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SBD/13/Sponsorships Advertising Marketing
KMART & LITTLE CAESARS JOIN FOR WINSTON CUP VENTURE
Published January 13, 1995
Kmart and Little Caesars Pizza announced a joint title sponsorship of the Kranefuss/Haas Racing Team for the '95-96 NASCAR Winston Cup seasons. John Andretti will drive the Kmart/Little Caesars car debuting at the Daytona 500, as this is the second go around for Kmart in the Winston Cup Racing series. This is the initial involvement for Little Caesars in the motor- sports field. Kmart Senior VP/Sales and Operations Paul Hueber: "Winston Cup racing is a dynamic promotional opportunity with a strong appeal to our Kmart customers. NASCAR racing has proven itself time and again to be cost-effective, high impact sport which reaches a large, extremely loyal consumer audience" Little Caesars owners, Michael and Marian Ilitch, also own the Tigers, the Red Wings, plus the NPSL Rockers. Little Caesars VP Christopher Ilitch: "This brings new marketing opportunities and brand exposure within a sport that is growing rapidly and is known for strong fan loyalty" (Kmart).