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Volume 25 No. 7
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First Data Debuts Initial NASCAR Creative Efforts Featuring Ganassi's Kyle Larson

First Data has debuted its first NASCAR TV spot that it recently shot with Chip Ganassi Racing driver Kyle Larson. The payment processing company, which entered the sport this year with a two-race deal with CGR plus some track deals, shot the spot a few weeks ago near Charlotte. The spot shows Larson running a host of errands around town, like going to McDonald’s (another CGR sponsor), while paying for the services with First Data products. The spot was originally slated to debut later this month during Martinsville’s race weekend when First Data is the entitlement sponsor of the Monster Energy NASCAR Cup Series race. However, the company took advantage of an opportunity to debut it this past weekend on NBC during the airing of the race from Talladega Superspeedway, one of its two events in which it was to serve as primary sponsor of Larson’s No. 42 Chevy this season. First Data, which is leveraging its sponsorships to try to get its payment processors used at NASCAR tracks, is working with Bespoke Sports & Entertainment on its NASCAR marketing.