SBD/Issue 100/Sponsorships, Advertising & Marketing

Wheels & Deals: Kim Kardashian To Sponsor Sprint Cup Car

Kardashian Pushing Her New Perfume
With Sponsorship Of Sprint Cup Car
In L.A., Austin Knoblauch reported Kim Kardashian "will be making her Sprint Cup advertising debut" on the Tommy Baldwin Racing (TBR) No. 36 Chevrolet driven by Mike Bliss during the February 28 NASCAR Sprint Cup Series Shelby American at Las Vegas Motor Speedway. Kardashian "has a new perfume ... debuting Feb. 14, and her people feel the moving advertisement is the best way to push product." TBR Owner Tommy Baldwin: "She'll certainly bring a lot of star power." Kardashian also is "scheduled to serve as the race's grand marshal" (LATIMES.com, 2/4). Kardashian and beauty retailer Sephora "will be promoting her new personal fragrance in Las Vegas throughout the weekend" (SCENEDAILY.com, 2/4). ESPN's Tony Reali said, "Good-looking hood. Wonder if it has a spacious trunk?" ("Around The Horn," ESPN, 2/4).

MAKING HIS MARK: ESPN.com's David Newton wrote NASCAR has not "seen an owner" like Michael Waltrip Racing Owner Michael Waltrip since Earnhardt Ganassi Racing co-Owner Felix Sabates "came into the sport in 1987." Fans "want color," and Waltrip "is color." Waltrip since May has appeared on NBC's "My Name Is Earl," Fox News' "Sean Hannity Show," Fox' "Are You Smarter Than A Fifth Grader?" and Speed's Haiti relief program. Waltrip also "swapped places for a day with the winner of a fan contest for sponsor Best Western, reached a deal to appear on Showtime's 'Inside NASCAR,' did an interview for the Wall Street Journal, drove in the 24 Hours of Dubai where he met Middle East dignitaries, and filmed commercials for sponsors." Newton also noted Waltrip "'tweets' like a maniac, sending out random thoughts to his more than 22,000 followers." MWR crew chief Pat Tryson: "Before it's all said and done he may be the new role model as an owner in this sport." Newton wrote NASCAR needs "more owners like Waltrip," as the sport needs them to "show their personalities just like we need drivers to" (ESPN.com, 2/2).

CAMPAIGN ON-TRACK : THE HILL's Jordan Fabian noted U.S. Rep. Kendrick Meek (D-FL) on Twitter Tuesday announced his U.S. Senate campaign will sponsor Mike Wallace's No. 01 car during the February 13 NASCAR Nationwide Series Drive For COPD 300. However, National Republican Congressional Committee Communications Dir Ken Spain on Twitter in response posted a "jab about the route race cars take on the track." Spain: "Steering hard left" (THEHILL.com, 2/2).

NOTES: Hunt Brothers Pizza (HBP) has reached a deal to sponsor Richard Petty Motorsports' No. 19 Sprint Cup Chevy and Kevin Harvick Inc.'s No. 2 Camping World entry, both of which will be driven by Elliott Sadler (HBP)....Watkins Glen Int'l (WGI) and Continental Tire have agreed upon initial terms for a sponsorship relationship that will run through '14. The deal includes title sponsorship of the track's Grand-Am Continental Tire Sports Car Challenge during the June 4-6 weekend (WGI).

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