Dollar General ups support of Nascars Kenseth

The Joe Gibbs Racing Nascar Sprint Cup team has expanded its deal with retailer Dollar General for the 2014 season, following driver Matt Kenseth's impressive run this season.

Kenseth finished second in the championship and, as a result, Dollar General has agreed to sponsor him at 27 races next year, up from the 17 primary sponsorships it held in 2013.

The best estimates suggest the deal may be worth northwards of US$13 million, although that remains unconfirmed.

“We are excited to build on our successful partnership with Joe Gibbs Racing and sponsor more races with Matt next year,” said Rick Dreiling, Dollar General's chairman and chief executive.

“Nascar is a key to connecting with our customers, many of whom are loyal race fans. We look forward to a continued partnership with JGR to further our business.

Dollar General ups Nascar commitment"Having the talent and passion in a driver like Matt and the way he represents our brand is a dream come true. The excitement and professionalism he brings to the sport is exceptional.”

Dollar General's 2014 sponsorship will begin at Nascar's flagship event, the season-opening Daytona 500 in February.

“We’re very excited about our expanded partnership with Dollar General,” said team owner Joe Gibbs.

“Dollar General is a fantastic partner, and it’s great to see how well the company uses the motorsports platform to support its branding and marketing efforts.”

source: SportsPro


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