Kauffman Confirms MWR Will Cease Operations A-B Taps Busch As Lead NASCAR Brand MWR Possesses Hot Free Agent Sponsors Darlington Bullish On Labor Day Return Nature's Bakery Deal Example Of Danica's Pull MWR Won't Field Full-Time NASCAR Entry In '16 Nature's Bakery To Sponsor Danica's Car Michigan Int'l Speedway Extends Pit Road Wall Microsoft Adds Race As Dale Jr.'s Primary Sponsor Yuengling Evaluating NASCAR Team Deal Extension
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).