Sponsorship roundup
By Adnews Staff
Canadian Tire has signed a series of auto racing sponsorship agreements for the year. The retail chain has renewed its title sponsorship of the NASCAR Canadian Tire race series for a fourth year. The series consists of 13 events nationally. In addition, the company will sponsor the Honda Indy in Edmonton, the Honda Indy in Toronto and the NASCAR Nationwide race in Montreal. Canadian Tire has also signed a sponsorship agreement with NASCAR driver Ron Fellows in addition to its existing sponsorships of Scott Steckly and Mark Dilley. "As Canada's largest automotive retailer, Canadian Tire has a long tradition of supporting auto racing and motor sports in Canada," said Allan MacDonald, automotive senior vice-president at the company. "Our racing sponsorships will continue to bring the excitement of professional auto racing to Canadian racing fans. [It is] a natural fit for our business of helping customers be ready for driving with our unmatched assortment of automotive parts and accessories."
Canada Dry Mott's has signed-on as a sponsor of the Honda Indy Toronto auto race, which will take place from July 16 to 18. The company's Dr Pepper brand will be the official soft drink of the event for a second year. The agreement includes a sampling program at the race, a Dr Pepper Grandstand, prize giveaways, coupon distribution and retail promotion. "As North America's oldest major soft drink brand, Dr Pepper knows how to scan and identify a good partnership opportunity," said Andy Bayfield, general manager of Canada Dry Mott's. "The Honda Indy Toronto is one of our pillar sponsorships in Canada, and we know it's gaining a lot of momentum."