Pizza chain Domino’s made history last week when it signed a deal with NASCAR that signified its first major sports sponsorship and the first official pizza of the New York City-based stock-car racing league. Ann Arbor, MI-based Domino’s, which has has 4,800 U.S. locations, will reportedly support the deal with an estimated minimum of $30 million in media, promotions and rights fees and marketing over the next five years. Sponsorship activation plans include pizza box-top coupons, cross-promotions and premiums. First up is a photo or trading card of driver Michael Waltrip on pizza boxes. Domino’s first TV ad with Waltrip, via J. Walter Thompson, New York City, with Waltrip premieres this week. The chain purchased TV packages with Fox and NBC and will also run print and radio spots. The GEM Group handles for Domino’s.
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