Nascar outfit Richard Childress Racing (RCR) have added Kraft-owned Velveeta Shells & Cheese to their commercial roster.
The macaroni and cheese product’s logo will adorn the hood of RCR driver Ryan Newman’s number 33 Chevrolet SS when it serves as primary sponsor for select races, beginning with the 18th June race at Michigan International Speedway. It will remain as an associate sponsor of the team for the remainder of the 2017 season.
RCR fans will have the chance to enter the “liquid gold championship experience” that will give them the opportunity to win mini replicas of Newman’s race helmet and race-worn fire suits from his pit crew.
“Our loyal fans are heavily engaged with brands throughout our sport, and the Velveeta Shells & Cheese brand is a perfect fit for those millions of Nascar fans,” said Ben Schlosser, chief marketing officer for RCR. “American families enjoy the convenience and tastiness of Velveeta Shells & Cheese every day of the week.”
Elsewhere in Nascar, Ryan Sieg Racing (RSS racing) have added Hess Ornamental Iron as their primary sponsor for the second-tier Nascar Xfinity Series race at Pocono on 10th June. The deal is likely to be worth up to US$250,000, based on comparable deals in the series.
They have also added KMB Plumbing as an associate sponsor for the 100-lap race.
"We are really excited to welcome some new sponsors this weekend in Pocono,” said Ryan Sieg, RSS Racing driver. “I think we have had like 25 different sponsors in just 12 races. Most of them have been new to Nascar so it's cool to see new people get involved and help grow our race team. Pocono is a fun track but also a tricky one. Getting the car to drive in turn 3 is the key to that whole place.”