Heluva Good!® Partners with Two International Speedway Facilities International Speedway Corporation (“ISC”) today announced it has signed a multi-year race entitlement and official status agreement with Heluva Good! at Michigan International Speedway and Watkins Glen International. Financial terms were not disclosed.
Under the agreement, Heluva Good! will serve as the title sponsor for the June NASCAR Sprint Cup Series race at Michigan and the August Sprint Cup Series race at Watkins Glen. In addition, Heluva Good! will become the Official Dip and Cheese Products at Michigan and Official Dip Product at Watkins Glen. Lastly, as part of the agreement, Heluva Good! will receive display and signage opportunities at both facilities.
“Heluva Good! is excited to serve as the title sponsor of the NASCAR Sprint Cup Race at Michigan International Speedway, and we are proud to return as the title sponsor of the ‘Heluva Good! Sour Cream Dips at The Glen’ in our birthplace, Upstate New York,” said Chris Ross, Vice President of Marketing at Heluva Good!. “The Heluva Good! brand is built on bold flavors and personality, which complement the characteristics of NASCAR’s passionate fans.”
“We are thrilled to have the Heluva Good! brand renew their relationship at Watkins Glen and extend our partnership to Michigan International Speedway,” said ISC Vice President and Chief Marketing Officer Daryl Q. Wolfe. “These are two very unique and popular properties in the ISC portfolio and they will provide a significant opportunity for Heluva Good! to grow their brand and business.”
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