SBJ/August 21 - 27, 2006/This Weeks News

New ‘NASCAR Angels’ syndicated program adds as major sponsor

NASCAR’s new syndicated reality TV series “NASCAR Angels” has added as a major sponsor in a deal that includes product integration, billboards and ad inventory.

The weekly 30-minute show will launch Sept. 12 in about 95 percent of the U.S. on close to 200 stations. Litton Entertainment is handling syndication, while MagicDust Television is producing the show.

Goodyear’s Gemini Auto Repair has already signed a presenting sponsorship deal; NASCAR is still searching for a second presenting sponsor and two more major sponsors.

“The goal was for us to clear 80 percent of the country, and we’ve surpassed that,” said Odis Lloyd, managing director of NASCAR’s automotive aftermarket group. “The acceptance has been beyond the syndicator’s expectations.”

“Angels” is being billed by NASCAR as “Extreme Makeover: Home Edition” meets “Pimp My Ride.” Hosts Rusty Wallace and Shannon Wiseman will visit 10 markets, many near Nextel Cup events, to help people whose car problems are keeping them from their most basic needs.

The show’s 22 original episodes (and 30 repeats for a 52-week series) will incorporate NASCAR drivers and, like “Extreme Makeover,” attempt to reward a deserving family by bringing their dying clunker back to life.

Ty Taylor, president of, said plans to integrate his company’s services into the show have not been finalized, but its ability to help people access and understand their credit scores could be offered to those with credit issues.

“Angels” will be available on ABC affiliates in New York, Los Angeles, Chicago, Philadelphia, Houston and Atlanta, as well as on WGN. The show will be in 18 of the top 20 markets and 45 of the top 50.

This deal also lined up with Taylor’s plan to use NASCAR to raise awareness., an Experian company, signed its first sports sponsorship this year when it joined Roush Racing as an associate sponsor. Taylor said he will be looking for more opportunities — perhaps a more significant role with a team — in the future and has enlisted the help of Motorsports Marketing Solutions, Braselton, Ga.’s deal for the first season is believed to be valued in the mid-six figures, according to industry insiders, and a presenting sponsorship runs in the low seven figures.

Alan Taylor Communications helped NASCAR find, Lloyd said.

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