SBD/21/Sponsorships Advertising Marketing

NASCAR ANNOUNCES DEALS WITH KELLOGGS AND RCA

     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).
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Related Topics:

NASCAR, R J Reynolds

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