Sears Craftsman, EA Sports Team For NASCAR Videogame Tourney
EA Sports and Sears Craftsman are teaming to stage the inaugural EA Craftsman NASCAR Challenge videogame tournament beginning July 27-29 in Indianapolis, according to Michael Smith of SPORTSBUSINESS JOURNAL. Sears and Kmart stores in 11 markets will serve as qualifying sites for the competition. Event organizers "intend to awaken these stores with celebrity appearances, autograph signings and the buzz that comes from hundreds of gamers competing in national tournament on the soon-to-be-launched 'NASCAR ’08'" videogame. Craftsman, the title sponsor of NASCAR's truck series, "sought involvement with EA Sports to bring a younger audience" into Sears and Kmart stores. Sears Manager of Brand Development & Sponsorships Scott Howard: "We were looking to tap into a younger audience." Smith notes that in the competition, 16 finalists will advance to the championship rounds at Homestead-Miami Speedway during the NASCAR season finale on the weekend of November 16-18. Each of the finalists will win an “expense-paid weekend in Miami and the champion will go home with $10,000, as well as other prizes to be determined” (SPORTSBUSINESS JOURNAL, 6/4 issue).
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