Cowboy Up: Texas Instruments Brand To Sponsor HOF Racing

DLP Products To Serve As Primary Sponsor Of HOF Racing Entry

Digital Life Processor (DLP) Products, a branch of Texas Instruments (TI), has signed a multi-year deal as the primary sponsor of Hall of Fame Racing, the NASCAR team formed by former Cowboys QBs Roger Staubach and Troy Aikman, along with Dallas-based business exec and former Trans Am driver Bill Saunders. The Nextel Cup team is scheduled to begin competing at the Daytona 500 next February. The deal includes an agreement with Joe Gibbs Racing to provide cars, engines, personnel, technology and various racing support services (TI). DLP Brand & Marketing Manager Doug Darrow did not disclose the cost of the deal, but said that primary sponsorships for top NASCAR teams “typically cost” $15-20M. In Dallas, Crayton Harrison writes TI is “hoping to raise the profile” of DLP HDTV among sports fans. Darrow: “The audience for [HDTV] tends to be people who are into sports, and the two biggest sports out there from a fan base standpoint are NASCAR and football.” TI is planning an ad campaign for next year, “and some of it will probably incorporate the racing team” (DALLAS MORNING NEWS, 8/16). Saunders said that the team “hopes to announce a driver and crew chief within two months.” Saunders: “We’ve had several top drivers contact us. They realize we have one of the best new seats in NASCAR” (DALLAS MORNING NEWS, 8/16).