SBJ/June 30-July 6, 2014/Marketing and Sponsorship

Lucas Oil extends series deal

Lucas Oil has signed a five-year extension of its title sponsorship of the Pro Motocross Championship, which is managed by NBC Sports.

Financial terms of the deal weren’t available. Lucas Oil has sponsored the series since 2009. Its previous deal was valued in the low seven figures annually.

The five-year sponsorship means the series will continue to be known as the Lucas Oil Pro Motocross Championship.

Lucas Oil will produce all TV coverage from the motocross series.
Photo by: GETTY IMAGES

Lucas Oil will have signage and on-site activation rights at the series’ 12 races, which are held between May and September, and it will receive four 30-second commercials during 39 hours of broadcasts on NBC and NBC Sports Network (three hours on NBC and 36 hours on NBCSN).

NBC signed a separate agreement that will see it pay Lucas Oil to produce all of the TV coverage from the motocross races. Lucas Oil will produce 63 hours of coverage annually. Of that, 24 hours will air on the motorsports network that Lucas Oil owns called MavTV, which is distributed in 27 million homes.

Lucas Oil signed its initial sponsorship of the motocross series in 2009. It was the company’s first sponsorship of a two-wheel form of racing, and Lucas Oil was launching a motorcycle products line at the time.

“This has been a good property to promote that line of our business,” said Bob Pattison, Lucas Oil executive vice president. “We’ve seen significant growth in our motorcycle line, and I attribute that largely to our investment in the outdoor motocross business.”

In 2013, the Lucas Oil Pro Motocross Championship averaged 536,000 viewers over three hours on NBC and 159,000 viewers over 21 hours on NBCSN. It drew 274,764 spectators over 12 races.

In addition to sponsoring the Pro Motocross Championship, Lucas Oil sponsors the NHRA, the Lucas Oil Off Road Racing Series, the New York Mets, Indiana Pacers, Lucas Oil Stadium in Indianapolis and a host of other sports properties.

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