ICI Paints' Glidden Co. business, Cleveland, announced that it will become an associate sponsor of Joe Gibbs Racing on the No. 20 Home Depot Pontiac driven by Tony Stewart, and Glidden said it has launched a new promotional relationship with NASCAR. Dan Bonini, senior vice president of Marketing for ICI Paints, said the company perceives "a genuine affinity for NASCAR in the professional paint community." He added, "Not only does this allow us to build the brand of Glidden Paint, but it allows us to support a very important customer of ours, The Home Depot." Bonini said Glidden sees core NASCAR fans as "do-it-yourself (DIY) consumers."