SBD/July 17, 2012/Marketing and Sponsorship

Baltimore Grand Prix Announces Dr Pepper, Giant Food, Sunoco As First Sponsors

Baltimore Grand Prix signed its first three sponsors less than two months before race
Seven weeks in advance of the Baltimore Grand Prix, race organizers yesterday “announced several sponsors at a promotional event" that launched their first marketing campaign, according to Luke Broadwater of the Baltimore SUN. Sunoco, Dr Pepper and Giant Food were announced “as the first sponsors of the second running of the Baltimore Grand Prix.” Organizers declined to disclose dollar figures, but said the multiyear sponsorships were "significant." Columbia, Md.-based Grant Capital Management President & CEO J.P. Grant, who is heading race operator Race On LLC, said that Giant Food “will place Grand Prix promotional displays at its area grocery stores.” Under the deal, Dr Pepper Ten will be named “the official soft drink of the Grand Prix; Sunoco will be the official fuel partner and Giant will be the official grocery store.” Grant said that he “expected to announce additional sponsorships soon.” However, race organizers said that they “do not expect to land a ‘title sponsor,’ which could bring in more than $1 million for an event.” They also have said that they are “prepared to lose money on this year's race but pledged that no vendor or taxpayer would go unpaid” (BALTIMORESUN.com, 7/16).
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