Source: Fox Has Sold 90% Of Super Bowl Ad Space ACS Launches New Nationwide Campaign Kris Bryant Signs Record Extension With Adidas Ovechkin Part Of Papa John's/Make-A-Wish Effort NHL, Apple In Late Stages Of Partnership Talks Michael Jordan Claims Big Legal Win In China P&G's New Marketing Campaign Features Ronda Rousey Comcast Signs Sponsorship Deal With USOC Plank, UA Excited About New MLB Deal Busch Part Of A-B InBev's Super Bowl Lineup
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
WANT MORE GREAT STORIES LIKE THIS?
CLICK ON ONE OF THESE BUTTONS
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.