• May 8, 2007

Chevron Global Marketing has signed a new agreement between Chevron Products Company and Primedia Enterprises, the licensing and merchandising division of Primedia, Inc.

As part of the deal, Texaco with Techron will be the first-ever official fuel sponsor for seven of Primedia's auto buff books: Motor Trend, Automobile, Truck Trend, Sport Compact Car, European Car, Motorcyclist and Dirt Rider.

The deal makes Texaco with Techron the official fuel in comparison tests conducted in the United States for the publisher's road test editorials. Texaco also gets print and online advertisements and point-of-purchase displays.

This new venture is part of Texaco's move to reinforce the brand's latest global advertising campaign. The brand's re-launch, centered on the theme of "People in the Know Trust Texaco," kicked off in April 2006, three months before Chevron gained U.S. exclusive rights to the Texaco brand, which it formerly shared with Shell.

--Karl Greenberg