DirecTV Inc. said Tuesday that it has signed a corporate-sponsorship agreement with the National Association for Stock Car Auto Racing.
The direct-broadcast satellite provider will have exclusive rights among subscription-television distributors to use the NASCAR brand in marketing and advertising promotions through early 2010.
DirecTV said NASCAR will be integrated into many of its marketing campaigns, including national promotions, and many of the campaigns will focus on its new “DirecTV Plus” digital-video recorder.
The company added that it will sponsor a NASCAR Nextel Cup Series race team and driver during the 2006 season, and it has the rights to use NASCAR marks and tag lines to promote its NASCAR sponsorships on receiving equipment, service vehicles and installer uniforms.
“Up and down pit road, NASCAR teams are using DirecTV in their pit boxes,” NASCAR vice president of corporate marketing Steve Phelps said in a prepared statement. “What works on the race track resonates with our fans. As leaders in the world of entertainment and sports, NASCAR and DirecTV will collaborate to enhance our fans' viewing experience and create marketing programs raising awareness of a sport on the move.”