SBD/27/Sponsorships Advertising Marketing

JEFF GORDON PLUGS PEPSI IN VICTORY LANE OF COCA-COLA 600

          Jeff Gordon's victory at the Coca-Cola 600 on Sunday
     "certainly wasn't the most popular of all possible outcomes
     for Coca-Cola," according to David Poole of the CHARLOTTE
     OBSERVER.  Gordon, who once endorsed Coke but went to Pepsi
     before last season, "was careful to have" a Pepsi in-hand
     when he climbed from his car in Victory Lane, which was
     adorned with Coke bottles (CHARLOTTE OBSERVER, 5/25). 
     Around 175,000 people attended the Coca-Cola 600 Sunday at
     Charlotte Motor Speedway (Raleigh NEWS & OBSERVER, 5/26).
          REAL-TIME: For this weekend's races, Goodyear launched
     a new ad campaign as it videotaped two demos of a Chevrolet
     Corvette pace car with Goodyear Eagle tires running over
     nails at the IMS and the Charlotte Motor Speedway, before
     completing a full lap around the tracks without air in the
     tires.  The videotape was taken before the Indy 500 and
     Coca-Cola 600, then edited and shown during the respective
     broadcasts.  Goodyear called the spots the "nearest thing to
     real-time, you-are-there productions that it has ever done
     to promote a new product" (AKRON BEACON JOURNAL, 5/23).
          RACING NOTES: Best Western was named the official hotel
     of the IRL Pep Boys Series.  As part of the deal, the IRL
     Gold Crown Club will award frequent traveler points to IRL
     fans for every lodging dollar spent at any Best Western.
     Accumulated points may be redeemed for a variety of awards,
     including retail gift certificates, travel vouchers and IRL
     merchandise (Best Western)....The Indy 500 was won by Eddie
     Cheever, who recently signed a team sponsorship deal with
     MN-based Rachel's Potato Chips.  The company will pay about
     40% of the $1.5M it cost to run in the Indy 500 (Tarik El-
     Bashir, N.Y. TIMES, 5/27).....IRL sponsor Reebok made a
     "quick and temporary move" to appear at this weekend's Indy
     500, after driver Eliseo Salazar was bumped from the field. 
     Reebok's logo instead appeared on the side of Davey
     Hamilton's car (Holly Cain, DALLAS MORNING NEWS, 5/24).
     
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