Las Vegas Motor Speedway Signs New Sponsors To Three-Year Deals
By Michael Smith, Staff Writer, SportsBusiness Journal
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LVMS Adds Budweiser, Miller, Dodge, O'Reilly
Auto Parts As Sponsors For Next Three Years |
Las Vegas Motor Speedway has added Budweiser, Miller, Dodge and O'Reilly Auto Parts as sponsors for the next three years, filling several categories that had been vacant in recent years. O'Reilly is the first sponsor in the auto parts category for the speedway, while the beer category had been vacant for five years. Dodge returns after being away for the last two years. Speedway sponsorships typically sell for the low six figures, but can range to as much as the mid six figures. "With all of the struggles of sponsorship and the automotive industry, getting back to the Dodge relationship was very important to us," said LVMS VP/Sales & Marketing Mike Mossholder. Shelby is the title sponsor of the NASCAR Sprint Cup race at the track and the Shelby Mustang will serve as the pace car, but Dodge trucks and other vehicles will be prevalent around LVMS' events at the speedway, its drag strip and its smaller oval, known as the Bull Ring. O'Reilly, which is a relatively new retailer in the Las Vegas area, thanks to its recent acquisition of Checker Auto Parts, will provide the speedway with a retail presence. Mossholder said O'Reilly is "going to hit the retail market with different offers and point-of-sale displays that we haven't had before" in automotive aftermarket stores. He added, "It's going to be great to have a partner who is talking to the gearheads and being aggressive at retail." Budweiser and Miller come in with different intentions. Bud will be more active on-site with its activation, while Miller will be more focused on retail in the convenience stores and groceries. Both companies will be pouring their brands on the track grounds. In addition to those new deals, LVMS also locked up Sam's Town as the title sponsor of the track's Nationwide Series race for an additional three years.
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