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SBD/January 25, 2011/Marketing and Sponsorship
Penske Racing, EGR Unveil Sponsors During NASCAR Media Tour
Published January 25, 2011
ALONG FOR THE RIDE: Earnhardt Ganassi Racing announced it is bringing two new sponsors into the sport for the '11 Sprint Cup season. The team is adding LiftMaster as an associate sponsor and Widia as a one-race primary sponsor. Both deals are for the No. 1 car driven by Jamie McMurray. LiftMaster makes residential car door openers and commercial door operators. The company has no history in NASCAR. It will receive exposure on the No. 1 ride, have rights to feature the car and driver in advertising and be entitled to some appearances by McMurray. Widia, a new brand developed by tooling company Kennametal, will be the primary sponsor on the No. 1 car for the April 3 Sprint Cup race in Martinsville.
OTHER SPONSORSHIPS ANNOUNCED: DeWalt announced a deal with Richard Petty Motorsports to sponsor the Sprint Cup Series No. 9 Ford driven by Marcos Ambrose for the '11 and '12 seasons. The logo will alternate between the hood of the car and the quarter-panel for each race in '11. Meanwhile, Boost Mobile will serve as the primary sponsor of Travis Pastrana for the seven Nationwide races he drives the No. 99 Waltrip-Pastrana Racing car this season.
TURN ON THE LIGHTS: Energizer announced plans to light up the night around Charlotte Motor Speedway with a special fan promotion at NASCAR’s '11 Sprint All-Star Race. The battery brand will provide every fan who enters the race a small Energizer-powered flashlight. Prior to the race, the speedway will turn off its lights, and fans will turn on their Energizer flashlights, jump-starting the promotion called "Light up the Night." The race typically draws more than 100,000 spectators. The promotion is part of a one-race agreement. Terms of the deal were not available.