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SBJ/20080623/This Week's News
Roush Fenway combines assets for AAA promo
Published June 23, 2008
AAA is sponsoring a “Races and Bases” sweepstakes that will award a fan and a guest with tickets to a Boston Red Sox game and a NASCAR Sprint Cup race at New Hampshire Motor Speedway on the same September weekend.
Races and Bases is the latest example of Roush Fenway Racing using its NASCAR and baseball assets to drive opportunities for its sponsors, said Mike Dee, the Red Sox’s COO and president of Fenway Sports Group.
“This is right out of the textbook for what we had hoped for when we acquired 50 percent of Roush Racing,” Dee said. “It opens new doors for our partners and provides them with a broader platform than they would have had individually. This is an example of the kind of program we’re touting.”
AAA is the primary sponsor of Roush Fenway’s No. 6 Ford, driven by David Ragan, while its Southern New England AAA affiliate is in its first year as a Red Sox sponsor.
The automobile club and insurance company is using the promotion to generate exposure for its new AAA Mobile program, a navigational application that AAA delivers straight to a wireless phone. Consumers will register for the sweepstakes by going to AAA.com/AAAmobile.
The ticket giveaway will be for the Red Sox game Sept. 13 against Toronto and the Sprint Cup Sylvania 300 on Sept. 14. AAA’s marketing agency, GMR, is assisting with the sweepstakes, which will launch this week. Advertising will hit NASCAR.com and MLB.com, as well as RacingOne.com and MRN Radio.
In addition to its sponsorships, AAA also has a promotional relationship with MLB Properties, and affiliates, AAA Northern New England has a sponsorship with the speedway.