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Kansas Speedway Signs One-Year Deal With Blue Bunny Ice Cream

Blue Bunny Ice Cream tomorrow will announce that it has signed on to become an official track partner of Kansas Speedway. Financial terms were not disclosed for the one-year deal, which makes the Iowa-based ice cream brand the official ice cream product of the ISC-owned track. Blue Bunny has been involved in personal deals with NASCAR driver Jimmie Johnson, but this marks the company’s first official deal with a track, team or league in motorsports.

To activate the deal, Blue Bunny will work with grocery stores in the K.C. area to give out youth ticket vouchers to consumers who purchase $10 or more worth of the company’s ice cream. Blue Bunny will have an on-site midway activation area at the track for next month’s national series race weekend, where it will sample and sell its ice cream. Blue Bunny is working with Charlotte-based Bespoke Sports & Entertainment on the venture.

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