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Volume 25 No. 23
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Wheels & Deals: Toyota's NASCAR Deals Paying Off For Automaker

Surveys last year showed 56% of fans would consider buying a Toyota, on par with Ford and Chevrolet
Photo: Getty Images

In Richmond, Charlie Broaddus notes Toyota Senior Manager of Motorsports Marketing Paul Doleshal said that data "shows that NASCAR fans have become fonder of Toyota since its entrance in the Xfinity and Monster Energy Cup series" in '07. Doleshal said that when Toyota "first entered those series," 25% of NASCAR fans said that they "would consider buying a Toyota." The same surveys last year showed that 56% of fans now would "consider buying a Toyota, putting the brand on par with Ford and Chevrolet." Toyota has title sponsored the spring race at Richmond Raceway the past five years, and the company's Racing Development President David Wilson said that the partnership was "born from a desire to prove its commitment to the sport through a flagship event at one of NASCAR’s historic sites" (RICHMOND TIMES-DISPATCH, 4/19).

ENERGY EFFICIENT: Michigan-based energy company Consumers has bought the naming rights to the August Monster Energy NASCAR Cup Series race at Michigan Int'l Speedway. Financial terms were not disclosed for the multiyear deal, but Consumers Energy replaces state tourism arm Pure Michigan. Consumers is a pre-existing partner of the ISC-owned venue, having helped co-promote sustainability efforts as it transitions from using coal power. Consumers will utilize the entitlement to continue pushing its clean energy program, while also sponsoring the inaugural MIS charity dinner in June and the track’s 50th anniversary exhibit in the MIS fan plaza (Adam Stern, Staff Writer).

WELCOME TO THE TEAM: Joe Gibbs Racing announced XYO Network will sponsor Erik Jones for two Cup series races and Brandon Jones for six Xfinity Series races this season. Meanwhile, XYO Network has signed IndyCar driver J.R. Hildebrand as an endorser ahead of this year's Indianapolis 500. XYO Network is a crypto-currency location verification service (THE DAILY).