USA Network is attempting to "generate attention" for its new drama “Damnation" and has tapped driver Clint Bowyer to "promote the show" during the Monster Energy NASCAR Cup Series Can-Am 500 this weekend, according to Brian Steinberg of VARIETY. Bowyer's No. 14 Ford will "carry a red-and-grey paint scheme promoting the television series" on Sunday at Phoenix Raceway. The marketing ploy "gives NBCUniversal the chance to get extra attention" for the series, which premieres tonight, and perhaps "gain different viewers" for its NASCAR events. NBC Sports initially "reached out to Stewart-Haas Racing, which owns and manages Bowyer’s car." To make sure the “Damnation” colors "catch viewers’ eye," USA Network execs made sure the car "featured some of the characters from the series"(
VARIETY.com, 11/6).
STAYING ON THE ROAD: Team Penske announced Sunday that Auto Club of Southern California and AAA will continue its partnership with the team as sponsor of the No. 22 Ford Fusion driven by Joey Logano in the Cup Series as part of a multiyear extension. AAA will continue its primary sponsorship of Logano's car for three races over the next several seasons and will continue as a full-season associate sponsor. Meanwhile, industrial materials outfit Würth Group and Team Penske have agreed to a multiyear extension. Würth will once again adorn Brad Keselowski's No. 2 as a primary sponsor for three Cup Series races. Würth Group will also continue to serve as a full-season associate sponsor for the car (Penske).
