Industry News | March 16, 2012
Bojangles’ Sponsors NASCAR Sprint Cup Series in S.C.
A Southern culinary staple is teaming up with the track Too Tough to Tame. Bojangles' today announced its title sponsorship of South Carolina's only NASCAR Sprint Cup Series race, the Bojangles' Southern 500 at Darlington Raceway. The race will start at 7 p.m. on Saturday, May 12, in its traditional spot on Mother's Day weekend.
Hungry race fans can also look forward to enjoying Bojangles' at the track! The sponsorship agreement allows Bojangles' to serve its Chicken Supremes, Cajun Filet Sandwich, Seasoned Fries, and Legendary Iced Tea at Darlington Raceway.
This Bojangles' menu will also be served at four other tracks owned and operated by International Speedway Corp.: Daytona International Speedway, Talladega Motor Speedway, Martinsville Raceway, and Richmond International Raceway.
"Just like Bojangles' famous chicken and biscuits, NASCAR is deeply rooted in the culture of the South," says Bojangles' President and CEO Randy Kibler.
"We are honored to be sponsoring the only NASCAR Sprint Cup Series race in South Carolina, where we have been in business for more than 30 years and operate 110 of our more than 500 restaurants. And we're equally excited to be able to provide our flavorful menu items to avid race fans, many of whom are already loyal Bojangles' fans, while they're enjoying their racing experience."
Bojangles' agreement with ISC is a five-year deal with options to extend the relationship for additional years. Other terms were not disclosed.
"Everyone at Darlington Raceway is extremely excited about this new long-term partnership with Bojangles'," says Raceway President Chris Browning. "Darlington Raceway and Bojangles' are two very recognizable Southern brands, and this relationship will be a tremendous opportunity for us to develop unique marketing programs and promotional opportunities that will benefit their customers and our race fans.
“During our negotiations it was very obvious that the team at Bojangles' recognized and respected the significance of the Southern 500. I can already see we are going to do some great things together."
Tickets are now available for the Bojangles' Southern 500 and can be purchased online at www.darlingtonraceway.com.
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