SBD/Issue 56/Sponsorships, Advertising & Marketing

Wheels & Deals: Army To Be Newman's Primary Sponsor For 15 Races

U.S. Army Will Share Time As Newman's Primary
Sponsor With Tornados, Haas Automation

The U.S. Army Accessions Command announced that the U.S. Army has renewed its motorsports partnership with Stewart-Haas Racing for '11. The NASCAR Sprint Cup Series No. 39 Chevrolet driven by Ryan Newman will have U.S. Army as its primary sponsor for 15 races next season. The U.S. Army also will serve as an associate sponsor on the No. 39 car for the remaining Cup races, as well as on Tony Stewart’s No. 14 Chevrolet (U.S. Army). The deals with the Army "are one-year contracts." Newman also has sponsorship from Tornados snacks and Haas Automation, and the "exact number of races" for those brands is still to be announced. New primary sponsors for next season "also could be added to the rotation for the 38 Sprint Cup events" (SCENEDAILY.com, 11/30). 

TWICE THE FUN: Chevrolet officials said that the company's decision to return to the Izod IndyCar Series in '12 “will not impact its NASCAR program." The money and personnel to run the IndyCar program "will not be taken from” Chevy’s NASCAR budget. GM VP/Performance Vehicles & Motorsports Jim Campbell said that the “addition of the IndyCar Series program was made because of what that series has to offer -- a younger fan base, a car that runs alternative fuels, etc. -- and is not a reflection on what NASCAR provides the company as far as marketing opportunities” (SCENEDAILY.com, 11/30).

ON THE HUNT: SI.com’s Brant James reported Izod IndyCar Series driver Tony Kanaan “hopes to facilitate” a possible sponsorship deal and “create some options by securing one or more sponsors from Brazil, where he is more widely known and marketable, then present himself to the best team possible.” Kanaan was “released from his contract with Andretti Autosport because of sponsor woes,” and “has spoken this offseason with DeFerran Dragon Racing, Newman-Haas and FAZZT.” Kanaan “isn’t alone as a lettered driver looking for work” as Dan Wheldon was “freed at the end of the season by Panther Racing” (SI.com, 11/30).

NOTES: Lowe's and Las Vegas Motor Speedway have announced a multiyear agreement for Kobalt Tools to title sponsor the NASCAR Sprint Cup Series race at the track. The '11 Kobalt Tools 400 will take place March 6 (Lowe's)....Swiss watch brand Audemars Piguet has named F1 driver Michael Schumacher as its "newest race world brand ambassador." Audemars Piguet "will likely release a series of limited edition Michael Schumacher" timepieces (LUXIST.com, 11/27).

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