SBD/February 20, 2013/Marketing and Sponsorship

Wheels & Deals: Wrangler Produces Video Series With Dale Jr. Honoring Father

SPORTING NEWS' Bob Pockrass reported Wrangler has produced an online video series featuring NASCAR driver Dale Earnhardt Jr. and team owner Richard Childress discussing memories of late driver Dale Earnhardt "as part of the company’s personal endorsement deal" with Earnhardt Jr. Wrangler VP/Marketing Craig Errington said Earnhardt Jr. will be in "national TV, national print, national radio and online marketing as well." Errington said of the online video series, "Having the relationship we’ve had with them and having the great opportunity to be tied in to a great part of racing history, we really wanted to try to bring that more to life to our current followers and fans, both Wrangler fans and NASCAR fans" (SPORTINGNEWS.com, 2/19).

HIT THE BRAKES: Virginia-based brake pad manufacturer FDP Friction Science signed a multiyear sponsorship agreement with NASCAR that makes its Duralast brand the official brakes of the sport. Duralast will join the NASCAR contingency program and provide the “Brake in the Race Award” on a weekly basis to the driver running out front at the time of the first caution of a race. A year-end award will be given to the driver who wins the most “Brake in the Race” awards during the season. FDP's other brands include MaxStop and EcoStop (Tripp Mickle, Staff Writer).

GET HOME SAFELY: In Daytona Beach, Skyler Swisher reports the Florida DOT has "paid $174,500 to sponsor" Joe Nemechek's No. 87 Toyota in Saturday's NASCAR Nationwide Series DRIVE4COPD 300 at Daytona Int'l Speedway as part of its Alert Today Alive Tomorrow campaign. The sponsorship is part of a "broader statewide public awareness campaign" (Daytona Beach NEWS-JOURNAL, 2/20).

NAME GAME: In Charlotte, Jim Utter reported Walmart with its sponsorship of the June 9 NASCAR Sprint Cup Fan Driven 400 at Pocono Raceway has created a "socially driven program that gives fans a voice" in branding the race. Fans through May 27 can "submit ideas and vote via Walmart's local Facebook pages on details including the race name" (CHARLOTTE OBSERVER, 2/16).

SPECIAL DELIVERY: UPS announced its entry into F1 racing with a multiyear sponsorship deal of Scuderia Ferrari. The UPS shield will be visible on the Ferrari F1 cars driven by Fernando Alonso and Felipe Massa. The company's logo also will appear on the driver's racing overalls and the team's fleet of transporters and trackside equipment. UPS will become the official logistics and shipping sponsor for Ferrari (UPS).

SMOKE SIGNALS: Rahal Letterman Lanigan Racing has "signed blu eCigs to sponsor the IndyCar team this season." The electronic cigarette brand will be the "primary sponsor for Mike Conway at Long Beach in April, and will be an associate sponsor on Graham Rahal's car for the entire season." Blu eCigs will "take on a high-profile role with the team through strategic branding and personal services" (AP, 2/20).
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