Dale Earnhardt Inc. has secured two new sponsors for the 2008 season, Steak-umm and Cub Cadet. Both deals are for mostly associate positions on DEI cars but also involve primary positions in select Sprint Cup races. Terms of the deals were not available. Steak-umm’s sponsorship will involve a full season of associate sponsorship on Mark Martin’s #8 Chevy, as well as a primary for the June Pocono race. In May, Steak-umm will be the primary sponsor on DEI’s #01 Chevy driven by Regan Smith at Richmond. Cub Cadet, which also has status as NASCAR’s official outdoor power equipment, has bought associate space on Martin Truex Jr.’s #1 Chevy with a primary planned for the Chicagoland race in July. Charlotte-based Camp Strategy represented Cub Cadet. There’s also a business-to-business component, which involves Bass Pro Shops, the yearlong primary on Truex’s car, possibly selling Cub Cadet equipment in its stores. .(Sporting News/Street & Smith’s SportsBusiness Journal)(1-15-2008) UPDATE: Dale Earnhardt Inc. announced that they have secured Steak-umm Company LLC as a primary sponsor on the #8 and #01 Chevys for select races during the 2008 season, including the May Richmond Sprint Cup race with Regan Smith and the June Pocono Sprint Cup race with Mark Martin. Steak-umm will also serve as an associate sponsor on the #8 car for the full 2008 season. Steak-umm’s entry into the NASCAR sponsorship arena coincides with the company’s introduction of Steak-umm Burgers, a new line of frozen burgers available in Original, Sweet Onion and Real Cheese varieties. It is also part of a broad new Steak-umm marketing initiative that began last year with national TV ads for the company’s thinly sliced, portion-controlled frozen sandwich steaks.(DEI PR)(1-18-2008) Comment
