The first partner for NASCAR Cup Series driver Corey LaJoie and his transition to the Chevrolet banner with Spire Motorsports was revealed on Wednesday evening.
Schluter Systems, an integrated family of products that together form a fully bonded, watertight assembly for tiled showers, will join LaJoie at Spire Motorsport starting in 2021 for a multi-race deal beginning in Richmond.
— Spire Motorsports (@SpireMotorsport) January 20, 2021
The 2021 deal calls for seven races for Schluter Systems to serve as the primary sponsor of the No. 7 Camaro beginning at Richmond Raceway in April. Schluter will also remain on as an associate for the remaining 29 races.
“Schluter Systems is proud to partner with Corey LaJoie and Spire Motorsports for the upcoming 2021 NASCAR season,” said Marco Ludwig, CEO & President of Schluter Systems (USA) L.P./Schluter Systems (Canada) Inc. “There is shared excitement in this new venture, and we see great opportunity to compete at a higher level. We are confident in Corey’s determination to capitalize on the season ahead. The foundation of Schluter’s business model has always been based on strong partnerships and successful innovations and we are confident that we have this in our upcoming season.”
Schluter Systems has been a longtime partner of LaJoie’s, dating back to his time with BK Racing in 2017, before following him to TriStar in 2018 and then Go Fas Racing in 2019.
“The 2021 season marks the fifth year I’ve had the privilege of racing with Schluter Systems and meeting their customers and partners at the track each weekend,” stated LaJoie. “Working with their North American leadership team has been a great experience over the years. It means the world to me that they believe in my career as well as the platform of NASCAR for their partnership programming.”
The deal confirms the first multi-race sponsor for 2021 for Spire Motorsports, with more sponsorship expected to be announced in the coming weeks.
The scheme design is a evolution of the 2020 Schluter Systems design, with the car now adoring a mostly white base scheme with last year’s black flames becoming the more traditional orange and yellow. The square pattern, moving from the sides to the front of the 2021 car, is a key part to the Schluter Systems design. The pattern is a resemblance to the underlayment of shower tile used during the installation of a Schluter System.
Shawn Magee, also known as SMD Racing on social media, is the designer responsible for the 2021 Schluter Systems design for LaJoie. Entering the third season working with the North Carolina driver, Magee carried the flames over to the 2021 car, while keeping the square pattern for the Schluter Systems brand.
“The 2021 Schluter Systems paint scheme may look familiar to those who followed Corey while he was with GoFas Racing in 2021,” Magee told TobyChristie.com. “The new paint scheme incorporates the same flame design as last year but with a slight twist. While the original concept for 2021 was to utilize a black paint scheme with the orange flames, Corey wanted to see if we could make the flames work with a white base instead. The result was a clean, simplistic iteration of the 2020 flame car design that also incorporated the square “ditra pattern” which is specific to the Schluter Systems title underlayment product line.”
The 2021 Daytona 500 is set to go green on Sunday, February 14th at 2:30 pm EST on FOX, the FOX Sports App, and the Motor Racing Network.