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A-B Expands Deal With Daytona Int'l Speedway, Will Trade Shootout Entitlement For Duels
Published February 24, 2012
SHOOTOUT VIEWERSHIP ON DOWNWARD TREND: Shootout viewership has declined for five consecutive years. Fox finished with a 4.2 rating and 7.467 million viewers for the NASCAR Sprint Cup Budweiser Shootout last Saturday night for Kyle Busch’s win. Brown said the TV audience decrease was discussed internally as Budweiser weighed dropping its entitlement of the event, but he said that Budweiser has ample brand awareness, so that was not as much of an issue as the fact that the company was excited about the opportunity to own Speedweeks. He said that the A-B marketing team has talked about possibly hosting an afternoon concert or happy hour party after next year’s Duel. Brown: “Super Bowl is so fresh in our minds. We do some incredible things there for Bud Light. This is the Super Bowl of racing and we want to do some incredible things here for Budweiser. Making the experience more engaging for fans is what we’re all about.”
NO TITLE SPONSOR FOR DAYTONA 500: DIS President Joie Chitwood said that he never entertained signing Budweiser or any other sponsor as a title sponsor for the Daytona 500. Chitwood: “If I entertained that thought, they would probably be looking for a new president. The Daytona 500 is the Daytona 500 and I don’t see any reason to enhance that with a sponsor’s name around it.” The speedway’s sales team is searching for a new title partner to replace Budweiser for the Shootout. That deal would likely be worth $1-2M. Chitwood said that Gatorade will remain the official isotonic beverage of the speedway and sponsor of victory lane. The company’s agreement with ISC, Daytona’s parent company, is up for renewal this year. The Budweiser deal was put together by Chitwood and ISC Account Director Carrie Register. Brown said that Chitwood first broached the idea of Budweiser taking over entitlement for Speedweeks when the two were in Chicago for the first race of the '11 Chase for the Sprint Cup Championship. Brown: “It was one of those would-you-be-interested-if conversations. It wasn’t fully baked but it did get our attention.”