Well, it’s that time of the week again: sponsors have been activated for the first of two races at Atlanta Motor Speedway. As a life-long fan of NASCAR as well as other motorsports, I can safely say that the way these companies market themselves and their drivers is vital for the fan experience at the racetrack, the surrounding areas, or even sitting on the couch at home.
Think about it: how many young fans did Kyle Busch draw in with that M&M’s paint scheme that was virtually unchanged for the better part of fifteen years? And a sponsor’s reach isn’t just limited to kids: being a life-long Dale Jr. fan, my favorite beer is Budweiser, favorite soda is Mountain Dew, favorite energy drink is Amp Energy (when I can find it…if I can’t, I usually don’t drink them), and I don’t really like mayonnaise but, if I did, I betcha I’d buy Hellmann’s!
One of my fondest memories is from attending races at Bristol, munching on a Domino’s personal pizza, and watching that Domino’s 00 car run around the track. I also remember one year Mountain Dew doing a Dewshine promo outside the track. I still have it in a glass bottle at my dad’s house somewhere. Here’s just a taste of what the racing marketing gurus have going on this weekend at Hotlanta!
Driver #SponCon at Atlanta
Aside from being one of (if not THE) best looking paint schemes this weekend for sure and maybe a potential contender for Eric Estepp’s year-end ranking (hint-hint), Andy’s Frozen Custard is a delicious post-meal treat or, if you’re lucky and at the races this weekend, it would pair great with the hot early spring sun.
Here you can see Austin Dillion, who will sport this sure to be iconic scheme this weekend, enjoying a spoonful of this deliciously sweet dessert! Man, it probably tastes even better than that car looks!
Kevin Harvick returned this week for his #WinItWednesday to promote his #4Ever farewell tour. There will be 1 grand prize winner which will receive an AUTOGRAPHED Busch Light hat with four other winners getting this really cool novelty shirt. Check it out! The details to enter are listed below!
Brad Keselowski promotes this ULTIMATE race fan experience through his sponsor, Wyndham rewards. You have a chance to win race tix, MEET THE RFK DRIVERS, get a free stay in a Wyndham hotel as well as many other additional prizes. Check it out! Seems like an awesome contest. What do you have to lose?
Kyle Busch is sending this now 10-year-old boy a an autograph after ordering, of course, the No. 8 special. Cheddars has some of the coolest fan engagement strategies of any sponsor in the sport. If you’re in Atlanta or the surrounding area this weekend, go to Cheddars and get the No. 8 special. And who knows, if he weeks you might just get the special free one day next week!
Ryan Blaney unveiled his slick looking Body Armor Mustang earlier this week. With the partnership, he’ll be doing a meet and greet at the address listed below between 4 and 5 on the 17th or March. For all the Blaneyholics out there, this could be your chance to meet your favorite driver and tell him how wrong you think Kyle Petty is.
NBC booth teammate to Dale Earnhardt Jr., Rick Allen, had joined the 88 Crew and you can too! And, the best part, IT’S COMPLETELY FREE to sign up! Visit highrockvodka.com/88crew to join for your chance to win some awesome prizes and even meet JR Motorsports crew members! Man, I really would love to see Jr. drive a No. 88 High Rock car at some point…
Advent Health is supporting Hailey Deegan and all the women of NASCAR with this groovy paint scheme. On the decklid, many of these pioneers for young women looking to get in the sport will have their names listed. Check it out!
Jeffrey Earnhardt and Alpha Prime Racing are teaming up with Advanced Material Handling this weekend at Atlanta. Jeff boasts about the tough lookin’ car. Hopefully he can get them a win this weekend.
Josh Williams’ partner for this weekend, Coolray Services, will have over 100 of their employees in the stands for the Xfinity Series race at Atlanta! That’s super cool for all those guys and gals. What an experience it will be!
There will be several driver appearances this weekend at the Team Chevy Display in the fan zone at Hotlanta. Fans can mix and mingle with Team Chevy drivers prior to entering the track!
Busch Beer is indulging the fans in a little bit of Spring Cleaning as they offer to refresh their wardrobes! Details on how to win some sweet merch are provided in the tweet below.
That’s a wrap on this week’s sponsor tour. If you’re in Atlanta, what are your plans? Do any of these fun fan experiences or rockin’ paint schemes tickle your fancy? Let us know!