SBD/Issue 112/Sponsorships, Advertising & Marketing

Wheels & Deals: Ford Not Looking To Up NASCAR Sponsorship

Ford Racing NASCAR Marketing Manager Tim Duerr said that the manufacturer is "not looking to increase its sponsorship" in NASCAR. Duerr: "That's certainly because of the economy." But in Las Vegas, Mark Hansel reports there is "buzz that the redesigned Taurus could replace the Fusion as the Car of Tomorrow" in NASCAR's Nationwide Series. Duerr did not confirm the rumors, but indicated that NASCAR has "told Ford which car it wants for the Nationwide series and it's not the Fusion" (LAS VEGAS SUN, 2/27).

LAP OF LUXURY: USA TODAY's Gary Graves writes Shelby Automobile's (SA) title sponsorship of this weekend's Sprint Cup race at Las Vegas Motor Speedway (LVMS) "also ties in with Sin City's subculture of high-six-figure luxury cars." SA Founder Carroll Shelby, who invented the Cobra race car, said that he "understands the perception that such extravagances conflict with automotive industry woes and the economic downturn but said interest in his machines remain strong among car enthusiasts." LVMS President Chris Powell said that he "wasn't about to turn down any race sponsorship in a down climate" (USA TODAY, 2/27).

TIME TO DIG A HOLE? The ORLANDO SENTINEL’s Matt Humphrey recently posed a question on Twitter and Facebook asking readers, "Would you rather see a Dale Earnhardt Jr. win or a Digger disappearance on Fox TV?" Humphrey: "Much to my surprise, a Dale Earnhardt Jr. win finished in second place! There's apparently no love for the NASCAR on Fox Gopher-cam mascot" (ORLANDOSENTINEL.com, 2/26).

SPONSORSHIP NOTES: Golden Corral will sponsor Yates Racing’s No. 28 entry driven by Travis Kvapil for the next three Sprint Cup races at Las Vegas, Atlanta and Bristol. Golden Corral will also continue its “Race for America’s Families” promo....Red Bank Outfitters will continue its sponsorship of Tommy Baldwin Racing’s No. 36 Sprint Cup Toyota driven by Scott Riggs through this weekend's Shelby 427 (THE DAILY).

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