Daytona International Speedway today announced a multi-year partnership extension with The Kroger Co. (NYSE: KR), one of the world’s largest retailers. As part of the partnership, Kroger will serve as the presenting sponsor of DAYTONA 500 Qualifying Day and conduct in-store consumer activation programs across multiple grocery store locations to promote the DAYTONA 500.
The partnership enables Kroger to be associated with the historic 2016 DAYTONA 500, the first to be held at the Speedway’s new motorsports stadium (as part of the DAYTONA Rising project). Financial terms of the agreement were not disclosed.
“We are thrilled to extend our partnership with International Speedway Corporation across America to our customers, our stores and our divisions,” said Mel Bomprezzi, Vice President of Grocery, Natural Foods & Multi-Cultural for The Kroger Co. “Our DAYTONA 500 program now features over 100 marquee brands storewide and continues to grow.”
Kroger will also receive brand exposure opportunities via sponsor signage and promotional display space at the Speedway during DAYTONA 500 Qualifying Day as well as corporate hospitality opportunities for entertaining guests during Speedweeks.
“We’re thrilled to continue our partnership with Kroger,” said Daytona International Speedway President Joie Chitwood III. “The 2016 DAYTONA 500 will be special and we look forward to working with Kroger to help us promote this historic race as well as future events.”
In addition to Daytona International Speedway, Kroger will receive signage opportunities at the following International Speedway Corporation venues during NASCAR Sprint Cup Series events:
- Homestead-Miami SpeedwaySM
- Darlington Raceway®
- Talladega Superspeedway®
- Richmond International Raceway®
- Martinsville Speedway®
- Watkins Glen International®
- Chicagoland Speedway®
- Michigan International Speedway®
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