SBJ/Jan. 24-30, 2011/Marketing and Sponsorship

Energizer putting on high beams with flashlight promotion for NASCAR All-Star Race

Energizer plans to light up the night around Charlotte Motor Speedway with a special fan promotion at NASCAR’s 2011 Sprint All-Star Race.

The battery brand will provide every fan who enters the race a small, Energizer-powered flashlight. Prior to the race, the speedway will turn off its lights, and fans will turn on their Energizer flashlights, jump-starting the promotion, called “Light up the Night.” The race typically draws more than 100,000 spectators.

The promotion is part of a one-race agreement. Terms of the deal were not available.

The partnership with Charlotte Motor Speedway is an outgrowth of Energizer’s relationship with Earnhardt Ganassi Racing with Felix Sabates. Energizer has done paint schemes in the past as part of the Target program with Ganassi.

“It’s important that sponsors who have been affiliated with a team continue to see the value of NASCAR fans and invest in different NASCAR platforms,” said Ganassi Racing President Steve Lauletta. “This is a great example of that.”

In other NASCAR-related sponsorship news, Ganassi Racing is bringing two new sponsors into the sport for the 2011 Sprint Cup season.

The team is expected to announce today the addition of LiftMaster as an associate sponsor and Widia as a one-race primary sponsor. Both deals are for the No. 1 car driven by Jamie McMurray.

LiftMaster makes residential car door openers and commercial door operators. It has no history in NASCAR. It will receive exposure on the No. 1 car, have rights to feature the car and driver in advertising, and be entitled to some appearances by McMurray.

“We’ll piggyback on his success and use him in a lot of our consumer advertising,” said Paul Accardo, manager of advertising and PR at The Chamberlain Group, which owns LiftMaster.

Widia, a new brand developed by the tooling company Kennametal, will be the primary sponsor on the No. 1 car for the April 3 Sprint Cup race in Martinsville, Va.

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