Checkers Drive-In Restaurants, Inc., the Official Burger and Drive-Thru Restaurant of NASCAR, today announced that it is signing on as the primary sponsor for five high-profile NASCAR NEXTEL Cup Series races this season with the No. 10 MB2 Motorsports Chevrolet driven by Scott Riggs. This weekend’s Allstate 400 at the Brickyard kicks off the five-race sponsorship package with Rally’s® being the primary brand on the No. 10 Chevy.
“This is our first year as the Official Burger and Official Drive-Thru Restaurant of NASCAR,” says Keith Sirois, president and CEO of Checkers. “Halfway through the season, Checkers/Rally’s has already realized tremendous brand exposure on a national basis. […] We have effectively integrated our sponsorships into our local, regional and national advertising messages for both consumers and franchising prospects.”
The other four primary brand sponsored races will be:
* Sharpie 500, Bristol Motor Speedway (Aug. 27, TNT, 7 p.m.) – Checkers
* UAW-Ford 500, Talladega Superspeedway (Oct. 2, NBC, 1:30 p.m.) – Rally’s* Bass Pro Shops MBNA 500, Atlanta Motor Speedway (Oct. 30, NBC, 12 p.m.) – Checkers * Ford 400, Homestead-Miami Speedway (Nov. 20, NBC, 4 p.m.) – Checkers
“While giving our brand significant exposure during these nationally televised races, the tracks featuring our MB2 sponsorship align strategically with our core Midwestern and Southeastern market footprint,” said Richard Turer, vice president of marketing.
In addition to this primary sponsorship, Checkers/Rally’s becomes an associate sponsor of MB2’s No. 01 U.S. Army Team and driver Joe Nemechek. Checkers/Rally’s also retains promotional rights with MB2 for the 2006 NASCAR season.