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SBD/Issue 132/Sponsorships, Advertising & Marketing
Wheels & Deals: Sprint Committed To NASCAR Through 2013
Published March 27, 2009
|Sprint Dir Says Company "Committed
More Than Ever" To NASCAR
FULL FORCE AHEAD: In Atlanta, Peralte Paul reported Aflac is "going full throttle" with its NASCAR sponsorships after signing a deal last May to serve as the season-long primary sponsor of Roush Fenway Racing's No. 99 Sprint Cup car driven by Carl Edwards. Aflac Manager of Corporate Sponsorships Keith Farley said, "Any sponsorship we do, we have to look at the investment we're making and what it yields. We've seen the power of NASCAR and the relationships we can build." While Aflac sponsors other sporting-related events, the NASCAR "focus is the company's largest." Farley: "The investment that we've made -- we've seen a positive return. That's why we're increased the investment because the return has exponentially increased" (ATLANTA CONSTITUTION, 3/26).
DAYS OF THUNDER: Kenny Bernstein Racing Manager Kenny Bernstein said the NHRA "hired IMG last year to help find sponsors" for the teams and they are "all pounding the pavement as hard as they can." Bernstein: "That's all any of us can do. It's hard to get sponsors in the best of times, let alone when everyone's so scared of what's going to happen next" (AUTOWEEK, 3/23 issue).
EVERYTHING LOWER IN TEXAS: Texas Motor Speedway (TMS) and SMI Properties are cutting prices by 18-55% on more than 40 merchandise items during the events surrounding the April 5 Sprint Cup Samsung 500 (TMS). Meanwhile, in Dallas, Anthony Andro noted fans buying $25 in tickets for the Samsung 500 from the TMS ticket office or merchandise at TMS' gift shop on April 3 "will receive a TMS race program cover poster designed and signed by artist Sam Bass" (DALLAS MORNING NEWS, 3/26).