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NASCAR AIMS TO REACH NEW MARKETS THROUGH THE SOUND OF MUSIC
Published May 27, 1998
NASCAR will stage 15-25 branded concerts from May- August next year in partnership with CBS and TNN, according to Terry Lefton of BRANDWEEK. Tentatively called "The Nascar Summer Music Festival," the tour will bring "mainstream acts to locales that typically do not host races," in an attempt to "reach outside" NASCAR's southeastern core markets. NASCAR sponsors and licensees are being offered sponsorship packages that include signage, hospitality and media by way of NASCAR's TV partners. TNN and CBS will produce prime time specials showcasing concert highlights and will also tie in local radio and TV affils and cable operators. Neither talent nor specific sites have yet to be booked, but Denver, Chicago and N.Y. will be venues for the outdoor concerts (BRANDWEEK, 5/25 issue). THE OTHER ONES: AD AGE's Jeff Jensen also reports on the concert tour and writes that NASCAR execs are undertaking initiatives to "craft branding strategies and integrated marketing programs" for its other properties, including the NASCAR Craftsman Truck Series and the NASCAR Busch Series. Jensen writes that perhaps "most ambitious" is NASCAR's intention to develop a branded platform linking nine different regional touring series, representing more than 2,000 events each year (Jeff Jensen, AD AGE, 5/25).