Chase popular with tracks’ marketers

While sponsors have been slow to activate around NASCAR’s Chase for the Nextel Cup, participating racetracks have been active in using their positions in the Chase to market their events.

Martinsville Speedway is touting its Oct. 22 Subway 500 as the only short-track stop in the Chase. Lowe’s Motor Speedway is reminding consumers that the Oct. 14 Bank of America 500 is the only night race in the Chase. LMS also will debut a computer-animated national TV ad on TNT the weekend of the Bristol race (Aug. 25-26) that shows meteors crashing into LMS at night, with drivers crawling out of the craters.

Texas Motor Speedway is sponsoring a radio contest that will send listeners to each of the 10 Chase races, and Phoenix International Raceway is taking advantage of its position as the next-to-last race by branding it the “Semifinal Showdown.”