SBD/May 23, 2013/Marketing and Sponsorship

Ryan Newman Inks Oral-B Deal; Appearances At Four Sprint Cup Races Included

Procter & Gamble’s Oral-B brand has signed a one-year endorsement deal with Stewart-Haas Racing driver Ryan Newman. The brand’s logo will be featured on Newman’s helmet the rest of the NASCAR Sprint Cup season, and it will use Newman in support of a marketing campaign designed to raise awareness that its toothbrushes are made in the U.S. The brand will host Q&As and run appearances with Newman at four Sprint Cup races this year: Sunday's Coca-Cola 600 in Charlotte; the Coke Zero 400 in Daytona; the AdvoCare 500 in Atlanta; and the AdvoCare 500 in Phoenix. Oral-B in addition to that will feature Newman in a print ad that will appear in race programs at tracks during the Sprint Cup season. Oral-B Communications Manager Kris Parlett said, “We wanted a spokesperson in the sport of NASCAR with multiple qualities. We want this person to be respected, clean, as far as a good record, and someone who conveys the American spirit, the Americana. The more you dig into what Ryan does on the track and off the track, the more you find he’s a family man. He was a great fit to represent our brand.” Newman also has endorsement deals with Coca-Cola, Polaris, Chevrolet and other companies.
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