SBD/Issue 88/Sponsorships, Advertising & Marketing

Great American Smoke-Out: NASCAR Inks Nicorette As Sponsor

Nicorette Feels NASCAR Audience
Perfect For Product

GlaxoSmithKline’s (GSK) Nicorette has signed a deal with NASCAR to become the sport’s first quit-smoking product. Nicorette will also be an associate sponsor of Chip Ganassi Racing’s No. 41 Target Dodge, driven by Casey Mears, for the ’05 season. The car will feature a special Nicorette paint scheme at the March 20 Nextel Cup Golden Corral 500 at Atlanta Motor Speedway. GSK’s Goody’s Headache Powder has been a NASCAR sponsor since ’77 (GSK) USA TODAY’s Bruce Horovitz reports that Nicorette’s NASCAR deal is for three years. The deals with NASCAR and Ganassi are “believed to exceed $3[M] annually.” Nicorette “might seem a most unlikely sponsor” given NASCAR’s history of tobacco sponsorship, including Winston’s former title sponsorship of the sport’s top series. Simmons Market Research found that NASCAR fans are 28% more likely to smoke than other adults, and smoke 18% more cigarettes than other adults. They are also “more likely to smoke” than fans of MLB, the NBA, NFL and NHL. GSK Consumer Healthcare Senior Manager of Promotional Activities Steve Kapur: “This is a great audience for us” (USA TODAY, 1/27).

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