Office Space: ESPN Lands Retailer As NASCAR Coverage Sponsor
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ESPN Signs Office Depot As
Sponsor For NASCAR Coverage |
ESPN has signed Office Depot to a marketing partnership for its NASCAR coverage
and is “close to several deals to sell key on-air sponsorships,” according to
Jon Lafayette of TV WEEK. ESPN/ABC’s NASCAR Nextel Cup coverage begins in July,
and ESPN/ABC Sports Consumer Marketing & Sales President Ed Erhardt indicated
that ESPN has “gone to market early,” and is offering “multimedia packages designed
to help marketers reach race fans whenever they’re thinking about NASCAR,” a strategy
similar to what the net used to sell “MNF” sponsorships. As part of Office Depot’s
NASCAR efforts, the company runs a promo in which small businesses compete to
have their logo placed on the back of the No. 99 Office Depot Ford driven by Carl
Edwards. Under the ESPN deal, the company will promote the contest in a co-promotional
ad featuring Edwards that will appear on ESPN beginning in February. Also, other
messages will appear in “a variety of other media” before the contest ends during
the May 27 Coca-Cola 600. Erhardt said working with Office Depot and its agency,
Prometheus, “We came up with a way to take that cool concept and take it up a
notch” (TV WEEK, 1/1 issue).
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