SBD/Issue 84/Sponsorships, Advertising & Marketing

Wheels & Deals: NASCAR To Become Sole Licensing Rep For MWR

NASCAR's Licensing Business Will Provide
Retailers With New MWR Product Options
NASCAR and Michael Waltrip Racing (MWR) yesterday announced a new partnership in which NASCAR will become the sole licensing rep for MWR. The agreement includes all driver marks within the MWR team, including David Reutimann, Martin Truex Jr., Michael Waltrip, Trevor Bayne and Ryan Truex. NASCAR's licensing business will help grow the licensed product business and provide retailers with new product options for the MWR team, including track merchandise opportunities, e-commerce channels and national retail outlets (NASCAR). Meanwhile, USA TODAY's Nate Ryan reported despite the economic downturn, MWR "scored a 100% renewal rate of its sponsors for 2010," including long-term deals with NAPA and Toyota and new deals with Insurance Office of America, New Balance and Tums (USA TODAY, 1/13).

POPULARITY CONTEST:'s Tom Bowles wrote NASCAR driver Dale Earnhardt Jr. remains popular among fans "for several reasons" despite winning just one Sprint Cup race in the past three seasons. He has the "type of laid-back, well-rounded personality that appeals to fans well beyond NASCAR's Southern roots." He is "also a self-confessed computer geek, spending late nights racing online in simulation leagues all over the country." That makes him "relatable to all sorts of people, and when you add in his shy, introverted personality, he carries a special charisma that few in sports ever have." Bowles: "Keep in mind, too, how popular his dad was during his final years in NASCAR. ... Rooting for his son is one way for them to feel like they're doing that" (, 1/12).

BACK ON TRACK: In Detroit, Mike Brudenell reported American Le Mans Series (ALMS) President & CEO Scott Atherton "met Monday and Tuesday with leaders of the Detroit Three" at the North American Int'l Auto Show at Cobo Center, "talking racing and business." Atherton also "met with executives of Acura, Audi, BMW and Mazda -- key players in ALMS." Atherton said of the meetings, "The spirit and mood -- it's night and day different than 2009. ... The buzz is back here this week. You can feel a recovery beginning." Brudenell noted ALMS is "attracting the attention of manufacturers through its commitment to the environment and emphasis on fuel efficiency and alternative fuels such as ethanol and diesel." Atherton: "The last two days have been incredibly efficient and productive for us" (DETROIT NEWS, 1/13).

Bush's Baked Beans To Serve As Primary
Sponsor Of No. 47 For Five Cup Races
NOTES: Bush's Baked Beans will be a primary sponsor of JTG Daugherty Racing's  No. 47 Camry driven by Marcos Ambrose for five Sprint Cup races, and will also serve as an associate sponsor for other Cup races (JTG Daugherty Racing)....Bank of America (BOA) is giving NASCAR fans an opportunity to attend next month's Daytona 500 for free. When fans open a NASCAR checking account and apply for a NASCAR banking credit card with BofA, they can acquire two tickets to the Daytona 500. The promotion will last until February 5 (BOA).

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