Toy State has added another four races to its NASCAR Sprint Cup Series sponsorship deal with Tommy Baldwin Racing for the No. 7 Chevy driven by Alex Bowman. The toy maker originally signed on for five races earlier this month. Toy State will formally announce the deal next week. The four additional races are in the back half of the season, closer to the holiday shopping season. Toy State GM of U.S. Operations & Senior VP/Global Marketing Andy Friess would only confirm the deal now reaches seven figures. He added that outside of TV, the NASCAR deal is Toy State’s largest marketing spend ever. Friess said early returns on the deal -- which include Bowman yesterday running the fastest lap in Daytona 500 practice -- have been “fantastic” (Adam Stern, Staff Writer).
CHIP ON HIS SHOULDER: The AP's Jenna Fryer wrote Chip Ganassi Racing driver Kyle Larson "is ready to become NASCAR's next superstar," and there are "high expectations for Larson to have a breakout year" during his sophomore campaign in the Sprint Cup Series. Larson will "be the star of a national commercial for sponsor Target that will debut during the Daytona 500." Target "reallocated some of its spending on Ganassi's IndyCar program this season to focus on marketing" Larson and IndyCar driver Scott Dixon. The retailer also is "launching a TeamTarget.com hub on Sunday that will chronicle the season and host a series of additional videos featuring both drivers." Larson said, "I hope I'm the next big thing. We'll just have to wait and see" (AP, 2/17).
COLD FRONT: The GLOBE & MAIL's Jeff Pappone reported Canadian Tire "will end its decade-long partnership" with the NASCAR's Canadian Series at the end of '15, "a move that may leave stock cars on shaky ground in this country." The brand's sponsorship of driver Scott Steckly also will end. The conclusion of the title-sponsorship deal "comes 10 years into NASCAR's ownership of the series, which was supposed to breathe new life into the old CASCAR Series." In reality, it is "almost impossible to see any difference, and it's tough to blame Canadian Tire for jumping ship because it's doubtful the retailer gets much value for its sponsorship money" (GLOBE & MAIL, 2/18).
ROLL TAPE: Goodyear yesterday announced that it has teamed up with Joe Gibbs Racing driver Carl Edwards to roll out the newest additions to its "Tire Talk" video series. Building on last year's "Tire Talk" videos with Kevin Harvick, Edwards expands the series with three new videos closely linked to Goodyear consumer-tire benefits. The company's goodyear.com/racing site will feature the 60-second version airing during the Daytona 500 (Goodyear).
