Burger King Buys Back Into NASCAR
After a one-year absence from the NASCAR circuit, Burger King has bought back in through a sponsorship deal with Tony Stewart and Stewart-Haas Racing.
The three-year deal will put Burger King’s name and colors on Stewart’s No. 14 Chevy in two races during the Sprint Cup Series. The deal also includes a personal services agreement with Stewart, one of NASCAR’s most popular drivers, for promotions, advertising and personal appearances.
“We still think it’s the right platform for our brand,” said David Root, Burger King manager of adult promotions and sponsorships. “It’s a great brand fit with Tony Stewart.”
Root cited the renowned loyalty of NASCAR fans as a prime reason for the fast food chain to get back on the track, and noted that the Burger King brand “resonates” well with NASCAR fans. He declined to comment on the value of the deal.
Stewart will carry Burger King colors on his car at the Daytona International Speedway on July 4 and at the Dover Speedway on September 27. He will be featured in TV spots to run during NASCAR events, but that schedule is yet to be determined.
In addition, Stewart will make personal appearances for Burger King at on-site hospitality suites at tracks still to be finalized. Burger King will be the exclusive quick service restaurant at the Eldora Speedway in 2009, with activation plans including track signage, hospitality and other activities.
Burger King had sponsored David Newman and Michael Waltrip Racing in a multi-year deal prior to its hiatus from NASCAR sponsorship last season.
It chose not to renew its three-year deal as QSR sponsor of the National Football League when that deal expired at the end of last season.
