NASCAR announced today that Sears, Roebuck and Co., through its proprietary Craftsman tool brand, has renewed its title sponsorship of the NASCAR Craftsman Truck Series. The NASCAR Craftsman Truck Series is one of Americas fastest growing major sports properties and now the #3 motorsports property on cable television. Sears outstanding support during the past decade has helped the NASCAR Craftsman Truck Series become one of the hottest motorsports properties in America, which continues to draw new fans and provide tremendous value for sponsors and media partners, said George Pyne, NASCAR chief operating officer. Craftsmans commitment, coupled with additional marketing support and in-store exposure from the Sears-Kmart merger, will help take the series to new heights.
In 2004, 19 of 25 NASCAR Craftsman Truck Series events experienced increases in the average number of households tuned in. The 2005 season-opening Florida Dodge Dealers 250 at Daytona International Speedway earned a 2.1 rating on SPEED Channel, up +31% vs. 2004 the highest rated program in SPEED Channels broadcast history. The most recent event, the Quaker Steak and Lube 200 presented by Click It or Ticket at Lowes Motor Speedway on May 20, was the most-watched Series event outside of Daytona on SPEED Channel. Thus far this season, an average of 680,000 households (+16%) and 954,000 viewers (+21%) have tuned in to each NASCAR Craftsman Truck series event.
Under the five-year agreement, Sears will increase its support of the series in national and local advertising, sales promotions, in-store point-of-sale materials and public relations. The Craftsman brand also renews its status as Official Tools of NASCAR. Highlights of Craftsmans enhanced support include:
Additional advertising to promote the NASCAR Craftsman Truck Series
Local in-store sales promotions supporting series events
Support of NASCARs diversity programs
More prominent store signage and presence on product packaging in stores.
Sears Craftsman brand has been title sponsor of the NASCAR Craftsman Truck Series since the racing series began in 1995. The sponsorship, which gives Craftsman a broad position and array of rights in NASCAR, is one of three NASCAR national series entitlements in the sport, along with the NASCAR NEXTEL Cup Series and the NASCAR Busch Series. With 25 points events airing live exclusively on SPEED Channel, the NASCAR Craftsman Truck Series has evolved from being primarily a short track, super regional series to a national series with races at 22 tracks in 18 states across the U.S.
The series trademark tough, side-by-side racing has been steadfast throughout the first 10 seasons:
The championship has been decided in the final race nine of ten seasons.
The championship was won by fewer than 100 points in seven of ten seasons.
143 of 242 total races (59%) had a margin of victory of less than one second.
Ten or more different winners over six of the past seven seasons.
The NASCAR Craftsman Truck Series is also an important and strategic platform for vehicle manufacturers Chevrolet, Dodge, Ford, and Toyota.(NASCAR PR)(5-26-2005)
