NASCAR caution periods to be sponsored

For those of you who have still not heard the news, brace yourself. NASCAR has sold the rights to sponsor caution periods in live races to a cleaning company called ServiceMaster. Does that mean more debris cautions to please the sponsor?

Here is the official blurb:

ServiceMaster Clean Inks Deal with ISC & SMI Race Tracks: ServiceMaster Clean announced that it has signed a unique partnership agreement to be the first-ever official sponsor of the caution periods during races at International Speedway Corporation (ISC) and Speedway Motorsports Incorporated (SMI) race tracks across the nation.

When there is a problem on the track, the ServiceMaster Clean Yellow Flag will wave, and the company’s familiar yellow trucks will be dispatched to clean the track. In racing, a yellow flag means cleaning. In homes and businesses across North America, a yellow ServiceMaster Clean van means cleaning and restoration is being done quickly and professionally by America’s number one cleaning team.

ServiceMaster Clean will have official and exclusive sponsorship of the Yellow Flag– now to be known as ServiceMaster Clean Caution periods – at all 19 ISC and SMI race tracks around the country. These racetracks feature 31 Sprint Cup, 24 Nationwide and 17 Camping World Truck Series races and hundreds of other racing events.

In fact, there will hardly be a race for the next five years where ServiceMaster Clean does not have a large presence.

All cleaning and drying vehicles and equipment will feature the ServiceMaster Clean logo and colors, and the clean-up teams will wear bright yellow ServiceMaster Clean jumpsuits. The multi-year agreement is not limited to what happens on the track, but also includes national coverage on the Motor Racing Network (MRN) and Performance Racing Network (PRN), hospitality events for franchise owners, the right to create and sell promotional merchandise and a host of other marketing opportunities designed to generate consistent visibility.

Wow is a word that comes to mind. This PR announcement does not include the TV specifics, but we can assume that with the right advertising dollars, ServiceMaster will soon be appearing during many caution periods on your TV all season long and of course we know they'll always be real caution flags, right?

Leave a Reply