SBD/August 25, 2011/Marketing and Sponsorship

Dollar General Signs One-Year Deal With NASCAR, Will Promote Chase In Stores

Dollar General today announced a one-year sponsorship of NASCAR that will result in an in-store promotion around the Chase for the Sprint Cup at all 9,000 of its retail outlets. The company this weekend will unveil a "Race in to Win" sweepstakes that offers customers the chance to win more than 9,000 prizes highlighted by a trip to Las Vegas for NASCAR's championship celebration and a $250,000 giveaway. It is the first time a national retailer has run a promotion around the Chase. Dollar General plans to have "Race in to Win" promotional materials on its shelves, flyers and receipts. The in-store promotion will incorporate several of NASCAR's consumer-package-goods sponsors, such as Unilever, which will promote Hellman's; Coca-Cola, which will promote Powerade; and Kraft, which will promote Oreos. Dollar General will use driver Dale Earnhardt Jr., who has a relationship with Hellman's through his Nationwide Series team, as the face and voice of the program in stores, online and in radio advertisements. NASCAR partnered with Wal-Mart earlier this year, but that deal is non-exclusive and driven primarily by NASCAR merchandise sales. NASCAR worked with its retail program agency, Bulldawg Marketing, to put together the agreement. Dollar General does not have an agency and plans to manage the promotion internally.
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