SBD/September 21, 2012/Marketing and Sponsorship

Cowabunga, Dude! Gordon To Sport "Teenage Mutant Ninja Turtles" Paint Job In Charlotte

Gordon’s car will feature ninja turtle Leonardo, his favorite turtle, during the Oct. 13 race
NASCAR driver Jeff Gordon will sport a Teenage Mutant Ninja Turtles paint scheme on the No. 24 Sprint Cup Series car during the Oct. 13 Bank of America 500 at Charlotte Motor Speedway as part of a "partnership between Gordon, AARP, AARP Foundation and Nickelodeon's Helping and Leading Others program on Drive to End Hunger," according to Brian De Los Santos of CBSSPORTS.com. Gordon said, "To have a cool car like this, I know the kids are going to be excited about it. ... My kids, that's all we DVR, that's all we watch is Nickelodeon programming" (CBSSPORTS.com, 9/20). Gordon noted the partnership includes the launch of a "new PSA that is about battling senior hunger." Gordon’s car will feature ninja turtle Leonardo, his “favorite” turtle ("NASCAR Now," ESPN2, 9/20). YAHOO SPORTS’ Nick Bromberg noted Nickelodeon, “which currently airs the third incarnation of the animated series, is sponsoring the pre-race festivities at the track” (SPORTS.YAHOO.com, 9/20).

RISKY BUSINESS: SI.com’s Cary Estes wrote the "bigger obstacle” in the potential return of suspended NASCAR driver A.J. Allmendinger may not be finding a team but "convincing sponsors to financially support a car driven by Allmendinger.” Most sponsors "flee from controversy,” and Allmendinger's on-track record “certainly does not help his cause -- he is winless in 169 Sprint Cup starts.” Sponsors “might forgive a mistake made by an established winner, but they have no desire to attach their name to a tainted driver who has yet to prove he is worth the gamble” (SI.com, 9/20).
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