The IRL officially signed a five-year sponsorship deal
with PA-based Pep Boys, which will provide a $1M annual
prize for the IRL's series champion, according to Bill
Koenig of the INDIANAPOLIS STAR-NEWS. Pep Boys will also
contribute prize money for each IRL race, but "declined to
give details." League officials say Pep Boys "will generate
attention for the IRL by including the league in its
advertising and conducting IRL-related" in-store promos
(STAR-NEWS, 1/21). Pep Boys VP/Advertising Rick Hammill
said the deal will provide Pep Boys "with tremendous
exposure," and noted that the Pep Boys IRL series will race
in 10 of the top 30 U.S. markets in '98. IRL Founder Tony
George, on the deal: "It's something we've set our sights on
from the outset, developing the series to the point where
corporate America would open its arms to us" (IRL). In St.
Pete, Joanne Korth writes the deal "lends legitimacy" to the
IRL in "what many consider a make-or-break season for the
series." Korth adds, "The presence of a title sponsor will
make it easier for teams to secure sponsorships, just one of
the many trickle-down effects" (ST. PETE TIMES, 1/21).
IN THE PITS: VF Corp.'s Wrangler is "renewing ties"
with Dale Earnhardt for the '98 Winston Cup season and will
be the primary associate sponsor of the Pennzoil/Wrangler
Chevrolet car owned by Earnhardt and driven by Steve Park.
Earnhardt drove the "Wrangler Jean Machine" from '81 to '87.
The deal gets the Wrangler name on the car's quarter panel,
"the most visible spot after Pennzoil's hood" (BRANDWEEK,
1/19)....NHRA Top Fuel champ Joe Amato signed a sponsor deal
with Tenneco Automotive; Former IHBA nitro boat racer Jerry
Tolliver has linked with a Funny Car sponsored by Mad
Magazine and Pro Stock driver Tom Martino has a two-year
deal with Six Flags Theme Parks Inc. (USA TODAY, 1/20).