Canadian poultry brand Pinty’s Delicious Foods this week will announce that it is succeeding Canadian Tire as title sponsor of NASCAR’s Canadian Series.
The deal is for six years, and Tony Spiteri, Pinty’s vice president of marketing, research and development, said the spend represents “probably one of the largest slices of my marketing budget.”
A source valued the deal in the high six figures annually.
The brand, which already has been a contingency sponsor of the 9-year-old series and bought race title sponsorships, decided to take the step up because “our sports marketing business has really begun to focus on titles in the premium
space,” Spiteri said.
Precise activation details for the series, which comprised 11 races this year, are still being developed. Spiteri, whose brand also has deals with the NFL, Toronto Blue Jays and Calgary Flames, gave an example of the company building a bar and grill on a curling rink during the Grand Slam of Curling as something it may look to do in NASCAR.
“Our relationship with NASCAR has been very strong,” he said. “The missing link that we saw was, ‘How do we activate against multiple teams and make them ambassadors not just for the series, but for the Pinty’s brand?’”
