SBJ/February 5 - 11, 2007/This Weeks News

Speed signs up fleet of sponsors

Speed signed sponsorship deals with BFGoodrich Tires, Alltel Wireless and Sunoco around its automotive programming.

Sunoco will sponsor a pit strategy feature in Speed’s NASCAR pre-race coverage. Sunoco is the official fuel of NASCAR.

BFGoodrich signed on as presenting sponsor of the Speed Performance Awards, which will be held at 9 p.m. ET Thursday. It also will present “The Speed Report,” which airs at 8 p.m. ET Sundays.

Meanwhile, Alltel signed on as presenting sponsor of “Wind Tunnel with Dave Despain,” which airs  at 9 p.m. Sundays.

The network also renewed deals that will see The Home Depot be presenting sponsor of the NASCAR Nextel Cup Series pre-race show “NASCAR RaceDay — Built by The Home Depot” and Wrangler be presenting sponsor for “Trackside Live.”

Finally, Speed booked NASCAR series title sponsor Sprint Nextel with title rights to the series “Inside Nextel Cup.”

Speed also plans to roll out branded entertainment specials around Microsoft’s Xbox 360 and Toyota vehicles.

Speed also has had success online, signing Kawasaki to sponsor the motorcycle racing section of speedtv.com, Suzuki to sponsor the consumer section and Yamaha to sponsor online replays of AMA Superbike and AMA Supercross.

Specifics on these deals, including cost, were not provided.

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