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SBJ/May 28 - June 3, 2001/Marketingsponsorship
INSIDE THE DEAL
Published May 28, 2001
Men's Health magazine signs as a major associate sponsor of the PacWest CART racing team.
$1.75 million to $2 million
Started in May and runs through the end of the 2001 CART season
Paul Turcotte, publisher, Men's Health; Zak Brown, president, Just Marketing; Ted Minch, business development manager, PacWest Racing
Sign on engine cover of both PacWest CART cars
Sign on nose of both PacWest CART cars
Magazine logo on driver and crew uniforms
Extensive race-day hospitality
Opportunity for participation at marketing kiosks at racetracks
PacWest racing has two cars running in the CART series. Men's Health gets visibility on both cars. Nextel, Panasonic and Powerware are other major sponsors.
Indianapolis-based Just Marketing put together the deal for the magazine. The company exclusively represents corporate clients for motorsports involvement.
Men's Health is published by Rodale Inc. It has a monthly U.S. readership of 8.3 million and more than 20 million readers worldwide.
File this under beginner's luck: The first race for the Men's Health sponsorship was a victory. Driver Scott Dixon won the Lehigh Valley Grand Prix at Nazareth (Pa.) Speedway on May 6. This deal works for Men's Health in large part due to Dixon, a rookie driver who's considered a rising star on the CART circuit (veteran Mauricio Gugelmin drives PacWest's other CART car).
Dixon's youth (he's only 20) and his rigorous fitness schedule make him a figurative — and perhaps literal — poster boy for the magazine. The magazine plans to create some advertorial content featuring Dixon and hopes team sponsors will buy some of the ad space. It's a pricey deal for Men's Health, especially given the rough year in the magazine industry. The exposure for the magazine might sell a few more subscriptions, but the magazine will have to leverage the benefits of this deal aggressively to sell enough ad pages to cover its outlay.
Alan Friedman (email@example.com) is the founder of Team Marketing Report.