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SBD/February 15, 2011/Marketing and Sponsorship
Wal-Mart Partners With NASCAR In Company's First Licensing Deal With A Sport
Published February 15, 2011
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IN THE WORKS FOR A WHILE: The Wal-Mart deal is the result of a year of negotiations between NASCAR and the retailer. It is the third deal negotiated by the NASCAR Teams Licensing Trust. The trust previously negotiated licenses with Motorsports Authentics for trackside retail and Lionel for diecast cars. During the course of negotiations, Wal-Mart also reportedly looked at sponsoring Jeff Gordon's No. 24 car. The company pulled back from that opportunity last September to reassess its marketing plans in the sport. In addition to NASCAR-related retail promotions, it signed on to be presenting sponsor of Speed’s “Trackside” show, which premiered at Daytona in '04. The show will be hosted Friday night from the Speed stage at Daytona Int'l Speedway.