SBD/Issue 52/Sponsorships, Advertising & Marketing

Wheels & Deals: Interstate Bakeries Inks Three Women Drivers

Munter (l), Patrick (c) And Troxel
Sign On To Endorse Hostess
Interstate Bakeries has signed deals with IRL driver Danica Patrick, NASCAR Elite Division driver Leilani Munter and NHRA driver Melanie Troxel to endorse its Hostess brand as “Race Divas.” The deal will feature a range of promotions, including limited-edition packaging and displays of Hostess Twinkies, Cup Cakes and Donettes with photos of the three drivers (Interstate Bakeries).

IRL SPONSOR VALUES: A year-end report by Joyce Julius & Associates stated that IRL sponsors saw a 57% increase in the comparable value of their sponsorships during the ’05 season. Overall exposure value during the season was $339,795,225, up $36.3M from ’04. The report also found that overall TV time increased by 57%, while overall sponsor mentions were up 16%. Team sponsors accounted for 56% of the total in-focus exposure time and nearly 30% of all verbal recognition (Ethanol Hemelgarn Racing).

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