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SBJ/January 22 - 28, 2007/This Weeks News
Office Depot takes care of biz, extends its NASCAR deal
Published January 22, 2007
Office Depot, which has used its motorsports sponsorships to target small businesses, will announce this week that it has extended its official partnership with NASCAR.
Office Depot’s status as NASCAR’s official office products partner originally was a two-year deal stretching over 2005 and ’06. The new deal is thought to be two years in length as well, although the Delray Beach, Fla.-based company wouldn’t comment on the terms.
An announcement is expected Wednesday during the NASCAR media tour’s stop at Roush Racing, where Office Depot sponsors Carl Edwards’ No. 99 Ford.
Office Depot also will continue its annual “Official Small Business of NASCAR” promotion, which will launch at the Daytona 500 next month.
Any business with fewer than 100 employees is eligible for the sweepstakes, and the randomly chosen company is allowed to use the NASCAR bar on catalogs and office stationery. The winner also receives a shopping spree at Office Depot, as well as space on Edwards’ car.
The promotion, which first launched in 2005, was part of the reason NASCAR named Office Depot the Marketer of the Year that year.
In addition to the NASCAR and Roush Racing deals, Office Depot’s motorsports portfolio includes partnerships at International Speedway Corp. and Speedway Motorsports Inc. tracks.