CBS, Turner Plug March Madness In N.Y. Subway Ford Ends Champions League Sponsorhip Bouchard's Star Continues To Rise In Tennis Marketplace Roundup Manchester United Set To Ink $1B Nike Pact Adidas Studies MLS Teams Before Designing Jerseys Target To Sponsor MLB All-Star Game In Minny NASCAR Pushing Social Media For Drivers PNC Park Switching From Pepsi To Coca-Cola Peak Puts BlueDEF Name On PBR Velocity Tour
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SBD/March 15, 2011/Marketing and Sponsorship
Nine Sprint Cup Series Events Currently Without Title Sponsors
Published March 15, 2011
MAKING HISTORY: History network yesterday announced a deal with Charlotte Motor Speedway to name the Memorial Day weekend NASCAR Nationwide Series race the Top Gear 300. The race will air nationally on ABC at 2:30pm ET on May 28 (History). SPORTSBUSINESS JOURNAL's Tripp Mickle reports the "one-year agreement, which sources valued at slightly more than" $1M, gives History "a chance to show its car-centered, reality show 'Top Gear' on the nation's largest video board." History officials said that the deal was "driven by the demographic fit it saw between 'Top Gear' and NASCAR, and the opportunity to show 'Top Gear' and other History Channel programming on the speedway's new, 80-foot-tall by 200-foot-wide Panasonic LED board." Mickle notes History in '07 did a series of track deals in order to promote the launch of its show "Ice Road Truckers" (SPORTSBUSINESS JOURNAL, 3/14 issue).