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Marketing and Sponsorship

LiftMaster Activating Around Coca-Cola 600 In Hopes Of Attracting Firefighters

LiftMaster, an associate sponsor of Earnhardt Ganassi Racing, Tuesday brought in Charlotte-area fire departments for a skills competition. The winner, Albemarle Fire Department, won a garage door system overhaul for its department. LiftMaster, one of the nation's largest manufacturers of commercial door operating systems, is sponsoring Charlotte Motor Speedway's pole day on May 24 before the Coca-Cola 600, and it plans to give 4,500 tickets to regional firefighters that day. The company also will have a parade lap featuring area fire trucks. LiftMaster has 75% market share in the commercial door operating system market, but it is trying to expand its sales to fire departments. In their haste to respond to calls, firefighters are prone to drive through their garage doors, but LiftMaster has developed a lighting system that shows a green light when the garage doors are clear and the truck is free to go. LiftMaster Sponsorship Manager Neal Villarin said, "We're using the motorsports platform as a megaphone to reach that group [firefighters] and educate them about what we offer. Many have LiftMaster products but don't know we can add accessories and packages to give them the peace of mind that they're not going to [go] through their doors."

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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