Richmond Int'l Raceway has hired Paul Heyman and his N.Y.-based Looking4Larry agency to "handle the marketing and promotion" for the track's September Monster Energy NASCAR Cup Series race, according to Damon Martin of FOXSPORTS.com. Heyman, the "advocate" for WWE wrestler Brock Lesnar, was hired to "revamp and widen the appeal of the upcoming event after NASCAR has reportedly suffered some losses in attendance." RIR VP/Marketing & Communications Mike Waddell said, "Over the last year we’ve crafted strong, external partnerships that are making our brand more emboldened. With Paul Heyman and [partner] Mitchell Stuart, we’ve partnered with the best major event adrenaline agency in the business." Martin noted race week "will look much different under Heyman’s watchful eye as he plans to unfold several new interactive events with the goal to entice both race fans and non-race fans alike to attend the upcoming event." Heyman said, "The availability online and on mobile for instant gratification has created an environment in which marketing and promoting singular events in 2017 has proven to be a real uphill battle. Today’s customer base wants a multi-day interactive experience that can provide not just one, but a great number of experiences" (FOXSPORTS.com, 3/24).
