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MILFORD, Ohio — The Gulf brand is making a comeback in markets it left more than 20 years ago with the help of a new partnership with Lykins Energy Solutions.
Lykins reached an exclusive deal to represent Gulf Oil in the greater Cincinnati and northern Kentucky area. "The Legend is Back" advertising campaign is set to begin in early March.
The partnership with Gulf Oil gives Lykins the exclusive rights to the Gulf brand in the greater Cincinnati market and also allows for growth throughout the United States. Lykins plans to maximize this opportunity by partnering with existing and new station owners in greater Cincinnati, northern Kentucky and southern Indiana to start.
Lykins has operated in these markets for more than 68 years.
"Lykins will be offering Gulf branding opportunities to area station owners starting immediately. Existing and new-to-industry opportunities still exist for qualified partners. Lykins expects to have dozens of locations branded Gulf in the next few years, with a goal of over 100 [branded locations] for the Cincinnati market alone," said Greg Belisle, vice president of sales and procurement for Lykins Energy Solutions.
The relationship between the two companies dates back 60 years. Lykins Energy Solutions (formerly Lykins Oil) operated one of the first Gulf stations in the Cincinnati market in 1953.
"The Gulf image is bold, bright and new, but still has the nostalgic look of the 1950s. My family is proud to have them as a partner again. The Legend is truly back," said Jeff Lykins, president and CEO.
Milford-based Lykins Energy Solutions is a family-owned and -operated business. It serves customers in Ohio, Kentucky and Indiana, as well as throughout the Midwest and the Southeast United States. The company represents five major brands: Gulf, BP, Marathon, ExxonMobil and Shell.
Framingham, Mass.-based Gulf Oil Limited Partnership operates as a wholesaler of refined petroleum products. It distributes products through a network of gasoline retail centers. Gulf acquired the rights to expand the brand nationwide on Jan. 12, 2010.