SBD/February 10, 2012/Marketing and Sponsorship

Heluva Good Not Returning As Title Sponsor For Watkins Glen, Michigan Cup Races

Heluva Good this week pulled sponsorship offer with WGI, MIS off table
Snack brand Heluva Good "will not return as a title sponsor of the August NASCAR weekend" at Watkins Glen Int'l, according to Chris Gill of the CORNING LEADER. Sister track Michigan Int'l Speedway, which also "had Heluva Good! title sponsorship for one of its two Sprint Cup Series, received the same news." WGI President Michael Printup said, "I was 99.9 percent sure we had a done deal. We had a counteroffer in terms of the terms back to them late last week, then this week they pulled the deal from the table. We were a little surprised, they’ve been a great partner and we’re sad to see them go." Heluva Good, which became the title sponsor of the NASCAR Sprint Cup Race in ‘09, plans to "scale back and concentrate on smaller marketing projects." That leaves WGI and MIS in "a lurch with the 2012 NASCAR season just weeks away." Printup indicated that he does not have a backup plan. Printup: "We weren’t talking to anyone because we were actively engaged with Heluva Good!. We (have a second option) as of yesterday" (CORNING LEADER, 2/10).
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