Coleman Launches Innovative NASCAR Partnership; One Million Track-Side Campers to Benefit From Products, Services
13 November 1999
Coleman Launches Innovative NASCAR Partnership; One Million Track-Side Campers to Benefit From Products, Services
MIAMI, Nov. 12 -- For more than one million of the
6.3 million fans who attend NASCAR races each year, camping out is a vital
part of the experience. Many others enjoy tailgating as part of the event's
festivities. As a new NASCAR partner, The Coleman Company, Inc., introduces a
three-year exclusive NASCAR marketing partnership for 2000 that is tailor-made
for the fans who love the sport of racing and the great outdoors.
"It's a perfect fit," said Bill Phillips, president of The Coleman
Company. "Coleman and NASCAR are well-suited for each other, and we believe
our innovative partnership will enhance the total race experience for many
NASCAR fans."
Coleman's interest in NASCAR stems from the successful results recent
NASCAR sponsors have seen through integrated marketing partnerships.
To lead Coleman's NASCAR partnership, NASCAR legend and avid outdoorsman
Richard Childress will serve as Coleman's spokesman.
As the cornerstone of this exciting NASCAR partnership, Coleman intends to
launch a NASCAR-related product line tailored to the spectating, tailgating
and camping needs of race fans. Starting in 2000, fans can expect to find co-
branded NASCAR-licensed coolers, sleeping bags, tents, outdoor furniture and
inflatable furniture at their favorite retailers, specialty stores and at
NASCAR races. Race fans will also be able to choose from several Coleman
Powermate(R) generators and a new line of deluxe full-size Coleman(R) grills.
To get even more "Out There" with the race fans, Coleman plans to launch a
campground initiative to bring special services to campers as they enjoy
NASCAR events. At several NASCAR races next year, Coleman intends to sponsor
track-side campgrounds and transform them into a destination point for all
campers attending the race. Coleman's presence at the campground will revolve
around the "Coleman Cares" unit, a touring 36-foot trailer that will feature
new product displays; provide campers with on-site Coleman product repair
services; as well as serve as a destination for special events and autograph
sessions.
Coleman's existing fleet of customized touring vehicles will follow and
support the "Coleman Cares" unit. In addition, Coleman is planning to support
this exciting NASCAR partnership with a series of major national retail
promotions.
"NASCAR has always been focused on developing opportunities that benefit
our drivers, teams and tracks, and now with our exciting promotional
partnership with The Coleman Company, the market leader in outdoor equipment,
we are directly benefiting the sport's fans as well," said Brett Yormark,
NASCAR's Managing Director of Corporate Marketing. "Camping is an integral
part of many NASCAR fans' experience at the track, and we're happy that
Coleman will now be bringing its products, recognized as the best in the
business, to our extremely loyal fans."
The Coleman Company, which will celebrate its centennial in 2001,
manufactures and distributes a wide range of outdoor products for camping and
leisure-time activities. Coleman products can be found at sporting goods
stores, mass merchants and hardware home centers across the United States,
Canada and more than 100 other countries around the world.
NASCAR's New York City-based corporate marketing team, under the direction
of Brett Yormark, is designed to direct NASCAR's national sponsorship sales
efforts and to facilitate opportunities for drivers, teams and tracks. In a
recent Street & Smith Sports Business Journal survey, representatives from
companies with sports sponsorships ranked NASCAR #1 in 18 of 20 sponsorship
categories.