The annual August Monster Energy NASCAR Cup Series race at Michigan Int'l Speedway "will no longer be named" after the state's tourism campaign, Pure Michigan, according to Taylor DesOrmeau of MLIVE.com. Pure Michigan, a Travel Michigan campaign and arm of the Michigan Economic Development Corp. has "paid to sponsor the MIS race" since '11. It cost $725,000 to sponsor last August's Pure Michigan 400. Travel Michigan VP Dave Lorenz said that since launching the sponsorship in '11, changes in the industry and a maturation of the brand "require a new approach." While it will no longer be a race title sponsor, Lorenz said that Pure Michigan "will still promote events at the track -- including racing and the Faster Horses Festival." MIS has "not announced a replacement" for the title sponsor of the Cup Series in August. Pure Michigan "also paid for broadcast naming rights" in '11 and '12, which cost an additional $637,500 for the '11 race (MLIVE.com, 4/4).
COST OF SPONSORING MIS MONSTER ENERGY NASCAR CUP SERIES RACE |
YEAR |
COST |
'11 |
$335,000 |
'12 |
$575,000 |
'13 |
$625,000 |
'14 |
$675,000 |
'15 |
$675,000 |
'16 |
$700,000 |
'17 |
$725,000 |
