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Volume 25 No. 87
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BodyArmor Gets More Primary Sponsorships With Penske Deal

BodyArmor's retail activation display with Team Penske appeared in 5,000 stores this year
Photo: GETTY IMAGES

BodyArmor's recent extension with Team Penske for the No. 12 Ford driven by Ryan Blaney runs through '21 and includes annual escalators on the amount of primary races it will sponsor. BodyArmor VP/Marketing Michael Fedele said the number of primaries will jump from two to three races during the '19 Monster Energy NASCAR Cup Series next year -- the All-Star Race at Charlotte; the Overton’s 400 at Chicagoland; and the Coke Zero 400 at Daytona. The company is now closely connected to major NASCAR sponsor Coca-Cola, which bought a stake in BodyArmor, and Fedele said that he does envision potential marketing synergies between BodyArmor and Coca-Cola in the sport. Fedele said that BodyArmor uses several different methods to try to track and gauge ROI, including social media mentions and retail activation figures. He said that BodyArmor projected it would get its Team Penske/Blaney retail activation display in around 1,500 stores across more than a dozen different retailers in the U.S. this year, and wound up with around 5,000. It also brought a BodyArmor-branded show car to 75-100 different stores as part of the activation. The expanded deal includes more content opportunities, something Fedele is focused on after getting some initial results this year like a five-minute video on RatedRed that showed how Blaney trains to stay in shape. BodyArmor is planning to continue its BodyArmor Heroes military-focused promotion, which it leveraged Team Penske to push.