global Transportation & Industrials Conference in New York following its acquisition of Beacon Roofing Supply..

QXO’s Brad Jacobs Charts Growth at Wolfe Research Conference

Roofing Contractor Webinar

Events

December 3, 2025

The Premier Roofing Conference: Best of Success

Join roofing professionals from across the nation at the 2025 Best of Success conference, the ultimate destination for roofing professionals seeking the latest industry insights and networking opportunities. Pick up strategies for critical challenges like workforce shortage with innovative solutions, explore the latest advancements in roofing technology and sustainable practices, and gain valuable insights from industry leaders on navigating the evolving roofing landscape.

View All Submit An Event

Related Articles

  • Best of Success

    Best of Success Seminar: Use Creative Communication to Win Customers

    See More
  • Roofing to Race, Racing to Roof: Bliss Roofing Company

    See More
  • ajft

    Racing Legend A.J. Foyt to Appear in ABC Supply Booth at IRE

    See More

Related Products

See More Products
  • performance

    Performance-Based Building Design: From Below Grade to Floors, Walls, Roofs, and Windows to Finishes, 2nd Edition

See More Products

Events

View AllSubmit An Event
  • August 20, 2025

    Win The Storm 2025

    Are you ready to elevate your storm business?Then join us at the new Win the Storm 2025. You’ll take part in three powerful days of industry-shaking secrets, champion-making speakers, and incredible networking opportunities. You’ll connect with the best vendors in roofing. You’ll experience company-shifting talks with trailblazing experts. And you’ll build lasting relationships among your team and with other pros in the storm industry. You can’t miss the new Win the Storm.
View AllSubmit An Event

Related Directories

  • Estimating Edge

    Estimating Edge, a Foundation Software company, has provided commercial construction takeoff and estimating software for the roofing, fireproofing, interior and exterior finishing trades for 30+ years. Their products, which include The EDGE Estimator, EDGE Onsite and EDGE SmartTakeoff are trusted by estimators to produce quick, accurate estimates that win bids. Visit www.estimatingedge.com
×

Be in the forefront of the roofing industry!

Join thousands of professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing