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SBD/Issue 28/Sponsorships, Advertising & Marketing
Truth Be Told: Tony Stewart Passes Polygraph Test In BK Promo
Published October 21, 2009
|Stewart Proves His Love For The Whopper
By Successfully Passing Lie Detector Test
CROSSOVER APPEAL: NASCAR SCENE's Jeff Gluck wrote "one of NASCAR's most important marketing tools" are commercials featuring drivers who "cross over into mainstream sports telecasts." NASCAR is "constantly searching for ways to penetrate the 'stick-and-ball' sports market and attract new fans, occasionally with a little success." But as the league "well understands, a terrific way to spread its message is to have sponsors that use the drivers in advertising campaigns." Most drivers are "featured in commercials that play only during races." But Stewart has "gotten the most non-racing airtime this year through the Old Spice commercials and now the Burger King ads." Stewart's ads are "good for the sport because he's clearly identified as a race-car driver" (SCENEDAILY.com, 10/19).