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NASCAR WCUP: NASCAR Winston Cup Sponsorship Produces Desired Results

12 April 2000

Posted By Terry Callahan
Motorsports Editor, The Auto Channel

DALLAS-- The reason so many of America's biggest companies have become sponsors of NASCAR Winston Cup teams is the ability of Winston Cup racing to reach a wide and diverse audience - as proven by increased race attendance figures and television ratings. One of the benefits of having a 190-mph moving billboard is beginning to pay off for MichaelHoligan.com.

Since the No. 25 MichaelHoligan.com Chevrolet Monte Carlo debuted in the 2000 Daytona 500, Internet traffic to the MichaelHoligan.com web site has increased significantly. The site is the primary source of information about the company and its NASCAR racing program with Hendrick Motorsports and driver Jerry Nadeau. To date, the weekly visitor count has more than doubled since before the 2000 NASCAR Winston Cup season began Feb. 20.

"This is what we hoped for when we decided to go into NASCAR instead of traditional advertising mediums," said Michael Holigan, President of MichaelHoligan.com.

Holigan also expressed his satisfaction with the level of cooperation and professionalism he's experienced since becoming the primary sponsor of the No. 25 Monte Carlo.

"Everyone in the sport has gone above and beyond to find ways to build our business," said Holigan. "(Team owners) Rick and John Hendrick constantly ask how they can help. (NASCAR Senior VP and COO) Mike Helton has had meetings with us to see what NASCAR can do to help, and General Motors has asked what they can do.

"Everyone in NASCAR works to improve your business," Holigan added. "It's not like buying traditional advertising where you are really out on your own."

Text provided by Bob Margolis

Editors Note: To view hundreds of hot racing photos and art, visit The Racing Photo Museum and the Visions of Speed Art Gallery.