Industry News | January 22, 2009

Burger King Markets to NASCAR Fans

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Burger King Corp. (NYSE:BKC) announced today that the company has signed a multi-year sponsorship agreement with Tony Stewart and Stewart-Haas Racing.

As part of the sponsorship agreement, BKC has two primary paint schemes on the No. 14 Sprint Cup car, which will be featured at the July 4 NASCAR Sprint Cup Series race at Daytona (Florida) International Speedway and the Sept. 27 race at Dover (Delaware) International Speedway. The company also has a personal services agreement with Stewart that includes appearances in commercials, restaurant promotions, and at BKC-sponsored events.

“I’m extremely happy to welcome Burger King Corp. to the team and really proud to be associated with such a great brand,” says Tony Stewart.

BKC will leverage the sponsorship both on and off the track through comprehensive national marketing programs and promotions.

“This sponsorship with Tony provides the perfect scenario to get back into NASCAR” says Russ Klein, president, global marketing, strategy and innovation. “We’ve long understood the power of NASCAR and its millions of fans and are looking forward to an exciting season.”

BKC also will be the exclusive quick-service restaurant sponsor of Eldora Speedway in 2009, giving the company the chance to speak to fans on a grassroots level.