Office Depot, Seeing Success, Ups Stake in NASCAR Sponsorship

Office Depot has upped the ante on its sponsorship of NASCAR Nextel Cup driver Carl Edward's No. 99 Ford starting in the 2006 season.

Carl Edwards

In January, the office supply retailer announced it would be the "Official Office Products Partner of NASCAR" and in February, Office Depot signed on as an associate sponsor of Edwards and his racing team, Rousch Racing, for 17 out of the total 39 races. But in a new deal struck after Office Depot saw success with the sponsorship, the company becomes the primary sponsor of the car in a multi-year agreement. Financial terms were not disclosed.

"We've only been in the sport a few months, but we have already seen our relationships with Carl Edwards, Roush Racing and NASCAR drive sales for Office Depot and raise our brand awareness in markets where we have conducted promotional activities and events," said Delray beach, FL-based Office Depot Chief Merchandising/Marketing Officer Chuck Rubin, in a statement.

Since ending its relationship with the United States Olympic Committee to jump into NASCAR, Office Depot has activated its sponsorship with sweepstakes targeting small business owners, its core customer. The national February promotion received more than 100,000 entries, and was open to small business owners who wanted a chance to be named the Official Small Business of NASCAR and have its name and logo on Edwards's racecar for one race. Six regional sweeps began in June.