Tabasco brand Pepper Sauce will launch the book "NASCAR
Cooks" during Coca-Cola 600 weekend, according to NATIONAL
SPEED SPORT NEWS. Tabasco will promote the book in
Charlotte, May 22-23, as part of the 600 Festival, which
will feature NASCAR drivers and sample recipes from the
book, which were created by Dale Earnhardt, Darrell Waltrip
and others. Team Tabasco driver Todd Bodine will also be on
hand to cook and sign copies of the book (NSSN, 5/13 issue).
MORE GASTRONOMY: In Charlotte, Food Editor Kathleen
Purvis examines the proliferation of food sponsors on the
NASCAR circuit, and writes that "it's the clearest signal
yet of the shifting race scene," away from tobacco and
alcohol and toward other consumer products. Univ. of SC
Professor Steve Woods said today's "lineup of sponsors
reflects more of a grocery store aisle than a mechanic's
garage." He adds that food companies are targeting NASCAR's
many women fans. Sara Lee VP/Retail Marketing Ginna Domm,
on female NASCAR fans: "They call it gender neutral. But
it's 35 to 40 percent female" (CHARLOTTE OBSERVER, 5/20).
GOODYEAR INCREASES NASCAR TIE: BRANDWEEK's David Kiley
reports that in its "first real attempt to leverage its
racing sponsorship beyond the track," Goodyear Tire will
ship NASCAR trading cards to its retail outlets that
celebrate NASCAR's 50th anniversary and Goodyear's 100th
birthday. The promo will offer the 50-card set for $19.95
with a Goodyear store purchase. Goodyear Racing Ad Manager
Paul Suloff said the new campaign marks "just the beginning
of a new strategy" of more actively leveraging NASCAR into
Goodyear's marketing mix (BRANDWEEK, 5/18 issue).
