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SBD/October 21, 2013/Marketing and Sponsorship
War Eagle: Jamie McMurray Drives Auburn-Sponsored Car Into Victory Lane At Talladega
Published October 21, 2013
THE BEST THING SINCE SLICED BREAD: SPORTING NEWS' Bob Pockrass reported driver Kurt Busch for yesterday's race was sponsored by Wonder Bread, but instead of it being a full tribute to the movie "Talladega Nights," it was a "move by Wonder's new owners to reintroduce the brand in a way that might generate some buzz." Busch said that he had to "convince Furniture Row Racing owner Barney Visser to run the Wonder bread paint scheme instead of having his own company on the car." Busch: "It's just a fun opportunity to make a strong impact with advertising." He added that the deal "shows the role NASCAR can play when a brand has to relaunch" (SPORTINGNEWS.com, 10/18). More Busch: "This is a re-launch of a brand. Wonder Bread was off the shelves this summer and ... the parent company came to Furniture Row and said, 'We saw Kurt do that deal with 'Talladega Nights' ... when they were promoting the Armed Forces Foundation (and) what can we do to be part of that same campaign?' Except this is a sponsorship campaign where they want to receive return on investment from advertising on a NASCAR team" ("NASCAR Now," ESPN2, 10/19).