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Volume 25 No. 27
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Lucas Oil Signs Multiyear Extension Of AMA Motocross Series Title Sponsorship

Lucas Oil has signed a multiyear extension of its title sponsorship of the AMA Motocross series. The company will continue to sponsor and manage television production for the 12-race series, which is managed by MX Sports Pro Racing and Alli Sports. Financial terms of the deal were not available. Lucas Oil Pro Motocross Championship Series GM Mark Carter said, "Their re-signing is a huge uptick for the series. We all have the same goals in mind for growth on the broadcast of races and onsite." Lucas Oil signed its first deal to sponsor the series in '09. Alli Sports and MX Sports plan to rebrand the series with a new logo when the series opens in May. There will be new TV graphics during broadcasts, as well. Over the last three years, Lucas Oil Motocross has generated audience increases on TV and at events. The series has expanded from three live races in '08 to 10 races live on NBC Sports Network. Attendance has also risen to an average of 20,000 fans per race, up from 15,000 fans per race in '08.