SBD/April 23, 2012/Marketing and Sponsorship

5-hour Energy Extends Sponsorship Of Bowyer For 37 Of 38 Sprint Cup Races

5-hour Energy will spend up to three times what it spent last year on sponsorship
5-hour Energy began the year planning to sponsor NASCAR driver Clint Bowyer's No. 15 Michael Waltrip Racing Sprint Cup entry for “about two-thirds of the season," but the company announced Friday it "would pick up the remaining races of the year," according to Jim Utter of the CHARLOTTE OBSERVER. The energy drink “will now sponsor Bowyer in 37 of 38 Sprint Cup Series events.” 5-hour Energy President Scott Henderson said, “We have measured real growth through our retail partnerships, in-market activation, sales growth and brand awareness. The numbers show we’ve exceeded all expectations. This increase allows us to target even more markets. It was kind of a no-brainer” (CHARLOTTE OBSERVER, 4/21). Henderson said that his company, which sponsored Steve Wallace in the Nationwide Series last year, will “now spend up to three times what it spent last year on its NASCAR sponsorship.” Henderson said that the Cup sponsorship “has resonated more with retailers nationally than the Nationwide deal and that more TV exposure in the Cup series has had significant benefits as Bowyer has run well.” Bowyer currently sits 11th in the points standings. The lone Cup race 5-hour Energy will not sponsor will be the Aaron's 499 at Talladega Superspeedway on May 6. Bowyer's car will feature “Aaron’s sponsorship with a University of Alabama football championship paint scheme" for that race (, 4/20).

POSITIVE MOMENTUM: USA TODAY’s Nate Ryan wrote the 5-hour deal “could foreshadow more good news for MWR, which is seeking to resign both the driver (Martin Truex Jr.) and sponsor (NAPA) of its No. 56 Toyota.” Team Owner Michael Waltrip said that the “surge is perfect timing as talks have started about keeping both NAPA and Truex in the fold beyond this contract year.” Waltrip said, "There's no need to worry about (an extension). Just race, let some time pass and try to get the details worked out and be able to hopefully put something together for years to come. NAPA has been the greatest partner. We were able to extend Aaron's last year, and they've been overwhelmed with all the success and the positive vibe around the 55 as is NAPA, and hopefully use that momentum to continue that relationship" ( 4/21).
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