The ticket promotion, which will be offered for 18 of 38 Sprint Cup races in 2011, serves as the first example of how Wal-Mart plans to activate its new licensing agreement with NASCAR.
The world’s largest retailer signed an agreement earlier this year that allows it to develop apparel, home goods and other products bearing NASCAR, driver and team imagery and marks. It is promoting that affiliation at stores and on Speed, and NASCAR officials anticipate Wal-Mart also will spend on promotions at the track and team level.
“Since I’ve been working here for 10 years, we’ve been looking for ways to get Wal-Mart involved," said Terry Kalna, International Speedway Corp.’s managing director of partnership sales and marketing. “As excited as we are about this, we’re more excited about what else is still to come for NASCAR, the sport and the company."