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."