Office Depot has extended its NASCAR sponsorship, and is prepping for a bigger, better version of its Official Small Business of NASCAR sweeps.
The company said the deal is for more than one year, but declined further details. The retail chain first signed with NASCAR in 2005, the year its sponsorship of the U.S. Olympics Committee expired.
Office Depot uses its status as the “Official Office Products Partner of NASCAR” as the base for all its marketing, including national and local promotions, in-store events, and on-track activities including customer hospitality.
In its first year with NASCAR, Office Depot won NASCAR’s Marketer of the Year Award for a marketing slate that included a sweepstakes for small-business owners. The winner was named the Official Small Business of NASCAR, and got its name and logo on Office Depot’s car, No. 99.
Office Depot repeated the sweeps last year, and this year plans “some new things that will make it very exciting and even bigger than we’ve done in the past,” an Office Depot spokesperson said. The sweepstakes kicks off Feb. 18 to coincide with the Daytona 500, and runs through March. A tie-in with ESPN will bring new elements to the sweepstakes, the spokesperson said. Wunderman, New York, handles Office Depot’s marketing.
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