Grocery Chain Brookshire's Unveils Promo Around Cup Race At TMS

By Michael Smith, Staff Writer, SportsBusiness Journal

A NASCAR Chase for the Sprint Cup promotion will feature products from several of the sport's official sponsors on display in Brookshire's, a grocery chain of 125 stores across Texas, Louisiana, Arkansas and Mississippi. The "Chase for the Savings" products will come from Coca-Cola, Kraft, Unilever, Procter & Gamble and Mars and the displays will be in stores beginning next week through early November leading up to the Sprint Cup Dickies 500 at Texas Motor Speedway on November 8. When consumers buy $15 worth of the participating products, they can purchase two front-stretch tickets for $99. Those tickets have a face value of $120 each. A sweepstakes prize will include a VIP trip to Champions Week in Las Vegas. Brookshire's will conduct its own internal competition among stores for best display. "By teaming up with Brookshire's, NASCAR partners are helping fans see live NASCAR racing at a crucial playoff race," said NASCAR VP/Corporate Marketing Jim O'Connell. Chase-themed store materials will be advertised on NASCAR.com, as well as in the Brookshire's circulars, which reach nearly 2 million consumers each week. Bulldawg Marketing, Mooresville, North Carolina, is coordinating with NASCAR.