SBJ/Feb. 14-20, 2011/Media

Addition of Wal-Mart sets a Daytona record for Speed

Speed recently closed a deal with Wal-Mart, giving the network nine sponsors for its Daytona Speedweeks coverage.

The sponsorship total is the highest ever for the network during the two weeks of NASCAR competition at Daytona International Speedway and increases Speed’s advertising sales during Speedweeks by 35 percent compared with last year. Network executives said the increases were driven by a boost in price and volume that resulted from a strong sports marketplace, the return of the automotive sector and momentum from last year’s dramatic three-way finish in the Chase for the Sprint Cup Championship.

“NASCAR RaceDay Built by The Home Depot” will be back for a fifth year on Speed.
Speed officials said they did not lose any advertisers from 2010.

“We’ve been very consistent preaching one simple message: Speed is the home of the NASCAR fan, and we are the most cost-efficient way to connect with the core NASCAR fan,” said David Safran, Speed’s vice president of sales. “That message is really resonating with advertisers and clients.”

Wal-Mart is Speed’s biggest new corporate partner. The company will be presenting sponsor of Speed’s “Trackside” show, which premiered at Daytona in 2004. The show will be hosted Friday night from the Speed stage at Daytona International Speedway.

NAPA, Best Western and the AARP, which last year signed a primary sponsorship with Jeff Gordon’s No. 24 car to promote its Drive To End Hunger campaign, are Speed’s other new associate partners for 2011 Speedweeks coverage. Goodyear also returns after several years as the presenting sponsor of the Daytona NASCAR Camping World Truck Series race, which will be held this Friday.

In addition to new partners, Speed retained previous sponsors Geico, Gillette and Toyota.

Toyota plans to use Speed’s Speedweeks coverage to promote its third Sponsafier campaign. The online contest allows fans to submit a design for a car and then see that design featured on the pace car at an upcoming race. The promotion received 180,000 submissions in 2010, and Toyota is bringing it back this year. It plans to tease the campaign with 15-second spots on Speed and then reveal it with a 60-second spot during the Daytona 500.

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