Best Buy will sponsor the No. 66 Haas CNC Racing team in the 2006 NASCAR Nextel Cup Series. The Best Buy sponsorship will be branded on the No. 66 car, as well as on driver and crew uniforms, trailers and merchandising items.
Additionally the Best Buy Fun Zone Technology vehicle, a mobile unit featuring interactive technology displays, will make appearances at select races. Best Buy stores will also host driver and car appearances throughout the season.
“We know that there is a significant overlap between NASCAR fans and Best Buy customers. We think this sponsorship represents a great merger of those passions. Hopefully that connection will help build brand loyalty,” said Mike Linton, EVP and CMO of Best Buy.
Best Buy will lead all of the initiatives surrounding the racing event and is currently conducting an agency search to assist with the campaign, Linton said. The car racing season kicks off Feb. 19 with the Daytona 500 and Best Buy will sponsor a minimum of 12 races. Best Buy expects to increase its sponsorship as it reviews additional opportunities with other strategic partners. The series ends Nov. 19.
NASCAR reaches more than 750 million fans around the world.
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