Wal-Mart shoppers will be able to race radio-controlled stock cars in the toy departments of 3,100 stores for one day in February as the centerpiece of a Fan Days program that NASCAR will run with the world’s largest retailer as a lead-in to next year’s Daytona 500. The NASCAR-licensed cars will run on tracks built using the products of sponsors and licensees that tie in to the program, with as many as 10 brands, including Coca-Cola, expected to participate. NASCAR Fan Days will run from Feb. 1 through Feb. 22, with participating brands receiving prime placement and point-of-sale support throughout the three-week span. The “retailtainment” event, slotted for Feb. 7, will include radio-controlled car racing and NASCAR-themed programming on Wal-Mart’s in-store television and radio networks. NASCAR and Wal-Mart are discussing a “presented by” sponsorship with Gillette-owned battery brand Duracell, according to sports marketing sources. Gillette recently signed on as a NASCAR sponsor in multiple categories, including alkaline batteries. NASCAR and Wal-Mart declined comment on the program. Financial details were unavailable. This will be the fourth consecutive year in which NASCAR ties to Wal-Mart for a Fan Days promotion, but the first time that the two hook up on anything as extensive and attention-grabbing as in-store racing.( Street & Smith’s SportsBusiness Journal )(12-16-2003)
