SBD/6/Sponsorships Advertising Marketing

GATORADE INCREASING ITS PRESENCE ON THE NASCAR CIRCUIT

     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).
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