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SBD Global/July 4, 2013/Marketing and Sponsorship

Whelen To Title Sponsor NASCAR's Euro-Racecar Touring Series

Longtime NASCAR sponsor Whelen, which makes safety lights for police cars, fire trucks and other safety vehicles, has signed a seven-year agreement to title sponsor the Euro-Racecar Touring Series, according to Tripp Mickle of SPORTSBUSINESS JOURNAL. It is the largest sponsorship that NASCAR has brought to Euro-Racecar since it struck a licensing deal last year to lend its name and logo to the stock car series. Whelen’s deal is with both NASCAR, which sold the deal, and Team FJ, which owns and operates the European series. Financial terms were not available. The Connecticut-based company plans to use the series to boost its business in Europe. Whelen VP Phil Kurze said its sales representatives will attend events and take government officials to races in Spain, Germany, France and England. Kurze said it took a similar approach with its sponsorships of NASCAR’s Mexican and Canadian series and saw it boost sales in those markets. The deal highlights NASCAR's increasing involvement with the Euro-Racecar Touring Series (SPORTSBUSINESS JOURNAL, 7/1 issue).
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