Start Your Engines: Bowling Meets Racing at the 400 at Pocono Raceway

 Two of America’s great pastimes came together with the first-ever 400, a two year sponsorship program that renamed the August NASCAR Sprint Cup Series ace after the great sport of bowling.  Pocono Raceway and Strike Ten Entertainment, the sponsorship activation arm of the bowling industry, rolled out the groundbreaking, multi-faceted partnership deal, bringing together two of the nation’s favorite sports brands: NASCAR and, the official brand of bowling.

With comedian Dane Cook serving as Grand Marshal, fans also had a chance to see the most famed car in NASCAR featuring the branding – the No. 43 Ford Fusion, made famous by legendary driver Richard Petty.  The freshly rebranded car was now operating with as the primary sponsor via a partnership with Richard Petty Motorsports (RPM) and Strike Ten Entertainment.  The car, driven by Aric Almirola, completed the 400 in the 20th position. 

“This groundbreaking partnership joins two great American pastimes while leveraging the power of NASCAR to introduce the brand to millions of new consumers and to further elevate the profile of our great sport,” said Frank DeSocio, president of Strike Ten Entertainment.  “We’re also so proud to associate the brand with Pocono Raceway and Richard Petty Motorsports, two iconic American brands that share our values of fun, family and sportsmanship.”

In addition to the renaming of the race as the 400 and the introduction of the No. 43 Ford Fusion, Pocono Raceway and Strike Ten Entertainment deployed an integrated sponsorship campaign that extended across multiple platforms that included traditional marketing, digital and social media as well as event activations. The program also included the 400 “Stop Your Thirst & Start The Race” Sweepstakes, which provided grand prize winner Justin Small of Rock Hill, South Carolina with an opportunity to be ‘Honorary Race Starter’ and wave the green flag that started the 400-mile race. The contest was conducted across approximately 2,100 participating bowling centers nationwide with Small receiving round-trip airfare, hotel accommodations and VIP tickets to the race.

“There’s no brand more powerful than bowling and we’re absolutely thrilled to bring the 400 to Pocono Raceway and align two sports that are Americana at its best,” said Brandon Igdalsky, Pocono Raceway President and CEO. “This is also a very exciting partnership for our raceway, for our staff and for me on a personal level as bowling is an activity that I regularly enjoy with my wife and my daughters.”

The partnership program also included a series of bowling league promotional contests and in-center marketing elements, as well as other initiatives that were rolled out across thousands of participating bowling centers. is the website to visit to learn more about the 2,100+ bowling centers around the country.  Fans can learn about their local bowling centers, promotional offers, bowling tips and more. PR