Party Central: Bud Sponsoring National Tailgating League At LMS
By Michael Smith, Staff Writer, SportsBusiness Journal
Budweiser will be the presenting sponsor on a new venture called the National Tailgating League (NTL) this weekend at Lowe's Motor Speedway, site of Sunday's NASCAR Sprint Cup Coca-Cola 600. The NTL, a pilot program conceived by Todd Hirschfeld of Charlotte agency HMS Worldwide, has reserved a 100-by-100-foot area across the street from the speedway where it will conduct games typically played by tailgaters, such as cornhole. The gaming area will be adjacent to Bud's porta-bar, essentially a bar on wheels surrounded by flat-screen TVs that will keep the contestants and their guests in a party mood. Bud has branding all around the footprint. The pilot program also counts Race Face sunscreen as a sponsor, while Swiss Trax laid the flooring for the cornhole competition area. The tournament winner receives $500 plus tickets to future races, and other competitors will receive prizes that range from ticket packages to Richard Petty Driving Experience packages and Sam Bass NASCAR prints. Hirschfeld said he hopes the program will take off from this weekend and believes it will be useful for any sport where fans tailgate, such as college and pro football and other motorsports events.
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