Push To End Military Spending On Pro Sports Sponsorships Gaining TractionPublished May 18, 2012
DO THE DEW: USA TODAY’s Nate Ryan noted the NASCAR Nationwide Series Pioneer Hi-Bred 250 at Iowa Speedway Sunday will “mark the first time one of Earnhardt’s Sprint Cup sponsors (Diet Mountain Dew) takes a primary role on his team’s Nationwide car, and he considers it a coup because the race doesn’t have a built-in attraction of being in a major market or as a companion to a Cup event.” Earnhardt said, “I’d love to do more of it. It really takes a lot of pressure off us financially because the market is challenging.” Earnhardt’s JR Motorsports, after losing money in '09 and '10, “barely broke into the black last year.” But this year has “brought better tidings with new sponsors (including a recently announced four-race deal to promote clean-coal electricity).” Still, JR Motorsports co-Owner & GM Kelley Earnhardt said, “The Nationwide Series fits our goals, but the economics for the team aren’t very pretty. It’s definitely a labor of love” (USA TODAY, 5/18).
HOT NEW WHEELS: SPORTING NEWS' Pockrass noted Chevrolet Thursday announced that it “will campaign its new Chevrolet SS in the NASCAR Sprint Cup Series in 2013 as the replacement for the Impala.” Campaigning the Chevrolet SS in NASCAR “presents a change in the manufacturer’s philosophy toward its Sprint Cup nameplate.” Chevrolet spokesperson Monte Doran said, “I still think the ‘Win on Sunday, sell on Monday’ mentality works for the whole Chevrolet brand. … They may go buy a Silverado or a Camaro or an Impala. NASCAR is still a huge contributor to our overall brand awareness and it also helps build excitement from our performance brand” (SPORTINGNEWS.com, 5/17). Meanwhile, Charlotte-based Presbyterian Healthcare on Thursday announced that it will serve as the primary sponsor of Parsons Racing's No. 98 NASCAR Sprint Cup Ford driven by Michael McDowell for the Coca-Cola 600 at Charlotte Motor Speedway (Presbyterian Healthcare).
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