SBD/Issue 155/Sponsorships, Advertising & Marketing

Wheels & Deals: HMS, Budweiser Discuss Possible Sponsorship Deal

Kahne Hoping Budweiser
Will Follow Him To HMS

NASCAR team owner Rick Hendrick yesterday said that Hendrick Motorsports Exec VP & GM Marshall Carlson "has talked with Anheuser Busch officials about the possibility of Budweiser becoming a team sponsor after this season." Budweiser is "looking for a new partner after its contract expires with Kasey Kahne and Richard Petty Motorsports after this season." Kahne, who recently signed a contract with HMS to replace Mark Martin in the No. 5 Sprint Cup entry in '12 and a car to be determined in '11, has said that he "would like to continue his relationship with Budweiser if possible." There were reports HMS "could not bring in Budweiser" due to the team's relationship with Pepsi, but Hendrick said it "depends on which car it's on." Hendrick: "In our deals we have rights of first refusal. We've got to go through that, but we're talking to anybody." He said that there is "nothing new to report on where Kahne will drive next season" (ESPN.com, 4/25).

NEWS BREAKER: In Charlotte, Brant James reported driver Dale Earnhardt Jr. "remained unamused that Fox TV analyst Darrell Waltrip apparently broke the news of his deal to race a No. 3 Wrangler-sponsored Chevrolet" in the July 2 NASCAR Nationwide Series Subway Jalapeño 250 powered by Coca-Cola at Daytona Int'l Speedway, "ruining a news conference Thursday." Earnhardt said, "DW sort of blew the lid off of it, on Twitter nonetheless. ... It's unfortunate that DW uncovered that and the way it went down because we didn't want to have to announce it like this" (CHARLOTTE OBSERVER, 4/24).

PRESS WATCH: MARKETING DAILY's David Goetzl reports PR Newswire earlier this month debuted "its logo on a Ford" driven by Dion von Moltke in the Grand-Am series. The logo is "next to McDonald's and South African Airways," and it "will stay there for eight more races through Sept. 11." All of the races are "televised on the Speed network." PR Newswire VP/PR Rachel Meranus said that the sponsorship "marks the B-to-B service's first 'foray' into 'this type' of sports or event promotion." The company "runs some trade ads and uses multiple lead-generation avenues" (MARKETING DAILY, 4/26 issue).

PATRIOT ACT: Aaron's will honor the Armed Forces Foundation with a commemorative racecar at the May 30 NASCAR Sprint Cup Series Coca-Cola 600 at Charlotte Motor Speedway. The paint scheme for Michael Waltrip Racing's No. 00 Toyota driven by David Reutimann will feature a red, white and blue design (Aaron's).

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