Roush Fenway Racing and Kellogg Co. announced a multiyear extension of their NASCAR partnership. Kellogg will serve as primary sponsor of the No. 99 Ford for four Sprint Cup Series races in ’12, teaming its Frosted Flakes cereal and Cheez-It crackers with driver Carl Edwards. Kellogg has served as the primary sponsor of the No. 99 Ford for the past two seasons (Kellogg). SCENEDAILY.com’s Bob Pockrass noted Fastenal will sponsor Edwards “for 17 Cup races next year and UPS will sponsor one.” Edwards earlier announced that Aflac will “continue as primary sponsor for select races” (SCENEDAILY.com, 12/15).
BANG FOR THE BUCK: PROMO magazine noted NASCAR currently has 40 sponsors and is “seeing signs of renewed interest.” NASCAR VP/Partnership Marketing & Business Solutions Norris Scott said over the last 18 months, “as a result of the economy, partners are looking for more tangible assets.” Scott: “NASCAR intellectual property is still the core benefit of the sponsorships, but partners want hospitality, and retail marketing, as well as event marketing, online promotions and B-to-B. Without a doubt the majority of our partners are asking to see those in their official partnerships with us. We’re addressing these needs with a five-year plan” (PROMOMAGAZINE.com, 12/12).
NOTES: Tag Heuer Eyewear Thursday announced that it has re-signed NASCAR driver Kurt Busch to a multiyear endorsement deal. Per the deal, Busch will continue to sport the Tag Heuer Eyewear logo on his racing helmet (Tag Heuer Eyewear)....Geico has signed a three-year renewal with Morgan Lucas Racing to sponsor the NHRA driver for three more years. Geico initially joined Lucas' team in '09 (THE DAILY).
