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SBD/January 16, 2013/Marketing and Sponsorship
Say Cheez: Kellogg's Cheez-It Brand To Sponsor Watkins Glen Sprint Cup Race
Published January 16, 2013
SCORING BIG: In New York, Chris Gill writes the announcement is “arguably the track’s best catch since re-opening in 1984,” and it gives WGI a “nationally-recognized consumer product for the first time" since '98 when A-B’s Budweiser beer served as title sponsor. The track last year “didn’t have a sponsor for its annual NASCAR visit for the first time since the series returned to the historic road course,” but it now will be sponsored “by a Fortune 500 company.” Printup said, “It’s not just a regional marketing company. Heluva Good was great for us, but it didn’t have that exposure. ... It is beyond critical for us to have that consumer packaging good naming our sport, and naming at The Glen in particular.” He added, “Our goal is the integration of the consumer market and the exposure we want to do locally and regionally is whatever we can do with that box and whatever we can do with our brand -- doing special kiosks at stores, doing end caps at stores.” Gill notes WGI officials met with Kellogg’s “following last year’s NASCAR weekend at The Glen, meeting through a liaison” from parent company ISC (CORNING LEADER, 1/16). Printup said, "It's the first time since the Bud at The Glen we have a consumer product that's available anywhere -- in every corner store, every grocery store, every gas station. I think that's critical for racing and the sport as a whole" (AP, 1/15).