Lifetime 'Wraps' NASCAR Deal To Support Return Of 'Army Wives'

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After wrapping the car, Lifetime Television next weekend will take the wraps off a multi-pronged sponsorship supporting the fourth-season premiere of its top series Army Wives.

The women's-targeted programmer steered a deal with NASCAR and JR Motorsports, terms of which were not disclosed, for on-car branding and talent appearances during next Saturday's race in Nashville, to drive awareness for the return of the series on April 11 at 10 p.m. As part of the partnership, JR Motorsports' No. 7 car, driven by Scott Wimmer, will be completely wrapped with Army Wives branding during the NASCAR Nationwide Series' Nashville 300 race, televised by ESPN on April 3 at 3:30 p.m. (ET).

Lifetime also will bring the "Army Wives Experience" to NASCAR's Fan Zone at the Nashville Superspeedway, where series' stars Brigid Brannagh and Wendy Davis will join Wimmer and fellow JR Motorsports driver Kelly Bires for an autograph session with attendees. The network will also drop the flag on the "Army Wives Race of a Lifetime Sweepstakes" on myLifetime.com, where visitors can enter to win an all-expenses paid trip for four to a future NASCAR event this summer; a meet-and-greet with a JR Motorsports driver or executive; and a ride in the race's official pace car, plus an exclusive tour of the speedway's pit, garage and hauler areas.

Lifetime parked the partnership because many NASCAR supporters have a strong affinity for the series, which follows the lives of men and women living on army post, set in South Carolina, an area where stock car racing has many fans.

"This promotion uniquely ties Lifetime in with NASCAR and JR Motorsports, reflects auto racing's long-time support of the armed forces and strategically reaches the Army Wives audience," said Alex Ignon, vice president of media and consumer promotions for Lifetime Networks. "Through the NASCAR and JR Motorsports sponsorship, we will be able to capitalize on one of America's most popular sports to effectively market Army Wives and inform its fans about the new season in an immersive, exciting and targeted way."

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