NASCAR Hires Brent Dewar As COO Mohr Roasts Patrick, Others At NASCAR Banquet 'Dega To Remove Allison Grandstand France Trying To Improve NASCAR Product MMF: Ways To Attract A New Audience Rick Allen Named NBC's Lead NASCAR Voice MMF: Compelling Digital Content A Necessity NBC Adds Jeff Burton As NASCAR Analyst MMF: Johnson Reflects On Early Days Of His Brand Exposure Value Up For Jimmie Johnson
SBD/6/Sponsorships Advertising Marketing
GATORADE INCREASING ITS PRESENCE ON THE NASCAR CIRCUIT
Published February 6, 1995
Gatorade is increasing its NASCAR sponsorship to a "presence at every NASCAR event in every division, signage and/or coolers in almost every NASCAR pit and an add-on award entitlement for every NASCAR race." The Gatorade Front Runner Award is to be presented during the halfway mark of every NASCAR race via broadcast mentions. This new program replaces Gatorade's sponsorship of a car and the "Circle of Champions" promo. Bill Schmidt, VP/Worldwide Sports Marketing for Gatorade: "The drivers were aware of the old program, but the awareness was not high among consumers, so we wanted to develop something that would raise that awareness level" (Terry Lefton, BRANDWEEK, 2/6).