RaceQuest Sponsorship Blog

RaceQuest to Showcase Products at CARQUEST Motorsports Expo

2006-03-12T15:00:00.000-05:00

ERIE, PA – RaceQuest, a marketing firm providing racers and promoters with cutting edge sponsorship development tools and products, will be on hand at the Gater Racing News CARQUEST Motorsports Expo in Syracuse, New York, from March 10th through March 12th.

Racers from throughout the north east can check out first-hand RaceQuest's leading sponsorship development books, the "RaceQuest Marketing Manager", and the recently released "Turn-Key Racing Sponsorship Programs", a first of its kind sponsorship book that teaches racers and promoters how to create successful racing sponsorship programs for 25 different types of businesses.

RaceQuest also provides marketing consultation and proposal development services, ranging from a racing sponsorship template, to a complete custom racing sponsorship proposal.

"We enjoy the interaction with our customers, and having the ability to answer in-person the many questions that racers and promoters have about our products, and about sponsorship", stated RaceQuest principal and author Bill Catania.

RaceQuest is offering exclusive show specials throughout the three-day show, providing attendees with up to $50 in savings.

On Saturday, Catania will be featured once again in the industry roundtable, and will be leading a discussion on racing sponsorship on Sunday afternoon.

Learn more about RaceQuest by visiting the CARQUEST Motorsports Expo this weekend, or by visiting www.racequest.com.

RaceQuest steps up to offer sponsorship tools for O’Reilly USMTS drivers

2006-03-05T12:25:00.000-05:00

ERIE, Pa. -- The O’Reilly Auto Parts United States Modified Touring Series has teamed up with RaceQuest -- a motorsports marketing consulting firm located in Erie, Pa. -- to provide registered O’Reilly USMTS race teams with access to valuable tools that will help them find, manage and keep racing sponsors.

As a contingency sponsor of the O’Reilly USMTS, RaceQuest will be offering product certificates toward the purchase of a RaceQuest Marketing Manager Book or eBook to each A-Main feature winner and the highest-finishing B-Main drivers that do not qualify for the A-Main. Each award will be worth $10 toward the purchase of a RaceQuest Marketing Manager Book or $20 toward a RaceQuest Marketing Manager eBook.

RaceQuest Marketing Manager is a highly-effective sponsorship “How To” instructional guide that helps racers with every step of the sponsorship process -- from who to talk to and how to talk to sponsors, to “The Big Idea” that will provide their team with the marketing edge.

Since its release in January 2005, the RaceQuest Marketing Manager has helped scores of drivers and tracks across the United States with their sponsorship program development, with very tangible results! toward the purchase of a RaceQuest Marketing Manager Book, or $20 toward a RaceQuest Marketing Manager eBook. O’Reilly USMTS drivers that accumulate multiple certificates can redeem them for any of RaceQuest’s services, including Sponsorship Proposal development, Proposal Templates and Proposal Review services.

As a year-end award, the O’Reilly USMTS National Rookie-of-the-Year will receive a RaceQuest “Racers Edge” package, valued at $500. The “Racers Edge” package includes a customized racing proposal designed by RaceQuest, a RaceQuest Marketing Manager book, one year of online training at RaceQuest.com and Sponsorship Weekly -- the official newsletter of RaceQuest!

“The RaceQuest program was developed for racers at all levels of motorsports, but can do the most good for local and regional racers, like those competing in USMTS competition,” stated RaceQuest author and founder Bill Catania.

The RaceQuest Marketing Manager book has helped many racers since its launch in January of 2005, and has received rave testimonials from racers competing in street stock divisions, NASCAR late models, dirt late models and sprint cars.

For a limited time, RaceQuest is providing all O’Reilly USMTS drivers that purchase the RaceQuest Marketing Manager book with a FREE Sponsorship Proposal template, complete with O’Reilly USMTS demographics, images and a Modified diagram.

Registered drivers can take advantage of this special offer online by visiting www.racequest.com/usmts.html, or by calling RaceQuest direct at 814-244-1539.

“Offering real-life examples, and cutting-edge marketing advice, racers will benefit from Catania’s experiences in motorsports,” said USMTS Communications Director Jeff Nun. which range from team owner to driver, to marketing executive.

RaceQuest, a motorsports marketing consulting firm, provides products and services that assist race teams, tracks and series with sponsorship procurement and management. Learn more about RaceQuest and preview the RaceQuest Marketing Manager at http://www.racequest.com

.To learn more about America's Premier Dirt Modified Series, call the O’Reilly USMTS headquarters at (515) 832-7944 or visit www.USMTS.com on the World Wide Web.

RACEQUEST TEAMS UP WITH USRA; DRIVERS GET ACCESS TO SPONSORSHIP TOOLS, RACING APPAREL

2006-03-05T12:02:00.000-05:00

ERIE, Pa. (Feb. 6) -- The United States Racing Association has teamed up with RaceQuest -- a motorsports marketing consulting firm located in Erie, Pa. -- to provide registered USRA race teams with access to valuable tools that will help them find, manage and keep racing sponsors, as well as offering a line-up of racing apparel.

As a contingency sponsor of USRA, RaceQuest will offer product certificates toward the purchase of either of RaceQuest’s popular sponsorship help books, including RaceQuest Marketing Manager or the newly-released Turn-Key Racing Sponsorship Programs.

Awards will be distributed to USRA teams at the end of the season based on final point standings. USRA-sanctioned Hobby Stock and B-Modified division national champions will each receive a “Racer’s Edge Package” valued at $500 each, which includes both RaceQuest books, a sponsorship consultation and custom proposal.

Drivers finishing second- through 10th-place in the final year-end standings in all USRA-sanctioned divisions will receive an award worth $10 toward the purchase of a RaceQuest Marketing Manager or Turn-Key Racing Sponsorship Programs book, or $20 toward either eBook.

RaceQuest Marketing Manager is a highly-effective sponsorship “How To” instructional guide that helps racers with every step of the sponsorship process -- from who to talk to and how to talk to sponsors, to “The Big Idea” that will provide their team with the marketing edge. Turn-Key Racing Sponsorship provides 25 different sponsorship programs, each specific to an industry. Each program is backed by industry research, marketing insight, a sponsorship proposal concept and tips for how to sell each sponsorship concept to prospective sponsors.

“What makes Turn-Key Racing Sponsorship Programs so useful is that we have done the heavy lifting for race teams,” stated RaceQuest principal and author Bill Catania. “We selected 25 common industries that sponsor cars, and provided a full-blown strategy for how to excite them about sponsoring a race car.”

Since its release in January 2005, the RaceQuest Marketing Manager book has helped scores of drivers and tracks across the United States with their sponsorship program development, with very tangible results! USRA drivers that accumulate multiple certificates can redeem them for any of RaceQuest’s services, including sponsorship proposal development, proposal templates and proposal review services. Certificates will also have a value toward racing apparel.

“It was with the local and regional competitors in mind that I wrote both of my books, so a partnership with the USRA is only fitting,” added Catania.

For a limited time, RaceQuest is providing all USRA drivers that purchase the RaceQuest Marketing Manager book with a FREE sponsorship proposal template, complete with USRA demographics, images and a variety of car templates, including Stock Cars, Modifieds and Late Models.

Registered drivers can take advantage of this special offer online by visiting http://www.racequest.com/usra.html or by calling RaceQuest direct at 814-244-1539. Drivers will also be emailed a special promotion code to receive their free template.

“Offering real-life examples and cutting-edge marketing advice, racers will benefit from Bill’s experiences in motorsports,” said USMTS Communications Director Jeff Nun. “Bill races his own Late Model on a weekly basis, so drivers are getting real-life experience they can relate to.”

ABOUT RACEQUEST: RaceQuest, a motorsports marketing consulting firm, provides products and services that assist race teams, tracks and series with sponsorship procurement and management. Learn more about RaceQuest and preview the RaceQuest Marketing Manager at www.racequest.com.

ABOUT THE USRA: Founded in 2001, the United States Racing Association (USRA) was created to provide a combination of cost-effective rules for competitors in weekly auto racing and effective marketing strategies to assist in the growth and popularity of the tracks at which they compete. More than just a set of rules or a familiar logo, the USRA serves as a marketing partner with the bottom line of our sanctioned tracks and drivers at interest, and we are committed to maintaining guidelines to make racing affordable and fun for racers, yet exciting and competitive for fans.

USRA TITLE SPONSOR: Casey's General Stores.

USRA OFFICIAL SPONSORS: American Race Tires.

USRA CONTINGENCY SPONSORS: Boyer’s Engine Development, Edelbrock, GRT Race Cars, Holley Performance Products, KSE Racing Products, Marsh Racing Wheels, QuickTime Performance Race Parts, Racequest, Real Racing Wheels, TCI Automotive.

Nicorette, NicoDerm CQ And Commit Combine For Only Smoking Cessation Sponsorship in NASCAR History

2006-01-29T21:47:00.000-05:00

PITTSBURGH -- After a groundbreaking inaugural year in NASCAR, GlaxoSmithKline (GSK) Consumer Healthcare unveiled today the only smoking cessation sponsorship in NASCAR history featuring the brands Nicorette nicotine gum, NicoDerm CQ nicotine patches and Commit nicotine lozenges.

This innovative program features a NASCAR sponsorship, season-long associate sponsorships with four-time NASCAR NEXTEL Cup champion Jeff Gordon and NEXTEL Cup rookie-of-the-year candidate Reed Sorenson, as well as the title sponsorship of the NASCAR Busch Series race -- the Nicorette 300 -- at the Atlanta Motor Speedway. The sponsorship also includes NASCAR's "Commit to Win" NEXTEL Cup Contingency Award and sponsorships with Richard and Kyle Petty.

GSK Consumer Healthcare's NASCAR involvement also features the first-of- its-kind "QUIT Crew" program that provides smoking cessation counseling to NASCAR teams, and fans. Chip Ganassi Racing with Felix Sabates, Hendrick Motorsports, and Petty Enterprises have already enrolled in the program.

NASCAR fans will also get the chance to experience the "QUIT Crew" program at GSK Consumer Healthcare's Winner's Circle exhibit, an interactive, entertaining exhibit featuring information about the benefits and challenges of quitting smoking and how Nicorette gum, NicoDerm CQ nicotine patches and Commit nicotine lozenges can help lead to a smoke-free life. The exhibit will be open to race fans at 30 NASCAR races in 2006 beginning with the Daytona 500. At last year's Winner's Circle exhibit 80,000 fans received smoking cessation counseling.

Jeff Gordon and the Hendrick Motorsports No. 24 Dupont Chevrolet will have Nicorette as an associate sponsor throughout 2006. For two NASCAR NEXTEL Cup races, Nicorette Fresh Mint nicotine gum will be the primary paint scheme for Gordon and the No. 24 team. Gordon will drive the No. 24 Nicorette Fresh Mint Chevrolet at the Las Vegas Motor Speedway on March 12 and at the Atlanta Motor Speedway on October 28.

"I am pleased to have Nicorette on board as a sponsor for the No. 24 DuPont Chevrolet team in 2006," said Gordon. "Nicorette has been successful in helping people improve their health by quitting smoking. Through this sponsorship and the 'QUIT Crew' program, we will help encourage even more people to quit smoking."

Nicorette will also be an associate sponsor for Reed Sorenson and the Chip Ganassi Racing #41 Target Dodge team all season in both the NASCAR NEXTEL Cup and NASCAR Busch Series while NicoDerm CQ is the sponsor on the Busch Series #41. In addition, Sorenson will race a total of six races with the primary sponsor of Nicorette nicotine gum and NicoDerm CQ nicotine patches. The rookie-of-the-year candidate will race the No. 41 Nicorette Fresh Mint Dodge in the NASCAR NEXTEL Cup Series at the Richmond International Raceway on September 9.

Sorenson will also compete in five NASCAR Busch Series races in the No. 41 NicoDerm CQ Dodge: Bristol Motor Speedway (March 25), Dover International Speedway (June 3), Bristol Motor Speedway (August 25), Dover International Speedway (September 23), and Kansas Speedway (September 30).

"I am looking forward to getting the season started with Nicorette and NicoDerm CQ as sponsors for our No. 41 Target Dodge," said Sorenson. "Through their smoking cessation programs, several members of Chip Ganassi Racing have already quit smoking. In 2006, I look forward to helping NASCAR fans quit smoking with Nicorette and NicoDerm CQ."

In addition to the team sponsorships, Nicorette will sponsor the NASCAR Busch Series race at the Atlanta Motor Speedway on March 18 -- the Nicorette 300. The Nicorette 300 will mark the first NASCAR race to ever be sponsored by a smoking cessation product.

The Nicorette sponsorship also includes personal sponsorships with seven-time NASCAR champion Richard Petty and current NASCAR NEXTEL Cup Series driver Kyle Petty. Commit nicotine lozenges will sponsor the Commit to Win Award, which is presented at every NASCAR NEXTEL Cup Series event for the eligible driver who leads the first lap of the race. A $75,000 bonus is presented to the driver at the end of the season that wins the most Commit to Win awards.

Checkers/Rally's Expands Its Official NASCAR Sponsorship In 2006

2006-01-29T21:46:00.000-05:00

MOORSEVILLE, N.C. -- Checkers Drive-In Restaurants, Inc., the nation's largest chain of double drive-thru restaurants and the Official Drive-Thru Restaurant of NASCAR, today announced that it is expanding its popular Double Drive-Thru Challenge Contingency program from the NEXTEL Cup Series to include the Busch and Craftsman Truck Series as well.

During the 2005 season, Checkers/Rally's awarded $10,000 to the NEXTEL Cup team that finished with the best pit road performance each week, and awarded $100,000 to the team that recorded the most Double Drive-Thru Challenge wins throughout the season. Now, Checkers/Rally's is bringing that same pit performance excitement to the Busch Series and Craftsman Truck Series.

The announcement was made today at the Penske Racing facilities in Mooresville, North Carolina, during The NASCAR Nextel Media Tour hosted by Lowe's Motor Speedway.

"Checkers/Rally's Double Drive-Thru Challenge Contingency program focuses on the brand synergies between our double drive-thru restaurants and NASCAR. We're both about speed, performance, leadership and teamwork, so our contingency program recognizes and rewards these qualities that make a successful racing team," said David Crawford, Director of Marketing, Checkers Drive-In Restaurants, Inc. "Last season, Penske Racing exemplified these qualities among their drivers and their pit crews, resulting in a first and second place finish in the Double Drive-Thru Challenge (the No. 12 team with Ryan Newman and the No. 2 team with Rusty Wallace respectively)."

"These same qualities exist in the Busch and Craftsman Truck Series as well," continued Crawford, "and we're proud to now recognize and reward their accomplishments each week during the 2006 season."

The weekly contest proved to be extremely popular and motivational to the participating pit crew teams because Checkers/Rally's contingency program focuses on team performance, rather than the performance of the individual driver.

"The pit crew is truly the backbone of the team on race day," said Ryan Newman. "Checkers/Rally's recognizes and honors what a tireless, and often times thankless job, the crew guys have all season. It's nice to see them rewarded for what they do, and it's exciting to see that recognition now offered to the best pit crews in the Busch and Craftsman Truck Series."

Checkers/Rally's Double Drive-Thru Challenge focuses on the team element of the race that is integral to successful performances each week. To win, teams were required to finish on the lead lap while spending the least amount of time in pit lane.

For details on the Checkers/Rally's Double Drive-Thru Challenge, visit http://www.checkers.com/nascar/index.html. The multi-year NASCAR and International Speedway Corporation sponsorships are contracted through Checkers/Rally's NPF, Inc.

Playboy Goes Full Speed In Three-Year Deal With Grand American Racing

2006-01-29T21:42:00.000-05:00

LAS VEGAS -- TCR, the agency of record for Playboy Racing, and Playboy Enterprises today announced a multi- partner, multi-car deal for 2006-2008 Grand American Rolex Sports Car Series presented by Crown Royal Special Reserve and the Grand-Am Cup Series. The six car effort will include three Rolex Series Daytona Prototypes and three Grand- Am Cup cars which will debut at the 2006 Rolex 24 At Daytona and will run through the conclusion of the 2008 season.

TCR announced a world class partnership which includes Playboy Enterprises, Uniden Electronics, The Palms Resort & Casino and Vonage. The Ford-powered Crawford Daytona Prototype and Ford Mustang GT Cup entries will be operated by Finlay Motorsports located in Mooresville, NC. The two Pontiac-powered Rileys will be run by the Oxnard, CA-based Pacific Coast Motorsports operation and Unitech Racing in Rosamond, CA will enter two Playboy Nissan 350Z Grand-Am Cup cars.

The #19 Playboy/Uniden/Palms Ford Crawford Daytona Prototype will be piloted by Memo Gidley and Michael McDowell, with IndyCar driver Alex Barron joining them for the season premiere Rolex 24 At Daytona. Playboy, Vonage and The Palms will support the #89 Pontiac Riley Daytona Prototype entry, which will be driven by Alex Figge and Ryan Dalziel. They will be complemented by Jon Fogarty and 2005 Grand-Am Cup Champion David Empringham for the Rolex 24 At Daytona event. The #15 Playboy/Palms Ford Mustang GT Grand-Am Cup car will be driven by Rob Finlay and Michael McDowell. The #35 Playboy Nissan 350Z will be driven by Tommy Constantine and Mike Borkowski and the #33 Playboy Nissan 350Z will be driven by Blake Rosser and David Murry in the Grand-Am Cup Series.

Beginning just after the Rolex 24 in late January, Playboy, the Palms and a yet to be named co-sponsor will be sponsoring a third Daytona Prototype entry.

The #53 Playboy Pontiac Riley will be driven by Tommy Constantine and a yet to be named co-driver for the remainder of the 2006 season and beyond. The program will include exclusive Event Hospitality and Entertainment venues with guest appearances by Playboy Playmates at each of the races and at Playboy-sponsored VIP "After Race" events. There will also be a Palms- sponsored year-end bash at the Palms Resort & Casino in Las Vegas at the end of the racing season.

"We are thrilled to announce this partnership with TCR and to enter the exciting world of auto racing," said Lisa Natale, SVP of Corporate Marketing for Playboy. "Both Playboy fans and racing fans are enthusiastic and passionate so we view this partnership as a perfect branding opportunity for us. We are looking forward to the season and to working with TCR to ensure all divisions of Playboy Enterprises can participate in this tremendous program."

"Playboy, in its 50 year history, has never participated in professional auto racing at this level," said TCR CEO Tommy Constantine. "Our partnership is a testament to this racing series and our program. The Playboy brand is an American Icon and we are proud to be a part of it."

"Partnering with Playboy to take part in the Rolex Series will provide Uniden a unique industry opportunity to build brand visibility," said Larry Johannes, Senior Director of Marketing for Uniden America Corporation. "The Rolex Sports Car Series is the upper echelon in sports car racing and this partnership complements our branding efforts in this market."

"Vonage's partnership with TCR in the Rolex Series gives us the opportunity to promote our full-featured, inexpensive, flat-rate broadband telephony service plans to technology savvy auto racing fans," stated Michael Tribolet, president, Vonage America.

"As a sponsor of the 2005 IndyCar Championship and Indy 500-winning Andretti-Green team, we have really come to appreciate the effectiveness of auto racing," said George Maloof, CEO of the Palms Resort Casino. "TCR has put together an incredible program in the Rolex Series which allows us to expand on our already successful involvement in motorsports."

"Playboy is one of the world's most recognizable brands, and we are thrilled that this innovative partnership has developed," said Grand American Road Racing Association President Roger Edmondson. "Die-hard race fans are undoubtedly aware of Uniden, as Bearcat scanners are prevalent in grandstands of motorsports events everywhere, while The Palms and Vonage have established themselves as cutting-edge companies in the 21st Century. The addition of these companies to our paddock speaks to the significant growth of our organization and is most certainly a feather in our cap."

Con-Way To Sponsor NASCAR Craftsman Truck Series Team

2006-01-21T11:54:00.000-05:00

ANN ARBOR, Mich. -- Con-Way Transportation Services, Inc. today announced that they will be the primary sponsor on the No. 60 Wyler Racing team for the 2006 race season in the NASCAR Craftsman Truck Series.

"Con-Way's entry into racing by our association with the Wyler organization and their driver, Jack Sprague, is an exciting new way to extend the Con-Way brand into the marketplace.
The Con-Way 60 truck will be campaigned by a first class racing organization and offer significant branding, customer entertainment and employee participation opportunities," said David S. McClimon, president of Con-Way.

The race team is owned by Jeff Wyler of the Cincinnati-based Jeff Wyler Automotive Family of Dealerships and competed in 15 Craftsman Truck Series events during the 2005 season. Three time series champion, Jack Sprague drives for Wyler. "We are extremely excited about our partnership with Con-Way," Jeff Wyler commented. "They have built a reputation in their industry for superior service and quality customer service that mirrors the Wyler organization's culture and formula for success. We couldn't be more pleased for the opportunity to work with them.

Crew Chief Tony Furr has put together a top flight team in a short period of time and together with Jack Sprague and Con- Way we will be a serious contender for the 2006 championship." Sprague, who made the switch from Chevrolet for the first time in his career to Toyota, dominated the fall 2005 Atlanta race leading 45 laps before a last turn accident spoiled the win. He went on to bring home the team's best finish at the season finale at the Homestead-Miami Speedway in the second place position -- providing the momentum they plan on carrying into the 2006 season. With a successful test this past weekend at the Daytona International Speedway behind them, the No. 60 Con-Way Toyota Tundra team is focused on the season opener February 17 at the Daytona Beach International Speedway.

"We have one expectation for 2006 and it is to win the championship for Con-Way, Wyler Racing and Toyota," said Sprague (http://www.jacksprague.com ). "The talent the Wyler's have put together with Crew Chief Tony Furr, Toyota's support and now with Con-Way aboard we have already taken our first step towards a championship year. This series has grown so much since its beginnings and it really speaks volumes for the sport of truck racing when an organization of Con-Way's caliber comes aboard. It should be an exciting year for all their employees and customers."

Sprague holds the most records in the history of the NASCAR Craftsman Truck Series and is the only three-time series Champion -- 1997, 1999 and 2001. His records include winning the most poles, 28 total, the most top-five and top-10 finishes, most miles completed, miles led and most races finished on the lead lap and is second on the all-time win list with 25 trips to victory lane.

Con-Way Transportation Services, Inc. is a $2.6 billion transportation and services company that provides time-definite and day-definite freight delivery and logistics services for commercial and industrial businesses in the United States, Canada and Mexico. All Con-Way operating components are ISO certified for 9001 and 14001 and the less-than-truckload and expedite units are C- TPAT/PIP certified and FAST highway carriers. Con-Way is a subsidiary of San Mateo, California-based CNF Inc., a $4.0 billion freight transportation, logistics, supply chain management and trailer manufacturing company.

Further information about Con- Way and additional press releases are available via the Internet at ... http://www.con-way.com . For more information on Wyler Racing go to http://www.wylerracing.com .

SOURCE Con-Way Transportation Services, Inc. Joseph DeLuca of Con-Way Transportation Services, Inc., +1-734-769-0203, e-mail:deluca.joe@con-way.com

Best Buy Racing Enters NASCAR Nextel Cup Series as Primary Sponsor

2006-01-17T02:29:00.000-05:00

MINNEAPOLIS -- Best Buy announced today that it will sponsor the No. 66 Haas CNC Racing team in the 2006 NASCAR Nextel Cup Series with driver Jeff Green. "This is really good news for me and our team," said Green, the 2000 Busch Series champion. "Joining Best Buy Haas CNC Racing is a real thrill for me.

With Best Buy coming on board and our plans for a new race shop, I think we have a pretty bright future ahead of us." Green said joining this team allows him to work with crew chief Robert (Bootie) Barker, who he has long admired. "We have the makings of a very good team.

With Bootie as my crew chief, and a terrific crew and equipment to work with, I know I'm going to have a good year," said the Owensboro, Ken. native who, in addition to his 2000 Busch Series championship, owns 16 Busch Series victories and five top-5 finishes in Nextel Cup competition. "Haas CNC Racing is a top-notch organization and I think we will make some headlines in 2006." The Haas team has raced No.0 since 2003, and in 2006 the team's Chevrolet Monte Carlos will wear No. 66. This number was selected in recognition of the 40th anniversary of Best Buy, which opened its doors as Sound of Music in 1966 and is now North America's leading retailer of consumer electronics.

While Best Buy will serve as primary sponsor on the No. 66 for a minimum of 12 races, Mike Linton, chief marketing officer for Best Buy, anticipates the No. 66 will have full sponsorship throughout the 2006 season, with additional announcements coming soon. "Our entry into the world of NASCAR last year was a fun experience--energizing both Best Buy employees and customers," Linton said. "As we looked to expand our presence this year, it was an easy choice to continue with the Haas CNC team. Anyone can do a sponsorship but not everyone can create a partnership and have fun at the same time. We know it's going to be a great season and that Jeff is going to be a great driver for the team." The Best Buy sponsorship will be highlighted on the No. 66 car as well as on driver and crew uniforms, trailers and merchandising items. Additionally the Best Buy Fun Zone Technology vehicle, a mobile unit featuring interactive technology displays, will make appearances at select races. Best Buy stores in key locations also will host driver and car appearances throughout the season. The Haas CNC Racing team is owned by Gene Haas, who founded Haas Automation in 1983.

Based in Oxnard, California, Haas Automation is the largest machine tool manufacturer in the United States. Haas said the combination of a secure sponsorship combined with a championship-caliber driver and crew chief has created the most excitement at his 90-person race shop since it started in Nextel Cup racing in 2002. "There is a lot of excitement about this season--from Best Buy coming on as primary sponsor to Jeff Green taking over the car," said Haas. "We're looking forward to coming out of the gate strong at the Daytona 500 and being a contender for the championship." The race team is currently based in Harrisburg, NC, where it occupies a 40,000-square-foot building containing both the business offices and the garage where Haas cars are prepared for upcoming races. The team plans to break ground on a new state-of-the-art 140,000-square-foot shop on 23 acres at the Kannapolis, N.C., Gateway Business Park on Jan. 19.

About Best Buy Co., Inc. Best Buy Co., Inc. (NYSE:BBY) is an innovative Fortune 100 growth company that continually strives to create superior customer experiences. Through more than 930 retail stores across the United States and in Canada, our employees connect customers with technology and entertainment products and services that make life easier and more fun. We sell consumer electronics, home-office products, entertainment software, appliances and related services. A Minneapolis-based company, our operations include: Best Buy (BestBuy.com and BestBuy.ca), Future Shop (FutureShop.ca), Geek Squad (GeekSquad.com and GeekSquad.ca) and Magnolia Audio Video (Magnoliaav.com). We support our communities through employee volunteerism and grants from The Best Buy Children's Foundation.

Skinny Cow Milk to Sponsor Grand American Driver Matt Mullins in Grand Am Cup 200 at Daytona

2006-01-14T13:54:00.000-05:00

IMMEDIATE RELEASE

Contact:
Bill Catania
(814) 461-9436
bcatania@bensur.com

Skinny Cow Milk to Sponsor Grand American Driver Matt Mullins in Grand Am Cup 200 at Daytona

DALLAS, TX (January 16, 2006) Grand American Series Cup driver Matt Mullins announced today that Skinny Cow Milk will sponsor his BMW entry in the Grand Am Cup opener at Daytona International Speedway, January 26th - 29th. Mullins will join well-known Automatic Racing for the Daytona event, who will supply him with the Skinny Cow Milk BMW M3.

The sponsorship is the first for Skinny Cow Fat-Free Milk, which is produced and marketed by Dean Foods, the largest distributor of milk in the nation. Skinny Cow, a Dreyer’s brand, is well known for producing a line-up of ice cream products, and boasts making a healthy life a happy one. “We understand the power of motorsports marketing, and look forward to delivering a marketing program with Matt through the Grand Am series that will add value to our retail customers” stated Tom Murrin, Vice President of Private Label sales for Dean Foods.

“Our entire race team is thrilled to have Skinny Cow Milk as our newest sponsor,” driver Matt Mullins said. “We all know that quality sponsors are the lifeblood of our sport and we have a great partner in Skinny Cow Milk. We’re looking forward to representing Skinny Cow Milk at Daytona, and look forward to competing on a regular basis in the Grand Am Cup series in 2006.”

Matt Mullins is a full time Driving Instructor at the BMW Performance Driving School in Spartanburg, SC. Additionally, Mullins has been a stunt driver in commercials and movies with the most recent being the Will Ferrell NASCAR feature with the working title “High, Wide, and Handsome” due for release in the summer. He also has a recurring professional driver role in a series of comparison videos for MINI.

Mullins began racing in 1990 and has experience in a wide range of cars. He started out in the Russell Formula Mazda series has performed in various NASCAR racing series, including the NASCAR Winston Late Model Series, the NASCAR Sportsman Superspeedway Series, the ARCA RE/MAX Series and the NASCAR Craftsman Truck Series. In 2000, he ran a limited schedule with BAM Racing and Midgley Motorsports, and in 2002 he returned to national competition in the NASCAR Craftsman Truck Series, driving a truck owned by Daytona 500 winner and Fox TV analyst Derrike Cope. In the Daytona opener Matt drove Dean Foods’ Folger’s Jakada truck,

Beginning on Thursday January 26th, both chocolate and regular Skinny Cow Milk will be available in the Grand Am Paddock Club, for the over 700 race team members, owners, and guests, to enjoy throughout the Daytona race weekend.

Skinny Cow is the milk and ice cream that makes your healthy life a whole lot happier with a rich and creamy taste that is unlike other low-fat brands. A full variety of flavors can be enjoyed in ice cream sandwiches, ice cream bars and sundaes. Skinny Cow offers no sugar added and carb-friendly versions of their products and can be found at stores nationwide.
Dean Foods is the largest processor and distributor of milk and other dairy products in the country and also one of the leading food and beverage companies in the US. Through their WhiteWave Foods division, they are also the nation's leading manufacturer of soymilk, organic milk and other organic foods. Dean operates more than 110 plants in the United States, Spain, Portugal and Great Britain, and employs more than 26,000 people.

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For additional information contact:

Bill Catania
BENSUR :: Creative Marketing Group
(814) 461-9436
bcatania@bensur.com.

Summit Racing Equipment renews sponsorship of NHRA Southern Nationals at Atlanta Dragway

2006-01-13T08:54:00.000-05:00

GLENDORA, Calif. -- SummitRacing Equipment, an industry leader in the distribution of performance automotive parts and equipment through catalogs and the Internet, signed a multi-year deal with NHRA to remain the primary sponsor for the NHRA Southern Nationals at Atlanta Dragway, NHRA Senior Vice President, Sales and Marketing, Gary Darcy, announced today.

The Summit Racing Equipment NHRA Southern Nationals will be held May 4-7 at the Commerce, Ga.-based quarter-mile facility. The $1.8 million race, which will be televised by ESPN2, is the seventh of 23 events in the NHRA POWERade Series for 2006. "We're pleased that Summit Racing will continue their support of the NHRA POWERade Series as title sponsor of the Southern Nationals," Darcy said. "We're confident that this event sponsorship will greatly benefit Summit Racing's already dynamic partnership with NHRA."In addition to the Southern Nationals, Summit Racing is the primary sponsor for the first of the two POWERade Series events in Las Vegas, the NHRA Summitracing.com Nationals at The Strip at Las Vegas Motor Speedway, April 6-9, as well as the presenting sponsor for the Pontiac Performance NHRA Nationals held at National Trail Raceway near Columbus, Ohio, May 18-21.

Summit Racing Equipment also is the title sponsor of the NHRA's bracket racing series that supports grassroots racers across the country.Summit Racing Equipment also serves as title sponsor of three-time and defending POWERade Series Pro Stock world champion Greg Anderson and third-year driver Jason Line, each of whom drives a Pontiac GTO.Anderson has won back-to-back races in Atlanta and his win there in 2005 propelled him to a three-race winning streak that served as the springboard for another championship season."We are excited to continue our participation in NHRA championship drag racing," said Jeff Winters, marketing team manager, Summit Racing Equipment. "As our past marketing initiatives have demonstrated, NHRA is the perfect place for our company to do business. We fully expect to leverage this continued partnership with NHRA and the Southern Nationals to strengthen our position in the motorsports marketplace, and with our newly constructed retail store and distribution center in McDonough, Georgia."Summit Racing Equipment, the industry's largest direct marketer of performance automotive and truck equipment, is based in Tallmadge, Ohio.It boasts a newly-constructed retail store and distribution center in McDonough, Ga. and it additionally has warehouses in Tallmadge and Sparks, Nev. and McDonough, Ga.Headquartered in Glendora, Calif., NHRA is the primary sanctioning body for the sport of drag racing in the United States. It presents 23 national events through its NHRA POWERade Drag Racing Series.

The NHRA has 80,000 members and 140 member tracks. The NHRA-sanctioned sportsman and bracket racing series provide competition opportunities for drivers of all levels. The NHRA develops the stars of tomorrow by offering the NHRA Lucas Oil Drag Racing Series, NHRA Xplod Sport Compact Racing Series, NHRA Summit Racing Series, and NHRA Street Legal Program presented by AAA. NHRA also offers the NHRA O'Reilly Auto Parts Jr. Drag Racing League for youths ages 8 to 17.

PitBoxes.Com agrees to continue sponsorship of the CRA Super Series in 2006

2006-01-13T08:39:00.000-05:00

SALEM, Ind. -- PitBoxes.com owner Ricky Sanders has announced that PitBoxes.com has agreed to continue its sponsorship of the CRA Super Series for the upcoming 2006 10th Anniversary race season. PitBoxes.com will award the 4th place finisher at every CRA Super Series event with a $100 Product Certificate. In addition, PitBoxes.com will award the 4th place finisher in 2006 CRA Super Series final points with a $400 Product Certificate. “I am very excited to continue to involve PitBoxes.com with the CRA Super Series in 2006,” remarked Sanders.

“The CRA Super Series provides PitBoxes.com with a venue to market our products to grass root racers involved with the series and at the tracks the series will compete at in 2006. I always enjoyed racing a late model, the CRA Super Series is involved in some great things with late models and we want to be there with them!”PitBoxes.com, based in Stockbridge, Georgia, specializes in producing both Standard and Custom Built Pit Boxes for all types of racing. PitBoxes.com has been building Pit Boxes for over ten years. PitBoxes.com has six Standard Boxes, but will custom build anything from a simple roll around cart to large toolboxes. PitBoxes.com has even built 10-foot long boxes and specialized boxes with computers and satellites.

More information on PitBoxes.com is available at www.PitBoxes.com, or call 888-274-8679.

Yonge, Kerrick and Zemken to Fly nativepoker.com Colors on ESS 2006 Tour

2006-01-11T01:01:00.000-05:00

SYRACUSE, N.Y. – In a major sponsorship announcement, Tony Laughing, Don Thompson, Randy Connors and the fine folks affiliated with nativepoker.com have put together an unique program that will see their logo on three sprint cars for the Empire Super Sprint (ESS) Tour in 2006. The drivers chosen are two-time defending champion Lance Yonge, ESS veteran Bubby Kerrick and one of the most talked about newcomers to the tour, Jessica Zemken.

The lucrative package for all three drivers comes with driver suits and lettering included. Along with the sponsorship of the entire ESS tour, nativepoker.com has become a major force in sprint car racing in the northeast and Canada.

The ESS Tour 2006 brought to you by nativepoker.com will kick off in early May. Already totaling more than 30 dates the 24th season for the 360 sprint car organization is looking to be the most exciting ever. Fans will get the first glimpse this weekend at Motorsports 2006 located in the Fort Washington Expo Center in Ambler, Pa. The cars of John Karklin Jr. and Zemken will be on hand and also the first release of the tentative 2006 tour schedule.

It’s the “The New Deal in Online Poker”, nativepoker.com has been recently launched and is welcoming new members 24 hours a day. There are nightly free rolls that reward tournament winners real money. You can also get a chance to go head to head with poker champion Al Krux who has instrumental in getting the site rolling.

More announcements on Lance Yonge, Bubby Kerrick and Jessica Zemken will be coming in the next few weeks. For some of the very best in on-line poker fun, log on to www.nativepoker.com and join on.

The Empire Super Sprints and nativepoker.com will bring you excitement guaranteed!!

Jackson Hewitt to Sponsor NASCAR "Pre-Season Thunder" Festivities at Daytona Int'l Speedway

2006-01-06T23:02:00.000-05:00

DAYTONA BEACH, Fla. -- Jackson Hewitt Tax Service, the nation’s second largest tax preparation service and the tax service of NASCAR, will serve as the sponsor for all of the NASCAR testing at historic Daytona International Speedway as well as the popular FanFests.

The event will be known as NASCAR Jackson Hewitt Preseason Thunder."We are honored to have this opportunity to sponsor the highly anticipated, fan-favorite series of events that is NASCAR Preseason Thunder," said Michael Lister, Chairman and CEO of Jackson Hewitt Tax Service. "As the tax service of NASCAR, we're committed to providing 'Fast, Accurate and Professional Service.' Sponsoring these events, which focus on fast-action and providing a great 'service' to fans, is just where we want to be."“We’re delighted to welcome Jackson Hewitt aboard as a sponsor,” Daytona International Speedway President Robin Braig said. “The NASCAR testing sessions at “The World Center of Racing” are vital to every team participating in Speedweeks 2006 and the FanFests are a great way for race fans to get a sneak peek at their favorite teams for the 2006 season.”

Throughout the month of January, Daytona International Speedway will be the nerve center of the motorsports world with numerous testing sessions in preparation for Speedweeks 2006. The January NASCAR testing sessions include: Jan. 9-11: NASCAR Nextel Cup (odd owner’s points) Jan. 13-14: NASCAR Craftsman Truck (all trucks) Jan. 16-18: NASCAR NEXTEL Cup (even owner’s points) Jan. 20-22: NASCAR Busch Series (all cars) NASCAR Jackson Hewitt Preseason Thunder FanFest, which will coincide with January’s NASCAR Nextel Cup Series, NASCAR Craftsman Truck Series and NASCAR Busch Series testing sessions at the “World Center of Racing,” will be held on the following days:Jan. 10 NASCAR Nextel Cup FanFest Jan. 13: NASCAR Craftsman Truck FanFest Jan. 17: NASCAR Nextel Cup FanFest Jan. 21: NASCAR Busch FanFest The NASCAR Jackson Hewitt Preseason Thunder FanFest, which include fan forums, bands, show cars, pit stop demonstrations and displays, start at 5 p.m. but fans will be able to enter the NEXTEL FANZONE beginning at 9 a.m. to watch all of the exciting testing action. Admissions for the NEXTEL Cup FanFest dates are $15 while Busch and Craftsman Truck Series admissions are $10.

Fans can watch all of the January testing sessions free from the Oldfield Grandstands located just outside of DAYTONA USA.Tickets for the NASCAR Jackson Hewitt Preseason Thunder FanFests are available online at http://www.daytonainternationalspeedway.com or by calling 1-800-PITSHOP.

Uniden Sponsors Grand American Rolex Sports Car Team With Playboy

2006-01-05T19:50:00.000-05:00

LAS VEGAS -- Uniden America Corporation, a leading manufacturer of wireless consumer electronics, today announced a partnership with Playboy and The Palms Hotel to co-sponsor a Grand American Rolex Sports Car Series racing team for 2006 at the Consumer Electronics Show (CES), January 5-8, 2006, at the Las Vegas Convention Center, booth #12044 in the Central Hall. Uniden and Playboy will introduce a co-branded racecar, drivers and team transporter, as well as host a number of events featuring Grand Am drivers and Playboy Playmate spokesmodels.Uniden and Playboy branding will appear on the racecar, team transporter, all support vehicles and team uniforms. The team drivers will be Memo Gidley, Michael McDowell, with Andretti-Green IndyCar driver Bryan Herta joining them for the season premiere Rolex 24 Hours of Daytona. The Grand Am Series will feature more than a dozen televised or tape-delayed races per season appearing on the Speed Channel. Throughout the length of the partnership, Uniden and Playboy will host 10 driver appearances. Additionally, Playboy Playmate spokesmodels will be on site at each race event to host promotional activities. "Partnering with Playboy to take part in the Grand Am Rolex Series will provide Uniden a unique industry opportunity to build brand visibility," said Larry Johannes, Senior Director of Marketing for Uniden America Corporation. "The Rolex Sports Car Series is the upper echelon in sports car racing and this partnership complements our branding efforts in this market." About Uniden Uniden America Corporation, the North American subsidiary of Japan-based Uniden Corporation, manufactures and markets wireless consumer electronic products including cordless telephones, business telecommunications systems, VOIP telephones, Bearcat® scanners, FRS/GMRS radios, marine radios, CB radios, and other wireless personal communications products. Based in Fort Worth, Texas, Uniden sells its products through dealers and distributors throughout North, Central and South America.

RaceQuest Sponsorship Blog

Reds Speed Shop, Goodyear Tires Continue 358 Dirt Modified Sponsorship

2006-01-01T18:28:00.000-05:00

WOODHULL, N.Y. -- A name that is synonymous with oval track racing in the northeast, Red’s Speed Shop of Scottsville, New York along with the Good Year Tire Company have recently announced they will rejoin the T3 All Star Series for 358 Modifieds once again as associate sponsors for the upcoming season.

Red’s Speed Shop, an authorized Good Year Tire dealer looks at this as a great opportunity to showcase the new tire that Good Year will debut in 2006 for the Modified Division. “With the open tire rule that the T3 All Star Series has opted for, it allows us to show what the Good Year tire can do. We feel very confident that this tire can not only be super competitive, but also win.” That according to Red’s Speed Shop owner, Red Kosinski. In addition to the Good Year Dealership, Red’s is also well known for their expertise in the aluminum wheel business.

Red’s can handle all new custom built billet aluminum bead lock wheels for Modifieds and they have a complete repair shop to handle any damaged wheels. Red’s is also a dealer of high octane racing fuels including VP as well as Sunoco. According to event promoter, Kenny Shupp, “Red has been a good friend of racing here in the northeast for decades. With his endorsement in place for 2006 it gives the T3 All Star Series a real boost.” Numerous different drivers cashed in on discount certificates towards purchases of tires and wheels last season and for the second consecutive year a contingency prize will be randomly drawn at each T3 All Star Series event in “06”. As they did last season, Good Year will once again offer a $100 discount should a T3 All Star Series feature winner’s car be shod with 4 Good Year’s. Gil Tegg Jr. on Rochester will once again lead the charge of Good Year users as Tegg finished fifth on Good Year’s during the 2005 T3 campaign.

Ransomville regular, Joe Kubinec also ran the Good Year brand at numerous T3 All Star Series events in “05” as he qualified at all three of the events he entered last season including stops at Woodhull, Little Valley and Mercer. Tegg attended all 7 series events and was on Good Year rubber all the way. Red’s Speed Shop is located at 1300 Scottsville-Mumford Road in Scottsville, New York or phone (585) 889-2250.

RaceQuest Sponsorship Blog

2004 Champion Signs Multi-Year Sponsorship, Will Change to No. 18

2005-12-30T22:33:00.000-05:00

2004 NASCAR Craftsman Truck Series champion Bobby Hamilton has joined forces with the Fastenal Company, a Minnesota based industrial and construction supply company with over 1,700 stores in the United States, Canada, Puerto Rico, Mexico, Singapore and the Netherlands. Hamilton will pilot the No.18 Fastenal Dodge in 2006 and 2007, switching from the No. 04 he drove in 2005.

"We are thrilled to be working with a great company like Fastenal," Hamilton said. "We use their products on our race trucks and so the fit is perfect. After we met with them one time we thought they were a great match for us. They have the exact outlook with their people and their company as I do with mine. I noticed right off the bat they are laid back, but yet very driven people just like us at BHR."

In addition to his NASCAR Craftsman Truck Series championship in 2004, Hamilton has 10 wins in 99 series starts. Hamilton won two races in 2005, season-opener Daytona and Mansfield en route to his sixth place finish in the final NCTS standings. Hamilton also has four NASCAR Nextel Cup wins and one NASCAR Busch Series win over the course of his career.
"We're thrilled about the opportunity and see a lot of great things this year for Fastenal and BHR," Hamilton said. "We are building several more trucks right now and testing them at tracks and the wind tunnel. Our team is capable of another championship, so this year will be exciting."

In 2006 the NASCAR Craftsman Truck Series will run 25 races on 22 separate racetracks across the United States. The NCTS will compete for the first time at the ultra-fast Talladega Superspeedway in Talladega, AL on October 7, 2006. All of the NCTS events will be broadcast live nationally on the Speed Channel.

Fastenal was founded in 1967 in Winona, MN by company Chairman, Bob Kierlin. From this beginning, Fastenal has expanded to become the fastest growing full-line industrial distributor, and is now the largest fastener distributor in the nation.

3M Announces Primary Sponsorship Of NASCAR Busch Series Team

2005-12-28T23:44:00.000-05:00

ST. PAUL, Minn. -- 3M Company and Roush Racing announced today that 3M will be the primary sponsor for the No. 06 Ford Fusion entry driven by Todd Kluever in the 2006 NASCAR Busch Series. The season-opening February 18th race at Daytona International Speedway will mark the Busch Series debut for Kluever, the new No. 06 team under the leadership of crew chief Mike Kelley, and 3M.
In addition, 3M will be the primary sponsor for Todd Kluever's six planned Nextel Cup races in the No. 06 Ford. The company will also be an associate sponsor of Mark Martin's No. 6 AAA car for the entire 2006 season.
"We previously had a relationship with 3M through Greg Biffle's Nextel Cup team and we are pleased they have decided to take a primary sponsorship role with Todd in the Busch Series," said Jack Roush. "3M is an outstanding organization, and the support of a company of its caliber will help Todd achieve his full potential."
"Everyone at 3M was thrilled with Roush Racing's success in 2005 and we're excited to expand our presence in NASCAR by sponsoring Todd Kluever in 2006," said Bob MacDonald, 3M Senior Vice President, Marketing. "For us, NASCAR represents an important platform for sharing and celebrating 3M innovation with millions of loyal race fans, customers and employees."
"3M is proud to align itself with the proven performance of the legendary Mark Martin and the new energy of rising star Todd Kluever," MacDonald added.3M anticipates activating its sponsorship through a comprehensive marketing communications program on several levels throughout 2006, including customer hospitality, promotions and at-track marketing.
Kluever, 27, spent the 2005 season in the NASCAR Craftsman Truck Series where he earned six top-five and 12 top-10 finishes in 25 starts. In addition, Kluever claimed the 2005 Raybestos Rookie-of-the-Year award and will compete for that title in the Busch Series next year. Kluever was awarded his ride in the Craftsman Truck Series after winning Roush's "Gong Show" in November 2004.
Kelley, 34, has been with Roush since 2002. He previously served as car chief of the No. 97 Irwin/Sharpie Ford in the Nextel Cup Series under Jimmy Fennig, and was part of the championship team in 2004.
About Roush RacingRoush Racing is a subsidiary of Livonia, Mich., based Roush Industries that operates 12 motorsports teams; five in NASCAR Nextel Cup with drivers Mark Martin, Matt Kenseth, Jamie McMurray, Greg Biffle and Carl Edwards, five in the Busch Series with Martin, Kenseth, Biffle, Edwards and Todd Kluever, and two in the Craftsman Truck Series. For sponsorship inquiries, contact John Miller, Roush Racing, (704) 720-4600.
About 3M - A Global, Diversified Technology CompanyEvery day, 3M people find new ways to make amazing things happen. Wherever they are, whatever they do, the company's customers know they can rely on 3M to help make their lives better. 3M's brands include Scotch, Post-it, Scotchgard, Thinsulate, Scotch-Brite, Filtrete, Command and Vikuiti. Serving customers in more than 200 countries around the world, the company's 69,000 people use their expertise, technologies and global strength to lead in major markets including consumer and office; display and graphics; electronics and telecommunications; safety, security and protection services; health care; industrial and transportation. For more information, including the latest product and technology news, visit www.3M.com.
Scotch, Post-it, Scotchgard, Thinsulate, Scotch-Brite, Filtrete, Command and Vikuiti are trademarks of 3M.
SOURCE: 3M3M, St. PaulJacqueline Berry, 651-733-3611orRoush RacingLori Halbeisen, 704-720-4600

Sunoco Fuels up DIRT Modifieds for 2006 Advance Auto Parts Florida Tour

2005-12-28T23:43:00.001-05:00

WEEDSPORT, N.Y. -- Top drivers will once again share thousands of dollars during the upcoming race season as Sunoco Race Fuels continues to carry out it's long-standing role as a major point fund contributor in DIRT MotorSports NorthEast's premier touring divisions.
The chase for the overall Hoosier Tire-Sunoco Race Fuels Mr. DIRT Modified crown begins in less than two months when Volusia Speedway Park hosts the 2006 Advance Auto Parts Florida Tour scheduled February 15-18. The traditional schedule once again includes three 30-lap main events with a $5,000-to-win 50-lap finale closing out the '06 trip. An optional practice day has been set for Wed., Feb. 14.
"We're proud to continue our association with DIRT," stated Rob Marro, General Manager, Sunoco Performance Products and Automotive Events. "Sunoco has been involved from the beginning of DIRT and we're happy to continue our support of all the drivers in this popular Northeast motorsports series. Sunoco Race Fuels has had a long and beneficial relationship with DIRT over the years and we expect that to continue."
Sunoco recently extended a quarter-century of commitment to DIRT MotorSports by retaining its status as the "Official Fuel" at all events sanctioned by DMS NorthEast. 2005 marked the first in the latest three-year agreement reached between Sunoco Performance Products and DIRT MotorSports officials, which upholds Sunoco as the exclusive fuel supplier on the entire DIRT NE circuit.
Sunoco will supply all racing fuel required for use by DIRT MotorSports and used exclusively by the teams in competition at all DMS NorthEast sanctioned events. Throughout the racing season random fuel checks will take place while Sunoco decals will be seen prominently displayed on every car's side panels and a Sunoco patch will be worn on each driver's fire suit.
"We're obviously pleased to have Sunoco back with our organization as a corporate partner," commented DIRT MotorSports NorthEast General Manager Tonya Moschell, as she prepared for her first full year of tenure in DIRT NorthEast's 31st successive season of promotion. "The return of Sunoco is a major show of support and we're proud to have our teams faithfully using the product as Sunoco brand fuel continues to be recognized among the best performance products available in racing anywhere today."
Advance Auto Parts Modified teams competing in the 35th Annual Winter Nationals at Volusia in February will be running both Sunoco high-performance Standard (110 octane) and Supreme (112) fuel mixtures; both supplied by Bearden Oil with its tanker truck located on-site throughout the week.
Once the nation's most recognized regional short-track sanctioning body, DIRT MotorSports has now assumed a national identity all its own and Sunoco Race Fuels has continued to strengthen an enduring affiliation that began in 1978. A point fund was ultimately established in 1983 when the first official "Mr. DIRT" Championship Trail was sponsored by CAM2 Racing Gasoline. Sunoco has also offered sponsorship of select events at Super DIRT Week in Syracuse and served as a Sportsman Super DIRT Series namesake. 2005 marked the company's first support of the coveted DIRT NorthEast Driver of the Year award garnered by Mr. DIRT champ Tim Fuller.
Teams can direct further questions regarding fuel, tires or general race day rules to Bob Dini at his shop (845/358-5049) or by cell phone (405/623-1803). For those drivers wishing to add team information for the Advance Auto Parts Florida Tour pre-race roster, please contact DIRT NE Media Manager Tom Skibinski at the Weedsport office (315/834-6606) or through e-mail media@dirtmotorsports.com correspondence.
Fans and race teams already planning to attend Volusia (386/985-4402) are encouraged to contact the track public relations offices for area hotel/motel accomodations. Overnight camping is also available at the track for self-contained units. Volusia Speedway Park www.volusiaspeedwaypark.com is located 15 miles west of Daytona Beach on State Road 40 in Barberville, Fla. Mail is received at: 1500 E. Highway 40, DeLeon Springs, FL 32130.
The DIRT MotorSports™ Advance Auto Parts Modified Series is brought to fans across the Northeast by several sponsors and partners, including series sponsors Advance Auto Parts, Dynomax Performance Exhaust, Hoosier Racing Tire and Sunoco Race Fuels. Promotional Partners include Stacker 2®, AMB i.t. and F.X. Caprara Car Companies and the contingency sponsors are DART Machinery, Bicknell Racing Products, Bilstein Shocks, MSD Ignitions and Wrisco Industries.

How to Market to the NASCAR Crowd Without Spending $15 Million

2005-12-28T23:43:00.000-05:00

How would you like to take advantage of marketing opportunities that boast a 72% fan base loyalty to the sponsors? Then marketing to the NASCAR crowd is where you want to be, and contrary to popular belief, you don't have to spend $15 million plus to reach over 40 million loyal fans.
You can get involved in the motorsports marketing craze for just a fraction of what major sponsors pay, and still land in the winner's circle of successful NASCAR promotions.
There are several marketing firms that specialize in developing NASCAR promotions by providing retail activation without the high cost of sponsorship. BENSUR Creative Marketing Group, a marketing and advertising consultancy with experience in motorsports related campaigns, has put together promotional plans for their clients that unleash the horsepower of motorsports marketing. The strategy is to create value through relentless co-marketing and retail based activation opportunities.
Bill Catania, an account manager for BENSUR, has years of experience in the field. He has worked with a "who's who" list of companies, ranging from the US ARMY, to Valvoline, to PRIMEDIA Automotive Group. Catania is also the author of a motorsports marketing "How To" book that helps race teams, tracks and series learn how to find, manage and keep racing sponsors. As co-founder of Racefan, Inc., Catania brought motorsports promotions to over 450 unique racing venues and launched an industry leading Web site: RaceFan.com.
Today, Catania is leveraging BENSUR's successful track record of food marketing with his motorsports marketing expertise.
"This type of promotion bears out the adage: Work Smarter, Not Harder," Catania said. "In order to maximize the impact of your budget, it's important to look beyond the obvious car sponsorship elements and realize that without activation, sponsorship can't achieve peak performance. At BENSUR, we think of ourselves as creators of value. We look beyond the obvious, and leverage complimentary products, marketing channels and relationships for the financial benefit of all parties involved. It's entirely possible to capture the retail benefit of a great NASCAR promotion without spending a fortune to do it."
While sponsorship is the more traditional aspect of this brand of marketing, it is the activation - the promotions - that really gives the program wheels. A successful campaign has to support the sponsorship by promoting the promotion. Typically, this ratio should be a dollar-for-dollar match to the sponsorship outlay, and could include trackside promotions, product tie-ins and licensing agreements.
Companies that don't adhere to "the rule of 1:1" are destined for the motorsports marketing "wall of shame".
"The landscape is littered with sponsor programs that failed or had a limited success, do to a lack of support at the activation level of the campaign," stated Catania. "Typically, those programs are initiated out of ego, or by a marketing executive that is merely jumping on the bandwagon with no clear strategy. Usually, the effort falls short of expectations and the company never ventures into the land of racing sponsorship again."
While NASCAR has its roots in the south, and a highly dominant male image, neither could be further from the truth. With expansion over the past 10 years into markets ranging from Las Vegas to Texas and California, NASCAR's migration to the west has helped land a $2 billion broadcast contract, and has solidified its position as a marketing darling in the boardrooms of America's Fortune 500 companies. NASCAR's female fan base was a paltry 13% in 1975, but recently has exploded to 42%, according to a recent ESPN sports poll.
Tim Buckman, spokesman for Fox Sports, says the fastest growing segment of the television audience for the 2004 Nextel Cup Series on Fox was women,18-34. Their numbers were up 19% from the same time the previous year. The next fastest growing segment: women 18-24, up 17%. With a recent expenditure of $100 million by an International Speedway Corporation (ISC) subsidiary for the development of a speedway on Staten Island, NASCAR will continue opening markets and exposing America's most brand-loyal sports franchise to new prospective fans.
"People are loyal to the companies that support the sport through sponsorship, and that is an important element of any strategy," Catania continued. "Primarily, though, it is the repeated exposure you can receive at the events that puts your business out in front in the hearts and minds of the consumer who also happens to be a fan. If your goal is to create an emotional, consumer-centric bond with race fans, than sponsorship is for you."
Motorsports events happen in two arenas: national and regional. The national circuit is sexy, but the regional efforts are more grassroots oriented and also capable of a strong impact, but in a more cost-controlled application. The staff at BENSUR has worked in both areas, handling strategic consultation, creative development, research, negotiations, promotion planning and execution.
"What most people don't know is that the aggregate attendance at the over 1,000 regional racing facilities across the United States exceeds 40 million fans per year," Catania said. "This number is huge when compared to a live attendance of 6.8 million for NASCAR NEXTEL Cup events in 2004. Sponsorship and marketing penetration is slim to none at the regional level of racing, and we intend to be a first market mover in the effort to sell the marketing value of regional racing over the next 5 years."
Imagine the span and reach of a company's promotion with activation in 50 key DMA's, all with localized branding and signage, retail tie-ins and product sampling. Trackside promotions are only available on a once per week basis for 36 weekends out of the year with NASCAR's top series. Regional venues are in operation nearly 50 weeks out of the year, and offer simultaneous market coverage and activation opportunities.
The potential applications for motorsports marketing are vast and are well suited to capture the attention and loyalty of an overexposed buying public. Catch a ride on this high speed marketing vehicle and make your promotional efforts work smarter, not harder.

Xtra Mart Convenience Stores Step Up NASCAR Modified Sponsorship, Johnson Racing Launches Second Team

2005-12-28T23:41:00.000-05:00

STAFFORD SPRINGS, Conn. -- Johnson Racing has announced plans to run a two car team in Stafford's SK Modified division with Zach Sylvester and Jeff Johnson driving The Xtra Mart Convenience Stores sponsored Fords.
“Xtra Mart Convenience Stores, Mansfield Paper Company and Village Springs are the reason we are going with two cars,” said Johnson. “You just don’t find sponsors like that everyday, they are as good as it gets, and we are really looking forward to representing them in 2006.”
“We have built three new Spafco chassis and I have to thank Kenny Barry of Spafco and our crew chief Chris Forester,” said Johnson.“Kenny’s stuff is fast. Adding Whelen Tour Driver Zach Sylvester is a huge step for us,” said Forester. Zach and I worked well together on the tour and I think we are going to work well together again. I am also excited to work with Jeff Johnson. He had some bad luck last year and I want to help in changing his luck.”
Sylvester, a past winner in the SK Modified division, winning the 2000 Spring Sizzler, and one of the up and coming stars of the Whelen Modified Tour is really looking forward to his new opportunity.
“I am really excited about SK racing for Glen and his family. They have really blown me away with their dedication to racing and their detail to the cars. I feel confident that Jeff and I both will be very competitive in 2006. I want to win races and contend for a championship. I know Johnson Racing can put me in that position,” said Sylvester.
“I really like racing at Stafford. I respect guys like Willlie Hardie, Frank Ruocco, and Ted Christopher. If you beat them you know your team is on top of their game,” continued Sylvester. Look for the debut of The Xtra Mart Fords at the 2006 Spring Sizzler. Johnson Racing would like to thank Rob Corona and Dick Galloway of XTRA MART, Mike Shapiro, Scott Parent and Suzanne Murphy of Mansfield Paper Company, Sean Cassells of Village Springs, Gary Bergeron of Connecticut Trailers and Tom Sylvester of TAS Country Homes in Lebanon, CT. Their support is unmatched.
For more information, contact the Stafford Motor Speedway track office at 860-684-2783 or visit us on the web at www.staffordspeedway.com.

MARSH RACING WHEELS TO SPONSOR HALFWAY LEADER AWARD FOR 2006 OREILLY USMTS SEASON

2005-12-28T23:36:00.000-05:00

SILOAM SPRINGS, Ark. (Dec. 20) - The O’Reilly Auto Parts United States Modified Touring Series announced today that Marsh Racing Wheels has signed on as the “Halfway Leader Award” sponsor for the 2006 season.
As part of their commitment to the tireless O’Reilly USMTS competitors, Marsh Racing Wheels will offer a $50 product certificate to the leader at the halfway point of every O’Reilly USMTS main event during the 2006 season, provided that driver is utilizing Marsh Racing Wheels. If the halfway leader is not using Marsh Racing Wheels, the prize carries over until the next race, and so on until the award is won.
“We are very excited to be involved with USMTS again and the Halfway Leader Award will build a lot of excitement,” said Marsh Racing Tires president Brant Chenoweth. “I believe as the product certificates double, triple, quadruple or more that speculation about who will be the next winner will be a hot topic in the pits. Some lucky racer could win free wheels for the remainder of 2006 and the entire 2007 season!”
Located in Siloam Springs, Ark., Marsh Racing Wheels is entering their 51st year of producing racing wheels that are designed for the rigors of the motorsports industry. Marsh Racing Wheels are the culmination of over 50 years of dirt track racing experiences put into the design of a rim that is built on MRW’s own equipment to racing specs.
For more information about Marsh Racing Wheels, call toll-free 1-800-643-3625, or visit Marsh Racing Wheels online at http://www.mrt-wheels.com/.
To learn more about America’s Premier Dirt Modified Series, call the O’Reilly USMTS headquarters at (515) 832-7944 or visit http://www.usmts.com/ on the World Wide Web.

FORTUNE Magazine "NASCAR Fastest Growing Sport" Article

2005-09-07T22:36:00.000-05:00

This is our time to capitalize on some great press about motorsports and NASCAR - click on the above link to read the complete NASCAR - America's Fastest Growing Sport article, that is in the September issue of FORTUNE.

Great read - no matter what level or type of racing you are involved in.

Sony Electronics Becomes Official Consumer Electronics Partner of NASCAR

2005-09-07T22:30:00.000-05:00

09/01/05

SAN DIEGO -- Bolstering its leadership role in high-definition television, Sony Electronics announced it has become the Official Consumer Electronics Partner of the National Association for Stock Car Auto Racing (NASCAR).

Sony Electronics also inked a deal to become the title sponsor of the NASCAR NEXTEL Cup Series 500-mile Labor Day event for September 2005 and 2006. Titled "The Sony HD 500," this year's racing event takes place Sunday, Sept. 4 at the California Speedway in Fontana, Calif.
"Our relationship with NASCAR and the International Speedway Corporation is a reflection of a passion for racing shared by Sony and our customers," said Mike Fasulo, chief marketing officer for Sony Electronics. "HDTV is the driving force and centerpiece of the digital living room. From content creation and production to the ultimate consumer shooting, editing and viewing experience, Sony is in a unique position to bring top-quality, high-definition entertainment to NASCAR fans."

Sony will not only reward the winner of the SONY HD 500 with the latest BRAVIA XBR LCD HDTV, but also brings all of the HD action home to racing fans through a broadcast partnership with NBC, which is broadcasting the race and the remaining NASCAR NEXTEL Cup Series events in high-definition.

"NASCAR is pleased to add Sony to our family of official partners who are generating business results in connecting with the 75 million brand-loyal fans," said Steve Phelps, vice president of corporate marketing for NASCAR. "NASCAR is excited our broadcast partners are televising all NASCAR races in HD. The addition of Sony, the leader in home entertainment and HD technology, to our roster of sponsors is exciting and clearly emphasizes the growing importance of HDTV to our sport."

Adding to the excitement found at the Labor Day event, Sony will host four "HD Workshop" events at locations around the California Speedway, including one in the center of the infield. The workshops will give fans an opportunity to experience high-definition television and audio products first-hand, while learning more about the technology. In conjunction with the workshops, which will also be held a various locations throughout the country, Sony recently launched an informational web site about HD technology at www.sony.com/HDTV.

"With more than 60 percent of U.S. households expected to have high definition television sets this year, the need for education is clear," said Sony Promotions Manager Rich Black. "Our efforts at the speedway complement our consumer education platform."
Sony also announced that its association with Penske Racing South, its contract with driver Ryan Newman and its official sponsorship of Penske Racing South's NASCAR Nextel Cup Series No. 12 Alltel/Sony Dodge car has been extended. For the Labor Day weekend event, Sony will be the primary sponsor for the No. 12 SONY HDTV Dodge.

"We only get one shot a year to run the Sony HDTV scheme on our car, so we definitely want to put on a good show," Newman said. "I guess there's a little more pressure this year since the race is the Sony HD 500 and we're in Sony's back yard in southern California. We won with the Sony scheme in 2003 at Dover; I imagine if we win this weekend it'll be quite a scene in victory lane."

The "Sony Tech Box," Penske Racing South's race day pit cart for its NASCAR teams, is fully stocked with an array of Sony professional and consumer electronics. The state-of-the-art pit cart is designed to enhance the team's pit performances on race day, and serve as an entertainment center for trackside guests by offering coverage on Sony LCD high-definition televisions.

Also equipped with Sony's family of high-definition products is the Penske Racing South team hauler, which includes a high-tech Sony lounge for crew to enjoy on the road.

The NASCAR relationship is not a first for Sony in the sports realm. Sony is also sponsoring the "Sony HD Classic" football game between UCLA and SDSU on Sept. 3 at QUALCOMM Stadium in San Diego. The company was the exclusive advertising sponsor of NBC's high definition broadcast of the 2004 Summer Olympic Games and worked with CBS for professional football high-definition broadcasts. Sony televisions also are a focus of attention at PETCO Park in San Diego, Yankee Stadium in New York and Heinz Field in Pittsburgh.

On a global scale, the company also hosts the annual Sony Hawaiian Open PGA golf tournament in January and recently announced a multi-year sponsorship agreement with FIFA for a variety of its soccer events around the world, including two World Cup tournaments.

Locally, Sony Electronics' mobile electronics group is supporting RaceLegal, a community organization backed by police and other concerned volunteers in San Diego who want to provide a safe street-racing experience for young drivers. Sony is also the title sponsor of the NHRA Sport Compact Series of races.

The SONY HD 500, which will be televised nationally in high-definition on NBC, will start at 5:10 p.m. PDT, allowing for a finish under the lights. More information is available at www.sonyracing.com and www.sony.com/HDTV.

RaceQuest Sponsorship Blog

2005-07-20T12:34:00.000-05:00

Did you ever wonder about some of the big time NASCAR deals that you see week in, week out, that dont appear to have any rhyme or reason to them - just a name on a car? Like Yellow Freight, Kodak, or Channellock?

While I would bet that SOME of the above DONT have any strategy behind their marketing programs, besides the ammenities in the VIP suite for their top executives, the majority of the silent giants that support major motorsports endeavors DO have a strategy, and its Business to Business.

The savvy companies that can find a return on investment through a solid B2B strategy are professional entertainers on Sunday, hosting a variety of decision makers that are capable of moving their business strategies forward.

RaceQuest Racing Sponsorship Blog

2005-07-19T12:16:00.000-05:00

2005-07-18T21:12:00.000-05:00

Welcome to the RaceQuest Racing Sponsorship blog....so what is this all for? Well, with over 250,000 racers in North America vying for several billion dollars, 90% of which is given to top tier NASCAR, NHRA, and IRL teams, us small guys need a place we can call home, get smart, and put our best foot forward to claim our share of the sponsorship marketing pie!

Dont you hate it when you buy something, only to learn later on that the person you bought it from was holding out when they built or created the product, or in some cases, just didnt have the ability in the first place to offer you something of value.

The RaceQuest program has received rave reviews in 2005 from racers and promoters alike, who have said time and time again that we have not held anything back - its with that philosophy that we will host this sponsorship blog, with the hopes that we can create and foster an ongoing discussion about the dynamics of sponsorship, while debating some of the more visible sponsorship programs that we are all exposed to as members of the racing fraternity.

So, as we approach the 2006 hunt for sponsorship, I wish each of you the best of luck, and hope that the RaceQuest program, along with this blog, will improve the overall quality of your 2006 campaign.

Remember, sponsorship is not a seasonal task, its a year-round endeavor that is measured by your success on the track during a window of several months.

Bill Catania