Charter Communications Inc. was set to make its National Association for Stock Car Auto Racing debut over the weekend in two separate races.
The MSO is the primary sponsor of Greg Biffle's No. 60 Ford Taurus, which was scheduled to run in the Busch Series Hershey's Kisses 300 on Saturday.
Charter is also a secondary sponsor of Biffle's No. 16 car, which was set to start Sunday's Daytona 500 in the pole position for the most high-profile event on the Nextel Cup Series circuit.
Charter spokesman Dave Mack said the MSO also plans to launch a mobile marketing campaign during the next month, which will follow the race circuit. It will feature an 80-foot trailer containing a replica of Biffle's car, as well as demonstrations of the advanced broadband services Charter offers to its subscribers.
Charter senior vice president of communications David Andersen said the sponsorship was triggered in part by the alignment of Charter's cable systems and the sites for Busch Series races.
“Fully half of the 34 races will be held in markets where Charter holds the local cable franchise and several others are in close proximity to Charter markets. The sponsorship provides a unique platform for us,” Andersen said.