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SBD/21/Sponsorships Advertising Marketing
NASCAR ANNOUNCES DEALS WITH KELLOGGS AND RCA
Published February 21, 1995
On the heels of this weekend's Daytona 500, NASCAR made two more sponsorship announcements. Kelloggs agreed to a 3-year marketing program under which, the 40-plus cereal brands produced by Kellogg USA will become "Official Cereals of NASCAR." Four of those brands -- Corn Flakes, Frosted Mini-Wheats, Frosted Flakes and Raisin Bran -- already sponsor Winston Cup cars. Kellogg's Pop Tarts will become NASCAR's "Official Toaster Pastry"; Kellogg's Nutri-Grain Cereal Bars becomes the "Official Cereal Bar"; and Kellogg's Eggo Waffles becomes the "Official Frozen Waffles." Kellogg VP/Marketing Cynthia Rodman said the deal will allow them "to implement marketing programs for an expanded list of our products to a broader range of consumers." In addition, RCA announced it will expand its involvement with NASCAR by offering a new award in the Winston Cup Series. The "RCA Pit Strategy Award" will be presented in each of the 31 Winston Cup events held during the '95 season. In addition, RCA will present $50,000 to the NASCAR Winston Cup team that wins the most RCA Pit Strategy Awards (NASCAR).