A second spirits company has signed as a NASCAR sponsor after the car racing series lifted its decades-long ban on such partnerships.
The Jack Daniel’s Distillery has entered into an agreement with Richard Childress Racing (RCR) as the primary sponsor of the No. 07 Chevrolet Monte Carlo, driven by Dave Blaney, for the 2005 NASCAR NEXTEL Cup Series.
NASCAR last month lifted its ban on spirits sponsors and Diageo’s Crown Royal brand quickly signed to sponsor Roush Racing’s No. 97, driven by 2004 NEXTEL NASCAR Cup champ Kurt Busch.
“Putting together two iconic brands like Jack Daniel’s and RCR opens up a wealth of opportunities and we couldn’t be more excited for our consumers, fans and everyone who loves this sport,” said Mike Keyes, senior VP of Brown-Forman Beverages and global general manger for Jack Daniel’s in a statement.
Keyes noted that the company’s marketing, advertising and public relations campaigns have always been grounded in promoting responsible drinking and that that would continue with the RCR sponsorship.
The No. 07 Jack Daniel’s Chevrolet will make its debut Feb. 20 at Daytona International Speedway.
In other NASCAR news, Jackson Hewitt Tax Service Inc. signed a sponsorship agreement to be the official tax service of NASCAR as well as endorsement deals with NASCAR NEXTEL Cup drivers Greg Biffle, Michael Waltrip and Kasey Kahne.
Jackson Hewitt will also run a promotion that allows consumers to redeem a coupon for $10 off tax preparation services and receive free NASCAR gear.
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