Heluva Good! Sour Cream Dips 400 set for June 13

BROOKLYN, Dec. 17, 2009: Michigan International Speedway continues to be a proven marketing platform for businesses that want to expand their consumer presence.

The Brooklyn, Mich., racetrack has partnered with Heluva Good! to host the Heluva Good! Sour Cream Dips 400 NASCAR Sprint Cup Series event on Sunday, June 13.

Heluva Good! will also become the Official Dip and Cheese at MIS and will receive display and signage opportunities at the track.

These elements give the company exposure not only to MIS’ loyal race fans through billboards and sampling opportunities in the New Holland Fan Plaza during race weekends, but also gives the company exposure to a family of partners through those ever-important business-to-business opportunities, MIS Director of Corporate Partnerships Josh Burgett said.

“The Heluva Good! brand aligns well with MIS and NASCAR racing,” Burgett said. “Their customers, like ours, enjoy having fun with friends and family at a big-time sporting event. Our core fan base and a huge market of fans throughout the Midwest and Canada makes this partnership a perfect business match.”

Under the agreement, Heluva Good! will also return as the title sponsor for August Sprint Cup Series race at Watkins Glen International in Watkins Glen, N.Y. The historic road course is owned by MIS’ parent company, International Speedway Corporation in Daytona Beach, Fla.

“Heluva Good! is excited to serve as the title sponsor of the NASCAR Sprint Cup Race at Michigan International Speedway, and we are proud to return as the title sponsor of the ‘Heluva Good! Sour Cream Dips at The Glen’ in our birthplace, Upstate New York,” said Chris Ross, Vice President of Marketing at Heluva Good!. “The Heluva Good! brand is built on bold flavors and personality, which complement the characteristics of NASCAR’s passionate fans.”

About Heluva Good!®

Heluva Good!® brand real sour cream dips, cheeses and condiments have held a reputation for quality and taste for more than 75 years. The Heluva Good! name has been as much a promise as a brand name and dates back to 1925, when Perry Messinger, Heluva Good!’s founder, began making wedges of homemade washed curd cheese in a basement in Sodus, NY. One day a traveling salesman stopped in and sampled a wedge. Upon tasting it, he declared, “That's a hell of a good cheese.” At that moment, Messinger knew he had something very special. Today, Heluva Good! is part of the HP Hood LLC family of brands. You can now find Heluva Good! products in dairy cases throughout the Eastern, Midwest and Southern United States and all of Canada. Visit www.HeluvaGood.com for more information.

About Michigan International Speedway

Nestled in the lush Irish Hills of Southeastern Michigan, Michigan International Speedway is the Great Escape, a venerable NASCAR national park where fans can get away and enjoy the very best in racing and camaraderie. It’s the love of racing and the thrill of a great time for race fans and drivers alike.

Race fans who missed out on renewing tickets can leave a $30 goodwill deposit and ensure the best, guaranteed lowest prices in 2010. Deposits will be accepted through Jan. 5 only. After that, ticket prices will likely increase as demand goes up. Customers can log onto www.MISpeedway.com or call 800-354-1010 to leave a deposit.

Michigan International Speedway - 2010 Schedule

Friday, June 11 ARCA Racing Series presented by RE/MAX and Menards Racing for Wildlife 200

Saturday, June 12 NASCAR Camping World Truck Series

Sunday, June 13 NASCAR Sprint Cup Series Heluva Good! Sour Cream Dips 400

Friday, Aug. 13 Gatorade Pole Day

Saturday, Aug. 14 NASCAR Nationwide CARFAX 250 Series

Sunday, Aug. 15 NASCAR Sprint Cup CARFAX 400 Series