SBD/May 1, 2012/Marketing and Sponsorship

Front Row Motorsports Signs One-Race Primary Sponsorship With McCall Farms

Front Row Motorsports has signed McCall Farms, the manufacturer of Green Boiled Peanuts, for a one-race primary sponsorship at the May 12 Bojangles Southern 500 in Darlington, S.C. Financial terms of the deal were not available. The S.C.-based company will be featured on the No. 34 car driven by former Roush Fenway Racing driver David Ragan. McCall Farms sells canned boiled peanuts, beans, tomatoes and other products. The company plans to launch a sweepstakes on David Ragan's website where it will give away T-shirts and boiled peanuts. McCall Farms Sales Manager Camp Blanton said, "The NASCAR fan is our consumer. If it goes well, we'd possibly do more of this down the line." Front Row Motorsports has open inventory on one of its two cars during every race in the NASCAR Sprint Cup Series. Front Row CMO Robin Johnson said, "We know we aren't going to be the competition on the racetrack week in and week out, but we feel we can beat them on value proposition. We're focusing on challenger brands that may not be No. 1 in their category yet. We're a challenger team."

COAL TRICKLE: JR Motorsports signed the American Coalition for Clean Coal Electricity to a sponsorship. The deal will see the coalition become the primary sponsor on JRM cars at four races and an associate sponsor through the rest of the '12 NASCAR Nationwide Series season. Sports Marketing Consultants, Inc., which is headed by Andrew Campagnone, assisted with the deal.
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