SBD/Issue 145/Sponsorships, Advertising & Marketing

Wheels & Deals: Two Nationwide Races Secure Title Sponsorship

In Des Moines, Rob Gray reported U.S. Cellular has signed a deal to title sponsor the August 1 NASCAR Nationwide Series race at Iowa Speedway. U.S. Cellular spokesperson Don Cochran "did not disclose financial terms regarding primary sponsorship" of the race, but said, "Certainly, there are financial contributions, but there are also communication goals we've worked out with them as well. It's really not about the money" (DES MOINES REGISTER, 4/14). Meanwhile, Stock Car Montreal has renewed its partnership with Napa Auto Parts. The three-year deal, which runs until '11, secures Napa as the title sponsor of the Montreal NASCAR Nationwide series race (Napa Auto Parts).

STAYING ON TRACK: NEMCO Motorsports Owner Joe Nemechek said of his first season in a driver/owner role, "Whenever you have to start paying the bills, that really makes you take note of what's going on. We've got five people working on our Sprint Cup car and two people full time working on the Nationwide car. ... There's a lot of things that go into it and you're trying to make all of the ends meet. If we can get someone on board (sponsor-wise), they're going to get their share of publicity out of this deal." Nemechek said he is "really close to some stuff" regarding sponsorship of his No. 87 Nationwide Chevy. Nemechek: "Hopefully we'll have something to announce real quick about Talladega coming up here in a couple of weeks. We've got so many deals out there and so many sponsors that we've talked to, hopefully one of these things is going to land pretty soon" ("NASCAR Now," ESPN2, 4/14).

NOTES: Wheel Pros has reached an exclusive agreement with NASCAR to manufacture and distribute a line of NASCAR officially-licensed wheels. Wheel Pros will use NASCAR marks and marketing programs in-store and in related media. The deal includes exclusive marketing rights, the ability to co-brand products and product packaging as well as involvement in integrated media and marketing programs (Wheel Pros)....This year's NASCAR Sprint Cup Series Southern 500 on May 9 will be presented by, and in Orlando, Tania Ganguli wrote, "There isn't a stranger combination of race to sponsor than old-school Darlington and new-school irreverent" (, 4/13).

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