Coates Hire has stepped up its investment in V8 Supercars by taking naming rights sponsorship of the Sydney 500 from December 4-6.

Coates Hire has entered into a multi-year agreement to take primary naming rights to the event, which was last year backed by NRMA.

The equipment and temporary infrastructure company is the official hire equipment firm for the championship.

The Sydney 500 move adds to the company’s existing position as naming rights backer of the Ipswich Super Sprint at Queensland Raceway.

“With the new naming rights agreement for the Coates Hire Sydney 500, the relationship between Coates Hire and V8 Supercars will reach beyond 15 years – beginning in 2002,” V8 Supercars commercial director Matt Braid.

“Our fan base provides exposure for Coates Hire, with strong alignment to our key demographic, marketing to our audience makes fantastic sense for Australia’s largest equipment hire company.”

Coates Hire Group marketing manager Jeremy Hill said: “Our equipment and event expertise is what helps V8 Supercars events around Australia happen and we’re proud to play such an integral part in providing the equipment that allows these sensational events to come to fruition.

“With the championship to be decided at the Coates Hire Sydney 500 in December, we expect even more excitement and fantastic results for our continuing partnership with V8 Supercars.