Budweiser announced that Dale Earnhardt Jr. will make
his Winston Cup debut in May's Coca-Cola 600 at Charlotte
Motor Speedway. Budweiser will build-up his debut as the
"Countdown to E-Day," which will be supported by a variety
of promotional activities, including Earnhardt Jr.'s own Web
site, a full info section on Budweiser's Web site, new
merchandise, and a TV ad component (Budweiser).
ALL IN THE FAMILY: In Atlanta, Susan Harte reports that
Coca-Cola, in its second year of a NASCAR-sponsorship deal,
is "revving up promotions and budgeting more than" the $60M
it spent in '98. It will launch a nationwide consumer
contest, called the "Coca-Cola Racing Family Reunion," in
which nine fans get a chance to win cash and a trip to GA,
where each winner will get a ride around Atlanta Motor
Speedway in a Winston Cup car driven by an "established"
driver. The promotion will take place during the final week
of the series. Coca-Cola's new circuit drivers are Jeremy
Mayfield and Tony Stewart (ATLANTA CONSTITUTION, 1/15).
CENTURY MARK: NJ-based Century 21 will sponsor NHRA
Pro-Stock car and driver Tom Martino in '99 and will launch
a promo which will give sportscars to consumers in 21
markets around the U.S. Century 21 is the only NHRA sponsor
from the real estate industry (Century 21).
