SBD/June 8, 2011/Marketing and Sponsorship

Better Late Than Never: Castroneves Opens Door To More Endorsements

Castroneves appears in broadcast, print and online ads for Shell and Pennzoil
Izod IndyCar Series driver Helio Castroneves is “starting to navigate his path as a product endorser,” according to Gary Graves of USA TODAY. In May, Castroneves “began appearing in a series of broadcast, print and online ads for Shell and Pennzoil,” co-sponsors of his Team Penske No. 3 IndyCar Series Honda. While Castroneves is “only shown smiling in the TV spots, he's got to start somewhere." Castroneves said, “It took me 12 years to be in a commercial. Smiling was my best line.” Graves notes "being a pitchman marks a big step for the Brazilian, who previously lacked options while his team was partnered with tobacco giant Philip Morris” (USA TODAY, 6/8).

GIRL POWER: Academy Sports + Outdoors yesterday announced that in conjunction with launching online shopping at academy.com, the retailer also has launched a new multimedia marketing campaign featuring driver Danica Patrick. The ad effort incorporates academy.com, social media networks, Academy stores and promotional events. From now until July 6, customers can register for the chance to win a meet-and-greet with Patrick or a $3,000 shopping spree through an interactive avatar game at academy.com (THE DAILY).

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