Hot Wheels Becomes an Official Corporate Sponsors of Daytona 500

10 February 1999

Hot Wheels(R) Racing Partners with the International Speedway Corporation Hot Wheels One of the Official Corporate Sponsors of the DAYTONA 500
    EL SEGUNDO, Calif., Feb. 10 -- Mattel, Inc. today
announced that it has signed an exclusive marketing and licensing partnership
agreement with the International Speedway Corporation (ISC).  Mattel's Hot
Wheels(R) brand, exclusively, will manufacture and market DAYTONA 500(R) and
Daytona International Speedway racetrack sets and die-cast vehicles.  As a
preferred premium partner, Hot Wheels has preferential rights to consumer and
retail trade programs utilizing ISC trademarks.  Hot Wheels will also become
the exclusive licensee in all channels of retail distribution on die-casts
carrying the ISC family of solo trademarks.
    To kick-off the 1999 NASCAR(R) season, Hot Wheels Racing will be an
"Official Corporate Sponsor of the DAYTONA 500," motorsports' most
prestigious race, scheduled for February 14, 1999.  It will launch the first-
ever Hot Wheels Racing Experience -- the ultimate in interactive Hot Wheels
Racing family-friendly adventures.
    The Hot Wheels Racing Experience is a huge 110-square-foot dome-shaped
tent that will be erected near "merchandise alley" at the Daytona
International Speedway(R). The Hot Wheels Racing Experience will not only
provide non-stop excitement for the entire family, but also showcase all of
the power, speed and performance of Hot Wheels cars.  The dome-shaped tent
will include interactive play stations with Hot Wheels CD-ROM games; a Hot
Wheels Racing trackset for die-cast vehicle racing action; prize giveaways
such as tickets to races and shopping sprees; vintage Hot Wheels collection
displays, and the official #44 Hot Wheels Pontiac Grand(R) Prix(TM) racing
show car for all aspiring racecar drivers to have their photograph taken by
    "Hot Wheels knows kids and the Hot Wheels Racing Experience is a great way
to bring families into the sport," said Matt Bousquette, executive vice
president and general manager of Mattel's Boys' Toys.
    Also launching the 1999 NASCAR(R) season will be a national consumer
promotion, "Hot Wheels Heat(TM) '99," that will include a gift with purchase.
Each consumer who purchases a 1/64th die-cast vehicle can send away for a
limited edition DAYTONA 500 1/64th scale car.
    Hot Wheels Racing is also teaming up with Kmart, also a sponsor of the
DAYTONA 500, to give away Hot Wheels/DAYTONA 500 limited edition cards with
secret prizes that can be revealed at retail, including a grand prize of a
$500 shopping spree at Kmart.  NASCAR(R) fans spotted with Hot Wheels
Racing gear or Hot Wheels Racing vehicles in-hand will receive coupons to
redeem a Hot Wheels/DAYTONA 500 card.  Other giveaways for Hot Wheels Racing
fans sporting the Hot Wheels Racing logo will include limited edition CDs, Hot
Wheels cars and Kyle Petty autographed photos.  "Hot Wheels Heat(TM)'99" and
the family-friendly Hot Wheels Racing Experience will be traveling to other
NASCAR(R) events, including Talladega, Super Speedway and Darlington raceway,
with similar retail promotions surrounding these races.
    "We're proud to be teaming up with the ISC to bring the Hot Wheels Racing
Experience to some of the most prestigious racetracks in the world," said
    "We are thrilled to work with Mattel on this exciting project," said Greg
Sullivan, ISC vice president, marketing.  "Our relationship with the Hot
Wheels brand will continue to develop ISC's unique marketing strategy.  We
look forward to a mutually beneficial relationship."
    International Speedway Corporation is a motor sports entertainment company
which owns premier racetracks throughout the country, including Daytona
International Speedway(R), Talladega Superspeedway(R), Darlington Raceway(R),
Watkins Glen International(R) and Phoenix International Raceway(R).
    It also owns DAYTONA USA, an interactive motorsports attraction located at
Daytona Beach.
    Mattel, Inc., with $4.8 billion in annual revenues, is a worldwide leader
in the design, manufacture and marketing of children's products.  With
headquarters in El Segundo, California, Mattel has offices and facilities in
36 countries and markets its products in more than 150 nations throughout the

    HOT WHEELS and associated trademarks are owned by Mattel, Inc.
registered trademarks of ISC, and used under license from Daytona Properties.
    NASCAR(R) is a registered trademark of the National Association for Stock
Car Auto Racing, Inc.

Home | Buyers Guides For Every Auto Make | New Car Buyers Guide | Used Car Super Search | Total New Car Costs | 2016-1993 Car Reviews Truck Reviews
1996-2016 Automotive News | TACH-TV | Media Library | Discount Auto Parts

Copyright © 1996-2016 The Auto Channel. Contact Information, Credits, and Terms of Use. These following titles and media identification are Trademarks owned by The Auto Channel, LLC and have been in continuous use since 1987 : The Auto Channel, Auto Channel and TACH all have been in continuous use world wide since 1987, in Print, TV, Radio, Home Video, Newsletters, On-line, and other interactive media; all rights are reserved and infringement will be acted upon with force.

Privacy Statement | Size Does Matter | Media Kit | XML SITE MAP | Affiliates

Send your questions, comments, and suggestions to

Submit Company releases or Product News stories to
Place copy in body of email, NO attachments please.

To report errors and other problems with this page, please use this form.

Link to this page: