Amid Talk Of Sale, Other Changes, Nascar Truck Series Gets New Title Sponsor
By Barry Janoff
May 8, 2018: Nascar, in the midst of major changes, subtractions and additions, today unveiled an overhaul that will have a significant impact on one of its primary events.
Nascar and Camping World said they have have expanded their agreement, anchored by a move that rebrands the Nascar Camping World Truck Series to the Nascar Gander Outdoors Truck Series, beginning with the 2019 season.
The change is one of several that come as Reuters has reported that Nascar owners the France family are “exploring options that include the sale of a majority stake.”
Ownership is working with investment bank Goldman Sachs Group to “identify a potential deal for the company (but) the deliberations are at exploratory stage and no agreement of any kind is certain," per Reuters.
The company was founded by Bill France Sr. in 1948.
Camping World, headquartered in Bowling Green, Ky., became title sponsor for the Truck Series in 2009, replacing Craftsman (which had held title sponsorship from 1995).
In 2014, Nascar and Camping World signed a seven-year agreement to continue the partnership through 2022.
St.Paul, Minn.-based Gander Outdoors, formerly known as Gander Mountain, was purchased and rebranded by Marcus Lemonis, chairman for Camping World, in May 2017.
The new agreement provides official Nascar status and naming rights to Gander Outdoors, with the remaining years of the Truck Series deal remaining intact.
Earlier this year, Gander Outdoors signed title sponsorship for two races at Pocono Raceway; the Gander Outdoors 150, part of the Nascar Camping World Truck Series (July 28) and the Gander Outdoors 400 Monster Energy Nascar Cup Series race (July 29).
In addition, as part of the pact, Camping World partner brands Overton’s and The House Outdoor Gear will receive official Nascar status.
The agreement includes rights to activate across all retail locations nationwide.
“Gander Outdoors’ customer base has an affinity to the outdoor lifestyle and will transition seamlessly as the title sponsor of our national series in 2019,” Steve Phelps, Nascar COO, said in a statement.
“The Nascar Camping World Truck Series has a consistent and dedicated fan base that will embrace the Gander Outdoors brand. This expanded agreement demonstrates our partners’ confidence in the on-track product and the power of our brand loyal fan base.”
Nascar last month extended its alliance with Monster Energy for title sponsorship for the Monster Energy Nascar Cup Series through 2019.
In March, Pittsburgh, PA-based PNC Bank replaced in the category Bank of America, which had been the racing circuit’s official partner since 2007; and Anheuser-Busch brand Busch was named as Nascar's official beer sponsor, replacing Coors Light, which had held the category since 2008.
Nascar this month acquired the Automobile Racing Club of America in a move intended to help build the sport and support the next generation of drivers.
“Gander Outdoors’ customer base has an affinity to the outdoor lifestyle and will transition seamlessly as the title sponsor of our national series."
Camping World today reported 2018 Q1 finances, including a total revenue increase of 20.4% to a first quarter record of $1.1 billion; and total same store sales increase 3.9% to a Q1 record of $838.6 million.
Camping World last year signed a multi-year deal with MLB.
In addition, Camping World Stadium in Orlando is home to college football’s Citrus Bowl, Camping World Bowl and Florida Classic.
According to Lemonis, “Nearly a decade ago we felt strongly our entitlement sponsorship would dramatically increase Camping World’s customer base. And it’s delivered.
“We expect the passionate fans of Nascar will embrace Gander Outdoors the same way they supported Camping World and we couldn’t be more excited about the future of the series.”
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