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Marketing and Sponsorship

Wallace's Daytona Finish Brings More Exposure To Click n' Close

Click n’ Close’s deal to sponsor Richard Petty Motorsports' No. 43 car has gotten off to a resounding start due to the skyrocketing attention and popularity around Bubba Wallace, who finished second in his first Daytona 500 yesterday. Click n' Close will only serve as the primary sponsor of Wallace for three races, but it included Daytona and all the hoopla around it. Wallace drew significant attention leading up to yesterday's race from major media outlets like “SportsCenter,” ESPN The Magazine and the N.Y. Times, and his surprise second-place finish assures him and Click n' Close even more attention. The online mortgage platform, which competes with Quicken Loans’ Rocket Mortgage platform and is owned by Mid America Mortgage Inc., became an official NASCAR partner when it came into the sport this season after the platform was launched late last year. On top of its three-race deal with RPM, Click n’ Close is also sponsoring a “Fastest lap” segment on NASCAR affiliate radio networks MRN and PRN that includes a tie-in with charity. The brand works with Charlotte-based Bespoke Sports & Entertainment on its NASCAR marketing. RPM’s other current partners include STP and the U.S. Air Force.

OFF TO A GOOD START: Smithfield Foods nearly won the Daytona 500 for the first time in its first race with Stewart-Haas Racing, and the brand is planning a big year with several new activation elements. Smithfield switched to SHR’s No. 10 this year with Aric Almirola after the two left RPM. Almirola was leading the last lap of yesterday's race before being spun out by Austin Dillon and finishing 11th. The company is trying to bring a fresh approach to the deal this year. Among its new or stepped-up approaches, the company and Almirola are both going to be more active on digital and social media. Smithfield also will buy several in-car camera sponsorships throughout the season, and the company will have more special paint schemes than it used to run at RPM. It will also continue its relationship advertising with SiriusXM NASCAR Radio in spots that will include Almirola and SHR co-Owner Tony Stewart, and continue its at-track activations where it hands out free pork samples among other activities.

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FLY EAGLES FLY: NFL Commissioner Roger Goodell apologized to Axalta CEO Charlie Shaver in a letter over an incident last year that saw the league prevent the company from running an Eagles-branded paint scheme during a Monster Energy NASCAR Cup Series race due to an apparent NFL rules violation. Shaver, whose Philadelphia-based company is an official partner of the Eagles, said that he reached out to voice his displeasure to Goodell over preventing the scheme, which was tied to a program supporting STEM and teachers. Shaver added that Goodell responded by expressing remorse and saying it was the wrong move in retrospect. Axalta, which over the weekend became NASCAR's official paint partner, paints the Eagles’ field goal posts, and Shaver said that the Eagles gave the company the field goal posts from the NFC Championship. Axalta will now cut down the posts into pieces to give to key partners as momentos following the team's win in Super Bowl LII.

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