Expectations High For NASCAR On NBC NBC Lands New Advertisers For Race Coverage What I Like With ESPN's Michelle Beadle ESPN Denies Wanting To Dial Down Olbermann IndyCar's Miles Fires Back At Critics Of Race Conditions Daytona Int'l Speedway Holding Flag Exchange Xfinity Series Audience Lower On Fox Sports NASCAR Teams Look For Long-Term Value ESPN Changes Format For MLB ASG Reveal IndyCar's Future At Fontana In Doubt
SBD/15/Sponsorships Advertising Marketing
COMPANIES GEAR UP WITH NEW PRESENCES IN AUTO RACING
Published February 15, 1996
TOOL TIME AT THE TRACK: True Value has signed a three-year sponsorship deal with NASCAR, making the retailer the "official hardware store of NASCAR," according to AD AGE. The deal gives True Value ownership of the NASCAR "Man of the Year" award, and eligible drivers will carry a True Value decal on their cars. In addition, True Value will sponsor ESPN's broadcast of the "Man of the Year" ceremony later this year. True Value will also buy time on NASCAR broadcasts and fill it with racing-themed ads produced by Leo Burnett USA in Chicago (AD AGE ONLINE, 2/15). WILL THERE BE A DISH ON THE HOOD? PrimeStar has joined The Family Channel as co-sponsor of Ted Musgrave's NASCAR Winston Cup car. The agreement, which starts February 18 at Daytona, includes signage on the car and Musgrave's helmet and uniform, pit area visibility, personal promotional appearances by driver and crew, and a line of NASCAR/PrimeStar merchandise (PrimeStar Partners). NISSAN GOES INDY: Nissan Motor Corp. USA yesterday announced plans to compete as an engine supplier in the IRL starting in '97. Nissan will supply its new powerplant engine, the "Infiniti Indy," which is a racing version of the 32-valve V8 engine found in the Infiniti Q45 luxury performance sedan. The engine will first run for top honors in next year's Indianapolis 500. Nissan's announcement marks the first time the company will compete in a major open-wheel racing series during its 29 years of sports car racing in America. The IRL project will also signify the first official venture into motorsports competition for Nissan's Infiniti Division. The program will focus on supplying engines to participating IRL teams (Nissan).