Jan. 18, 2011 — BASF Automotive Finish will be the official sponsor of the 34th annual NORTHEAST Automotive Services Show, the Alliance of Automotive Service Providers of New Jersey (AASP/NJ) announced Tuesday.

It is the first time in the show's 33 years that one company has sponsored the entire event.

“Having BASF come on board to sponsor NORTHEAST 2011 just adds to the national influence and perception our show is gaining,” said Jeff McDowell, president of AASP/NJ.

The global chemical company’s decision to sponsor the event was an easy one, said Darlene Eilenberger, marketing director for BASF. She said it gives the company a chance to reach customers who might not be able to travel to the annual NACE or SEMA events, where BASF has had displays in the past.

“The NORTHEAST show is an optimal place for us to catch up with our customers in the Northeast region while showcasing our newest products,” Eilenberger said. “Given the increasing growth and influence of NORTHEAST, we wanted to show our support of this year's event in a big way.”

NORTHEAST 2011 will take place March 18-20 in the Meadowlands Exposition Center in Secaucus, N.J. For more information, go to aaspnjnortheast.com.