May's Nascar Sprint Cup race at Kansas Speedway will be known as the SpongeBob SquarePants 400, thanks to a new sponsorship deal with Nickelodeon.
The sponsorship will help promote the new SpongeBob film, Sponge Out of Water, and is the latest tie-up between Nickelodeon and Nascar. The deal is likely to be worth in the region of US$500,000.
The entertainment brand sponsored a race at Charlotte Motor Speedway in 2004 to promote an earlier SpongeBob SquarePants movie, while last year its Teenage Mutant Ninja Turtles brand was promoted at Atlanta Motor Speedway.
“I’m excited to partner with Nickelodeon for the SpongeBob SquarePants 400 on 9th May,” said Patrick Warren, president of Kansas Speedway. “This is a great opportunity for us to engage SpongeBob fans of all ages to racing with a great partner.”
Pam Kaufman, chief marketing officer and president of consumer products for Nickelodeon Group, added: “The SpongeBob SquarePants 400 gives Nickelodeon the opportunity to expand its relationship with Nascar, while working with a best-in-class track to give fans a unique, engaging and high-quality race experience that the whole family can enjoy."
The race, which will be broadcast in the US on Fox Sports 1 in prime time, is scheduled for 9th May.