Peanuts Partnering with Nascar
Ever watched those cars go round and round and round and round in Nascar and wondered what it takes to get your logo slapped on the hood? It’s a promotional project they’ve taken on at the Georgia Peanut Commission. The Commission and its Georgia Peanuts brand have returned to Front Row Motorsports to once again partner with Todd Gilliland and the No. 38 team. I chatted with the Commission’s Executive Director Don Koehler about the undertaking…
“What we do with that sponsorship, we get the exclusive sponsorship in two races a year. So we get the Atlanta Motor Speedway, we get one of the AMS races, and then we get the Talladega Motor Speedway.”
Inquiring minds want to know. What does something like that cost and does it pencil out?
“Last year at Talladega in October, the Nielsen reports that we got showed that our car got $1.4 million in air time. And I think our total expense on that race was about $55,000, so I can tell my farmers that we get a pretty good return on investment on these kind of things.”
The Atlanta race was held in July, but you can look for the #38 plastered in peanuts this October in Talladega.