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Sponsorships Advertising Marketing

PEP BOYS: THE IRL'S GOT 'EM NOW FOR FIVE-YEAR SPONSOR DEAL

          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).

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