Another NASCAR sponsor "gets it" Tampa, FL – Domino’s Pizza is embarking on its fifth year of involvement with the NASCAR NEXTEL Cup Series. The company has evolved from its entrance into the sport as the Official Pizza of NASCAR and Official Pizza of the Michigan International Speedway, as well as a major sponsor at the team level. In the past two seasons, this included primary paint schemes with Michael Waltrip in both the NASCAR Busch Series, and the NASCAR NEXTEL Cup Series. In 2007 Domino’s Pizza has taken another step by becoming the primary sponsor of the #00 Domino’s Pizza Toyota for Michael Waltrip Racing in 17 races throughout this season.
So, why the step forward?
Ken Calwell, Domino’s Chief Marketing Officer, says the company’s involvement with NASCAR has continued to grow because of the way it has helped enhance the Domino’s brand. “When Domino’s became the ‘Official Pizza of NASCAR,’ it was always our intent to grow and maximize our participation in the sport,” Calwell said. “Since then, Domino’s Pizza has moved from #3 to the #1 pizza brand among NASCAR fans. We feel our association with NASCAR is working, and we are excited to take it to the next level by becoming a primary NASCAR NEXTEL Cup Series sponsor of the #00 Domino’s Pizza team with Michael Waltrip Racing.”
The company is committed to making Domino’s Pizza a tradition for race fans, as the hot dog is to followers of baseball. Their goal is for race day to be a time for ordering Domino’s Pizza, while watching David Reutimann battle it out with 42 others for the NASCAR NEXTEL Cup.
This goal can be accomplished considering that NASCAR’s 75 million fans are more brand loyal than any other professional sport, putting Domino’s in a prime position to connect with the fan base.
Domino’s Pizza will let the fans get involved when they launch their new product, Cheesy Garlic Bread Pizza, in the corporate village at Daytona International Speedway. Domino’s will be offering fans a free sample of the Cheesy Garlic Bread Pizza throughout Speedweeks at Daytona, allowing NASCAR fans to be the first to taste this delicious new pizza.
This excitement will continue to be seen throughout this season with creative promotions that will be tailor-made for the NASCAR fan. This includes the “00 Deal” and the “Fan Fuel Free for All” which will start on Feb. 18th, the day of the Daytona 500. The “00 Deal” is buy a large pizza at menu price; get a second pizza at equal or lesser value for free and the “Fan Fuel Free for All” is when the #00 wins, free pizza and coke for those who register at www.teamdominos.com, or at the display during Daytona 500 festivities. Dominos Pizza PR
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