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SBD/May 17, 2011/Marketing and Sponsorship
Charlotte Motor Speedway Uses Busch-Harvick Feud In New All-Star Campaign
Published May 17, 2011
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AD SALES UP SLIGHTLY: Speed is televising Saturday's All-Star Race, and it is 1-2% ahead of its '10 ad sales for its Sprint All-Star week and race programming. The network has added new advertisers like Funai, a Japanese electronics company, Wal-Mart and Weight Watchers Online for Men. It also has seen increased spending from past sponsors like Lowe's and Sprint. Speed VP/Sales David Safran said, "Coming off the good start with Speedweeks, we've had a lot of momentum and All-Star is really well sold." Lowe's is running a promotion around five-time defending Sprint Cup champion Jimmie Johnson, who will drive the No. 5 Chevrolet in the race. The home improvement store is offering customers 5% off their purchase when they use a Lowe's credit card in stores. Sprint, the naming-rights partner for the All-Star Race, plans to debut a new product in similar fashion to the HTC Evo 4G phone it unveiled and promoted during the '10 event. Funai, which is the parent company of Magnavox and Sylvania, will be the official HD sponsor of NASCAR on Speed, and Weight Watchers Online for Men will do its first male marketing initiative by sponsoring a custom feature during the lead-up to the NASCAR All-Star Showdown (Tripp Mickle, SportsBusiness Journal).