SBD/February 7, 2014/Marketing and Sponsorship

Bristol Motor Speedway Extends Food City Deal, Including Spring Race Title Sponsorship

Food City parent company K-VA-T Foods and Bristol Motor Speedway on Thursday announced that the title sponsorship deal for the track's spring NASCAR Sprint Cup race has been extended for five years, a length that in "today's economic climate is rare" in NASCAR, according to David McGee of the BRISTOL HERALD COURIER. BMS and K-VA-T have "a business relationship extending back" to '92, when Food City "first replaced Valleydale meat products as the title sponsor." It is the "second-longest continuous title sponsorship in NASCAR racing, trailing just Coca-Cola’s sponsorship of the Memorial Day race" in Charlotte. BMS GM Jerry Caldwell said that he is "aware of only two or three other tracks that have similar long-term agreements." While terms of the deal were not announced, accompanying the new agreement are two new programs to "reward race ticket-holders with discounts on gasoline and free race tickets." K-VA-T President & CEO Steve Smith said that all BMS season ticket-holders "will automatically receive bonus points on their Food City value cards good for two fuel discounts of 15-cents per gallon at all 105 Food City locations." Meanwhile, Caldwell said that advance ticket sales for the Food City 500 on March 16 "are going well" (BRISTOL HERALD COURIER, 2/7).
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