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SBD/March 16, 2012/Marketing and Sponsorship
Southern Living: Bojangles' To Serve As Title Sponsor Of Darlington's Sprint Cup Race
Published March 16, 2012
Charlotte-based QSR Bojangles has signed a five-year deal to serve as the title sponsor of the annual NASCAR Sprint Cup race at Darlington Raceway. The Bojangles Southern 500 will be held on May 12. The deal also allows Bojangles' to serve its products at five ISC-owned tracks (Bojangles). In South Carolina, Bob Spear reports ISC officials "made first contact with Bojangles' to explore sponsorship opportunities, and the availability of Darlington appealed to the restaurant chain's officials." Darlington Raceway President Chris Browning said, "We went into the negotiations with the idea of a three-year deal, and the Bojangles' people suggested five years. ... The length of this sponsorship is extremely important." Spear notes Showtime and Go Daddy have served as "stopgap measures" after Dodge pulled its title sponsorship prior to the '09 race (Columbia STATE, 3/16).