Burger King Corp. (NYSE:BKC) announced today that the company has signed a multi-year sponsorship agreement with Tony Stewart and Stewart-Haas Racing.
As part of the sponsorship agreement, BKC has two primary paint schemes on the No. 14 Sprint Cup car which will be featured at the July 4th NASCAR Sprint Cup Series race at Daytona (Fla.) International Speedway and the September 27th race at Dover (Del.) International Speedway. The company also has a personal services agreement with Stewart that includes appearances in commercials, restaurant promotions and at BKC sponsored events.
“I’m extremely happy to welcome Burger King Corp. to the team and really proud to be associated with such a great brand," said Tony Stewart. “This demonstrates another important step in getting Stewart-Haas Racing ready for the season. I am a huge fan of BURGER KINGÂ® restaurants, especially of the WHOPPERÂ® Sandwich, and even received my own customized BKÂ® Crown Card!"
BKC will leverage the sponsorship both on and off the track, through comprehensive national marketing programs and promotions.
“This sponsorship with Tony provides the perfect scenario to get back into NASCAR. His passion, both on and off the track, resonates very well with our core BURGER KINGÂ® customers," said Russ Klein, president, global marketing, strategy and innovation. “We’ve long understood the power of NASCAR, and its millions of fans, and are looking forward to an exciting season."
Additionally, BKC will be the exclusive quick service restaurant sponsor of Eldora Speedway in 2009, giving the company the chance to speak to fans on a grassroots level. Activation surrounding this sponsorship will include BURGER KINGÂ® signage at the track, hospitality and other on-site activities.