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Closing Bell

Hisense Expected To Announce Further Investment In NASCAR

China-based Hisense officially begins its foray into NASCAR on Saturday with the Xfinity Series Hisense 250, and the consumer electronics brand is expected to announce further investments in the sport this weekend. A press conference has been scheduled for Saturday morning at Atlanta Motor Speedway, where it is anticipated that the company will unveil a sponsorship deal with Joe Gibbs Racing plus a further race entitlement with SMI, which owns AMS. Hisense, whose U.S. HQs are in Atlanta, will have a presence on-site this weekend at AMS, where it will be displaying two key products: its home beverage machine and its 4K TVs. Hisense also is wrapping up a media buy and plans to debut a new TV ad around its JGR deal during tomorrow’s race.

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