Dollar General, AAA and Jim Beam Bourbon all signed deals last week to sponsor NASCAR racing teams for the upcoming season.
Goodlettsville, TN-based deep discounter Dollar General signed on to sponsor Randy LaJoie’s No. 34 car in the Busch Series, which is owned by Frank Cicci racing with NFL Hall of Fame quarterback Jim Kelly.
It is the first major sports sponsorship for the retailer, and offers exposure of the Dollar General brand to millions of race fans. The car will be co-sponsored by a number of Dollar General’s vendor partners, including Polaroid Alkaline Batteries, Clorox, Unilever, and Gillette.
Jim Beam has teamed up with Robby Gordon Motorsports to sponsor the No. 7 Chevrolet for the NASCAR NEXTEL Cup Series. Jim Beam will be the primary sponsor for an undetermined number of races, including the Daytona 500 on Feb. 20, and serve as an associate sponsor for additional races throughout the season.
AAA will be the primary sponsor of Roush Racing Group’s NASCAR NEXTEL Cup No. 99 Ford for three races, and an associate sponsor of the car for the remainder of the season. The Ford is driven by Carl Edwards.
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