Checkers Drive-In Restaurants, Inc., the nation’s largest double drive-thru chain, recently announced it has extended its category-exclusive sponsorship of the Indianapolis 500 and NASCAR’s Brickyard 400 with the Indianapolis Motor Speedway (IMS) through the 2009 race season.
“In 2003 and 2004, we have enjoyed our greatest brand awareness in company history and have recorded above-industry-average comp sales results. This success is due to our training and operational initiatives, and our award- winning ad campaigns including our motor sports sponsorships,” says Keith E. Sirois, president and CEO, Checkers. “We are pleased to announce our continuing strategic partnership with the Indianapolis Motor Speedway.”
Through its IMS sponsorship over the past two years, Checkers/Rally’s has offered consumers Brickyard 400 branded combo meals, collectible cups, and exciting national sweepstakes. The company integrated the sponsorship into motor sports-themed training and incentive programs for its employees and franchisees. Checkers/Rally’s also leveraged its IMS relationship to raise more than $100,000 for Cure Autism Now. In addition, Checkers/Rally’s hosted its 2004 Annual Convention in Indianapolis during Brickyard 400 week, offering more than 500 of the company’s franchisees, employees, and vendor partners a week of convention and racing excitement.
“We are very pleased that Checkers/Rally’s has chosen to continue to be a part of the traditions that surround the Indianapolis 500 and the Brickyard 400,” says Joie Chitwood, president and COO of the Indianapolis Motor Speedway. “Checkers and Rally’s, with its brand position of double drive-thru speed, has become a part of our Speedway family, and we look forward to years of exciting racing with them.”
Checkers/Rally’s renewed agreement with IMS includes high profile signage in the Speedway, international radio exposure through the IMS Radio Network, hospitality opportunities, branded promotion and sweepstakes rights, restaurants at the track, and more.
“The Indy 500 and NASCAR’s Brickyard 400 draw a national audience, and that footprint has enabled us to develop exciting promotions that resonate with race fans across the country,” says Richard S. Turer, vice president of marketing, Checkers. “Racing is the fastest growing sport in the country, and its core brand values of speed, leadership, winning and teamwork match our brand perfectly—we’re all about making cars move fast through our drive thrus. We’re excited to continue this partnership with IMS in the years ahead.”
The multi-year sponsorship is contracted through Checkers/Rally’s National Production Fund, Inc.