WIX Filters announced the company’s 2024 campaign to connect and engage with its target audiences through a series of sponsorships in motor racing, outdoor sports and recreation, and automotive DIY that will extend through the end of 2024.

WIX Filters has reached a series of agreements to promote its premium filtration products through Dreyer & Reinbold Racing/Cusick Motorsports, Major League Fishing, the PBR Camping World Team Series, the National Tractor Pullers Association, PowerNation Studios automotive entertainment programming, and coverage of NASCAR and NTT INDYCAR SERIES races on NBC and USA Network the company said.

The campaign will reach nearly 160 million spectators and viewers throughout the U.S. over the next six months, the company said. It includes broadcast, streaming and website ads, event signage, social media engagement, retail store meet-and-greets, on-vehicle promotion, community activations, and other co-branding opportunities.

“WIX Filters has a long history of reliable performance in the most demanding conditions – dust-filled construction sites, muddy racetracks, endless crop rows, bumper-to-bumper gridlocked traffic, and countless other punishing locations,” said Tina Davis, senior marketing manager for WIX Filters. “These sponsorships have been chosen to share our story with the fiercely independent people who roll up their sleeves every day on the job, skin their knuckles maintaining their own vehicles, and then play just as hard as they work.”