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SBD/Issue 73/Sponsorships, Advertising & Marketing
NASCAR, Partners Team Up For Branded Marketing Campaign
Published January 5, 2005
By Scott Warfield, Staff Writer, SportsBusiness Journal
NASCAR announced today that it is working with its media partners, sponsors and tracks to launch the ‘05 season under a unified campaign, “NASCAR Acceleration 2005.” The branded platform —- a first for the sport — includes a marketing, public relations and media plan that comprises broadcast, print and online ads; a “destination page” on NASCAR.com featuring special content and a link to track ticket sales; millions of NASCAR pocket schedules and fan guides; and local events and activation in some of the nation’s largest markets. NASCAR Acceleration 2005 will be supported with a multimillion-dollar ad campaign. Three new ads will air on Fox, FX and Speed Channel, in addition to radio spots on MRN, PRN and NASCAR Radio on XM Satellite Radio. Print ads will appear in NASCAR-licensed publications and online at NASCAR.com. Three million NASCAR pocket schedules and 300,000 fan guides will be distributed at retail outlets nationwide, by NASCAR sponsors, in NASCAR.com SuperStore shipments and through grassroots marketing in major cities. The guides will be produced in Spanish, as well as in French and Japanese for overseas distribution.