NASCAR: What's Behind The Aaron's 312?

18 July 1999

    ATLANTA -- Aaron's Rental Purchase, a division of Atlanta-based Aaron Rents, 
announced today that it has purchased the title sponsorship of Atlanta Motor 
Speedway's March 11 Busch series stock car race. Nationally televised on ESPN, 
the race will consist of 312 miles and be named The Aaron's 312.  Previously, 
the race was sponsored by Yellow Freight System.

    According to Atlanta Motor Speedway Director of Marketing and Promotions,
Jack Heilig, the 312 mile race will be the first of its kind.  "We were
intrigued by Aaron's concept of 312 miles.  Twelve additional miles is
different, outside the box thinking and opens a lot of fascinating
possibilities regarding the outcome.  Those twelve extra miles will be
terrifically suspenseful and entertaining.  We expect a record turnout on race
day and a huge television audience."

    The announcement marks the beginning of a 3-year partnership between
Aaron's Rental Purchase and the Atlanta Motor Speedway.  The Aaron's 312 race
is sure to have unique and unprecedented entertainment value.  Drivers and
teams must consider the impact twelve additional miles will have on issues
such as gasoline, tire wear, driver fatigue and pit stops.  Race strategy
takes on new implications, as well.

    The 312 mile race is the brainstorm of Aaron's Rental Purchase president,
Ken Butler.  "The idea for a 312 mile race is a result of combining our
commitment to the Atlanta Motor Speedway for 3 years with our core customer
message:  You own your merchandise in just 12 months."

    "This will be a thinking man's race," says Heilig, "Imagine leading after
the customary 300 miles, but losing the race because you ran out of gas.
Really, anything can happen."

    

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