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Volume 24 No. 158

Marketing and Sponsorship

Feld Motor Sports signed Monster Energy to become an official sponsor of its freestyle motocross show, Nuclear Cowboyz. The three-year deal is valued in the mid-six figures annually. It is Monster Energy’s fourth major sponsorship with Feld. It also sponsors the monster truck series, supercross series and the Monster Energy Cup, an invitation-only supercross race. Nuclear Cowboyz features dancers, kung fu artists and freestyle motocross riders acting out a story against a backdrop of pyrotechnics and heavy metal, dubstep and hip-hop music. It will open its fourth year of arena tours in January and will visit 15 venues. At each event, fans that bring Monster Energy cans will get access to a “Lightning Lane” that provides them with shorter lines to get autographs of participants in the show. Feld execs expect 500-700 Monster Energy redemptions per show. Feld Senior Dir of Sponsorship & Strategic Alliances Dave Muye said, “This isn’t a traditional motorsports event, so it was about finding the right partner who we could build into the program organically. We got them excited about the property and sold them a retail traffic driver and then built it out. They really liked it.”

IndyCar Series Grand Prix of St. Petersburg President Tim Ramsberger said that the race is "searching for a new title sponsor" but "will move forward without one." Ramsberger said, "It’s going to be on the right terms. This is by no means a fire sale." In Tampa, Margaret Cashill noted in addition to the title sponsorship, the Grand Prix has "created the category of presenting sponsor, which it may offer depending on sale of the title sponsorship." Ramsberger "declined to share financial terms." Ramsberger said that race organizers since the departure of Honda as title sponsor "have received calls from interested parties" (, 10/22).

LAGGING BEHIND: In Orlando, George Diaz writes NASCAR Sprint Cup Series driver Danica Patrick needs "more work before her racing reputation catches up to the level of the buzz she creates with her marketing prowess." Patrick "remains the most polarizing driver on the NASCAR circuit." She is "one of the sport's most marketable drivers despite the fact that she basically chugs along every Sunday at the back of the pack." Patrick is "going to have to make measureable strides next season, not just for her but for the sport itself." Driver Dale Earnhardt Jr. said of Patrick seeking to be relevant in NASCAR, "She needs it more than NASCAR needs it. ... I don't think that the sport wins or loses either way" (ORLANDO SENTINEL, 10/23).

PRIMARY COLORS: Cleveland-based Nextant Aerospace on Monday announced a sponsorship deal with ThorSport Racing for the '14 and '15 NASCAR Camping World Truck Series seasons. Nextant will be primary sponsor of the team's No. 98 Nextant Aerospace Toyota Tundra starting in Daytona for a total of 12 races per season, and will be associate sponsor on all other races for the length of the deal (Nextant).

In Baltimore, Ryan McDonald reported the CAA has "signed a trio of sponsors for its men’s basketball tournament" at Baltimore Arena in March, but it "continues to hunt for a lucrative title sponsor." CAA Dir of Corporate Sponsorships Brian Edmonds said that Under Armour, Geico and the College Savings Plan of Maryland are "already on board for the event," and added that the conference is "in talks with six companies showing interest in the title sponsorship, valued at between $150,000 to $200,000 annually." He said that the CAA is "hopeful to lock the title sponsor into a three-year deal." The conference is "looking for a company that wants to be associated with the men’s and women’s tournament" (, 10/22).

SMOOTH SAILING: In Aspen, Carolyn Sackariason reported Aspen Skiing Co. is partnering with London resident Tony Lawson to "put the Aspen/Snowmass brand and logo on the spinnaker of the newly built Concise 8, his 40-foot racing boat that will launch from France next month and land in Brazil approximately 30 days later in the 5,500-mile Transat Jacques Vabre race." It is "considered the second most famous transworld race on the globe." Having the Aspen/Snowmass brand on the 60-foot-tall sail is "designed to pique people’s interest, and help create a multimedia following for Team Concise" (, 10/21).

JUST WHAT THE DOCTOR ORDERED: The Lions and Walgreens on Monday announced an extension of the deal that makes Walgreens the team's official pharmacy. Walgreens also remains the presenting sponsor of the team's "Living for the City" health-and-wellness initiative (Lions).

GO GREEN: Former soccer player Mia Hamm has partnered with Yingli Green Energy Holding Company and residential solar installer Verengo Solar to promote solar energy to homeowners and soccer fans through a new "Friends and Family of U.S. Soccer" program (Yingli Green).