McDonald’s will renew its sponsorship with NASCAR. That’s a surprise to industry insiders who believed McDonald’s was ready to end its run as NASCAR’s “Official Drive-Through.” Burger King had pursued NASCAR for most of the year and appeared close to a deal during the summer, but sources told the Sports Business Journal that NASCAR President Bill France favored the incumbent. Neil Perry, who heads McDonald’s U.S. sports marketing, said a four year NASCAR sponsorship contract was sitting on his desk, waiting to be signed. McDonald’s current agreement expires at the end of the year. Next year is McDonald’s final year in its sponsorship of Bill Elliott’s #94 team and the fast-food restaurant plans to use Elliott’s 25th year in racing as a marketing platform in the Southeast next summer with themed cups and tray liners, television advertising and merchandise giveaways(Winston Cup Scene Magazine)
