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Marketing and Sponsorship

John Force Not Seeing Anticipated Response From Sponsors For His NHRA Racing Team

John Force Racing after last year's NHRA season was "thrust into financial peril with the loss of two multi-million dollar corporate sponsors," and as a result, drag racing's "most successful driver has been fighting to save his family business," according to Michael Knight of the ARIZONA REPUBLIC. Force's team includes daughters Ashley, Courtney and Brittany and son-in-law Robert Hight. Castrol after last season "ended its 29-year sponsorship, and Ford drove away after 17 years," both of which "wiped out over half his income." Force said, "I thought I'd have people falling out of the sky wanting to sponsor me." Force said that prospective corporate replacements told him he was "asking (for) too much money." Force: "They said, 'Cut it 25 percent.' I still couldn't sell it. No matter who you are, or how good you are, it's about budgets." Knight notes Force reduced his $8M payroll by almost $2.5M, and he "took personal funds out of the stock market to help pay the bills and hire marketing agencies." Peak antifreeze "agreed to back Force for more than half of this season's 24 Mello Yello Series events," and Lucas Oil "became an associate sponsor." A new manufacturer alliance with Chevy also "was signed just before Christmas." Meanwhile, Force is "optimistic a sponsor for Brittany's Top Fuel car will be announced next month." But he said, "I'm not funded to where I used to be. I don't think, in my lifetime, I will get there again because of the economy." Hight has a "five-year Auto Club sponsorship," and Courtney Force has a "two-year commitment from Traxxas." John Force said, "We have to take a step back, reorganize, without affecting winning" (ARIZONA REPUBLIC, 2/20).

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