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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).