NAPA Becomes The Latest Auto Parts Player In Horse Racing

By Terry Lefton, Editor-at-Large, The Sports Business Daily

NAPA has signed on as an NTRA sponsor in a deal that gives it title sponsorship to one of the eight Breeders' Cup championship races. The auto parts and accessories company will also receive TV time on a variety of TV horse racing programming: CBS' NTRA Summer Racing Tour, ESPN's Road to the World Thoroughbred Championship and other ESPN programming, NBC's coverage of the Breeders' Cup championship itself, and CNBC racing programming. The deal also includes signage at Arlington Park, site of the Breeders' Cup on October 26. NAPA takes the place of Penske Auto Centers, which shuttered its 563 stores, all located within Kmart stores, in April, after the mass merchant filed for Chapter 11 bankruptcy protection. With the NAPA deal, the Breeders' Cup now has sponsors for five of the eight races on October 26. There is the NAPA Sprint, Bessemer Trust Juvenile, Long John Silver's Juvenile Filly, John Deere Turf. Alberto-Culver is presenting sponsor of the Filly & Mare Turf race.