HRT Motorsports has signed an associate sponsorship and driver endorsement deal with the Citizen Watch Company. It includes an associate sponsorship on the team’s Busch Series entry driven by Mexican Carlos Contreras and rights to use the team and driver in a promotional campaign titled, “Unstoppable”. The deal was put together by HRT’s agent, Seth Goldberg of Don Buchwald and Associates, and handled by Publicis New York, Citizen’s general market advertising agency. Carlos, NASCAR’s first Hispanic driver, will be featured in the Citizen Watch Company’s Fall 2003 print and TV campaign along with four other celebrities, marking the first time the Citizen Watch Company has used an athlete as endorser in its advertising. Carlos’ portion of the campaign will kick off in June, with Carlos appearing in magazines including Sports Illustrated, Latina Magazine, Maxim, People En Espaol and Maxim Espaol. The TV portion will commence in August and run during prime time, major network sporting events and during Mexican futbol on Univision, the latter to connect Carlos and the Citizen Eco-Drive watch with the lion’s share of Hispanic sport fans. The print portion was shot in New York City in early 2003 and the television spot was filmed recently in Lakeland Florida and really takes off with Carlos’ fun loving personality.(HRT PR)(4-21-2003)
