Kevin Lepage’s impressive ninth place finish at this year’s NASCAR Daytona 500 provided the incentive for The Patròn Spirits Company to increase its involvement with Lepage’s #37 Dodge and R & J Racing program to include an additional five NASCAR NEXTEL CUP races. This deal was brokered by Active International, the world’s largest corporate trading firm. Active’s sports & event marketing division has extensive expertise in negotiating major sports sponsorships and has helped its clients to participate in a number of high-profile properties including the PGA TOUR, NBA and NASCAR. Trade credits that The Patròn Spirits Company acquired from Active were an important element in enabling Active to tailor this financial program for Patròn’s sponsorship of Lepage’s #37 Dodge. The deal is unique given that 2005 is the first year that spirits companies have been able to participate as NASCAR sponsors. The sponsorship provided Patròn with an innovative way to enhance its marketing strategy. As the primary sponsor of Lepage’s car, Patròn designed the paint scheme and the logos that are featured on the hood and side panels (images on my #37 Team Schemes Page). (Peppercom PR)(5-5-2005)
