Monster Diesel appeared as primary sponsor on Michael Wallace's Nascar Nationwide Series car this weekend for the first time as it launches a new partnership.

The brand will also be primary sponsor for the February 27 Sam's Town 300 at the Las Vegas Motor Speedway, televised live on ESPN. It will then have an option to secure the rights for ten subsequent Nationwide Series races. Industry sources said the initial deal is worth around US$150,000.

Wallace boasts over 600 Nascar starts and over 300 wins in the Nationwide Series, Camping World Truck Series, Arca Racing Series, and other stock car events.

"Nascar's fan base is one of our target markets," said Christina Angel, director of marketing for Monster Diesel. "Nascar enthusiasts make up one of the most knowledgeable sectors of society in regards to engine performance and mechanics. They have the base knowledge to appreciate Monster Diesel's differentiators."