Three Sponsors Sign X for Discovery


Discovery Channel has inked AutoZone Inc., Doctor’s Associates Inc.’s Subway and Yellow Book USA Inc. as sponsors for its upcoming series Driver X: Race for the Ride, a reality show in which drivers will compete to become a member of Roush Racing’s team for the National Association for Stock Car Auto Racing Craftsman Truck Series.

As part of the sponsorship, AutoZone, Subway and Yellow Book are strategically integrated into the series, receiving logos on the race trucks, drivers’ uniforms and race-team transporters featured in the series, slated to debut Oct. 31.

The sponsorships, terms of which were not disclosed, also encompass commercials, on-air billboards and tagged tune-in spots, according to Discovery officials.