NASCAR Names BDA as Official Promotional Licensee
NASCAR has named Bensussen Deutsch & Associates, Inc., a top merchandise agency specializing in sports and entertainment merchandise, as its official promotional licensee.
The work will include working with NASCAR and its sponsors to develop and execute campaign that will include branded licensed products, consumer promotion and other initiatives.
“As a league, NASCAR has built a strong reputation in the market for working hand in hand with its sponsors to identify compelling ways to engage fans beyond the racetrack,” said Blake Davidson, managing director, NASCAR, in a release. “After a rigorous evaluation process, NASCAR selected BDA because few companies have the proven track record of making programs work so effectively for such a broad array of sponsors. It was an added benefit that BDA already works directly with a majority of existing NASCAR sponsors.”
In addition to its partnership with NASCAR, BDA is also the merchandise agency for Major League Baseball.
“NASCAR represents one of the marketing world’s most coveted opportunities for major brands to connect with the nation’s largest base of passionate fans. They get it—they recognize merchandise represents one of the most effective long-term strategies to activate sponsorships,” Jay Deutsch, CEO and co-founder of BDA, said in a release. “We are eager to drive value for the 2010 season to help NASCAR sponsors connect with fans.”
BDA ranked No. 4 on the 2009 Promo 100 with 2008 U.S. net revenue of $229.3 million. The firm is also the No. 1 Promo 100 branded merchandise agency with a specialty in promotional products.
