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SBD/August 25, 2011/Marketing and Sponsorship
Wheels & Deals: NASCAR Teams, Drivers, Sponsors Still Waiting For '12 Plans
Published August 25, 2011
SETTLING THE SUIT: SCENEDAILY.com’s Bob Pockrass reported driver Elliott Sadler and Richard Petty Motorsports “have settled a lawsuit filed by Sadler against his former team.” Sadler’s attorney, John Buric, said that the settlement terms “are confidential.” Sadler “claimed in court documents that his former team was withholding a payment to him because it accused him of influencing Hunt Brothers Pizza to leave RPM and sponsor him at Kevin Harvick Inc.” The lawsuit was “against the new ownership group of RPM, which was sold by the Gillett family to Richard Petty and two investors last November” (SCENEDAILY.com, 8/24).
HAMMERING IT HOME: Irwin Industrial Tools VP/Marketing Curt Rahilly said that the company’s NASCAR sponsorship “has been a big part of putting Irwin’s brand ‘on the map.’” In Tennessee, Jeff Bobo noted Irwin’s product awareness “has tripled” since the company became involved in the sport eight years ago. The company last year “switched from season-long NASCAR driver sponsorship" to a "multiyear sponsorship contract exclusively for the August Bristol Cup night race.” Rahilly said that the company “gets more bang for its buck sponsoring one specific race per year than sponsoring a single driver for 36 races” (Kingsport TIMES-NEWS, 8/24).
NOTES: The Toyota Camry “will pace the 2012 Daytona 500 -- the first time a foreign automaker will enjoy the honor in The Great American Race.” Since Toyota entered NASCAR in ’07, its cars “have paced stock car events at 11 tracks that host” NASCAR Sprint Cup Series events (Daytona Beach NEWS-JOURNAL, 8/24)….Chevy and Road America announced a marketing partnership that will make the Chevrolet the Official Vehicle of the track. Road America will also bring back the Corvette Bridge with plans to hold a rededication ceremony on Aug. 21 (Road America).