Burger King Corp. is heading back to NASCAR after a 10-year hiatus.
Burger King will sponsor five races in the NASCAR Nextel Cup Series, a first for the company whose last affiliation with NASCAR dates back to 1997. The fast-food franchise is developing activation of its sponsorship of Michael Waltrip Racing’s (MWR) No. 00 racecar driven by Bill Elliott and plans a specially designed No. 00 paint scheme, in-store activities and driver appearances.
“Burger King is excited to bring more than 50 years of experience in outstanding speed of service to NASCAR Nextel Cup racing with the No. 00 Burger King car,” said Brian Gies, VP-marketing at Burger King. “The alliance with Michael Waltrip Racing and NASCAR legend Bill Elliott provides an incredible opportunity to tap into NASCAR’s enormous popularity and really fire-up race fans.”
The MWR team has won multiple races in the NASCAR Busch Series, and owner Michael Waltrip has won 11 Busch Series and five Nextel Cup Series races as a driver, including two Daytona 500s.
“I am thrilled to have the opportunity to work with one of the most recognizable brands in the world,” Waltrip said in a statement. “Burger King understands the power of NASCAR Nextel Cup Series racing and its loyal fan base of more than 75 million people.”
NASCAR champion Bill Elliott is a two-time Daytona 500 winner, and his 44 career wins rank him second in trips to victory lane among active drivers, only following Jeff Gordon.
Burger King is the official QSR of the National Football League.