Roush Fenway Racing Inks Deals With Under Armour, AAA
Under Armour and AAA Southern New England each “have inked a regional sponsorship” with Roush Fenway Racing (RFR), according to Scott Van Voorhis of the BOSTON HERALD. AAA will sponsor RFR’s No. 6 Ford driven by David Ragan in Sunday’s NASCAR Sprint Cup Series Lenox Industrial Tools 301 at New Hampshire Motor Speedway (NHMS), while Under Armour will sponsor RFR’s No. 60 Ford driven by Carl Edwards during Saturday’s Nationwide Series Camping World RV Sales 200 at NHMS. The Red Sox tonight before their game against the D’Backs at Fenway Park will hold a pregame ceremony honoring RFR drivers and cars (BOSTON HERALD, 6/25).
TOUCHING ALL THE BASES: SPORTSBUSINESS JOURNAL’s Michael Smith reports AAA is sponsoring a “Races and Bases” sweepstakes that will award a fan and a guest tickets to the September 13 Blue Jays-Red Sox game at Fenway Park and the September 14 Sprint Cup Sylvania 300 at NHMS. Fenway Sports Group President and Red Sox COO Mike Dee said that the campaign is the “latest example of [RFR] using its NASCAR and baseball assets to drive opportunities for its sponsors.” Dee: “This is right out of the textbook of what we had hoped for when we acquired 50[%] of Roush Racing. It opens new doors for our partners and provides them with a broader platform than they would have had individually. This is an example of the kind of program we're touting.” GMR, AAA’s marketing agency, is assisting with the sweepstakes, which launches this week with ads hitting NASCAR.com, MLB.com, RacingOne,com and MRN Radio (SPORTSBUSINESS JOURNAL, 6/23 issue).
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