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SBD/February 29, 2012/Marketing and Sponsorship
Tide Gains Exposure During Daytona 500 Sans NASCAR Sponsorship
Published February 29, 2012
CLEANUP ON TURN 3: In Memphis, Kyle Veazey notes the truck Montoya rear-ended “bore the turquoise-and-yellow logo of ServiceMaster Clean, a division of Memphis-based ServiceMaster Company.” ServiceMaster CMO Jim Wassell said, “I was pinching myself. We didn’t hit anything, We were hit. We didn’t cause the accident. We were just the beneficiaries of a lot of air time on our brand.” The company had “10 or 15 minutes of the logo on Fox’s national broadcast” and around “1,000 or so media mentions by 8 a.m.” Veazey notes ServiceMaster in ’09 began a “sponsorship of the entire caution period” with NASCAR that runs through ’13 and “includes such branding at 21 of the tracks that host races” on the Sprint Cup Series (Memphis COMMERCIAL APPEAL, 2/29).