Crown Royal to Add Contestant’s Name to NASCAR Sponsorship
Crown Royal will put a consumer’s name into the official title of a NASCAR race next year, in a contest that marks the first time the name of a major professional sporting event will be awarded to a consumer, Crown Royal said.
The winner of the Your Name Here 400 contest will have his or her name included in the 2007 NASCAR Nextel Cup Series race to be presented by Crown Royal at Richmond International Raceway. Until a winner is crowned, the working title for the race will be “Crown Royal presents The Your Name Here 400.”
The grand-prize winner will be chosen from a pool of 10 finalists during next year’s Daytona 500. At that time the name of the Richmond race will be changed to include the winners name: ie. Crown Royal presents The Jamie McMurray 400. The fan’s name will be recognized by NASCAR and its broadcast and media partners as the race’s official name.
“Crown Royal is truly an iconic brand, and this promotion allows people to express their own personal stories about special occasions in life that they felt were worthy of enjoying a Crown Royal cocktail,” said Jim Lorenz, senior brand manager, Crown Royal, in a statement.
Consumers ages 21 and over can enter the contest by submitting an essay—of 50 words or less—or video explaining their favorite “Crown-Worthy” moments, defined as a memorable moment or occasion when toasting with a Crown Royal cocktail was appropriate, such as an anniversary or new job. The essays can be submitted at CrownRoyal.com/ynh400 . Video submissions—50 seconds or less—will be accepted at retail and NASCAR racetracks across the country, including at the Crown Royal Brand Experience tent. Entries must be received by Nov. 23 and will be judged on the basis of originality, relevance, appeal and clarity.
Ten finalists will get a “Crown-Worthy” trip to the 2007 Daytona 500 at Daytona International Speedway, where one will win the grand prize via a random drawing. The finalist prize package includes race tickets, infield access, pre-race tour of pit row, air travel and hotel accommodations.
The grand-prize winner will also be presented with a trophy in Gatorade Victory Lane, have access to the infield, a luxury suite and the Crown Royal RV as well as a pre-race tour of Pit Row. The contest is handled in house.
For each submission, Crown Royal, a Diageo brand, will make a donation to Recording Artists, Actors & Athletes Against Drunk Driving up to $50,000.
“The Crown Royal ‘Your Name Here 400’ consumer program offers a truly unique experience never before awarded in professional sports,” Lorenz said. “For the first time ever, a consumer has the opportunity to leave an indelible mark on the sports world as a direct result of winning a promotion.”
Race dates have not yet been released.
Last month, Crown Royal reached a multi-year, entitlement agreement for the annual spring NASCAR Nextel Cup Series race at Richmond International Raceway, beginning with last weekend’s event. Crown Royal is also a sponsor of the No. 26 Roush Racing Ford Fusion team driven by Jamie McMurray and is the title sponsor of the Crown Royal International Race of Champions series and other racing events and drivers.
