Effort: Army Racing Team
Agency: Publicis Groupe's Relay Sports & Event Marketing, Chicago
Twist: Revving up its presence in motorsports, the U.S. Army is entering Nascar next year with its "Army of One" car, No. 01, driven by Jerry Nadeau. The sponsorship includes Mr. Nadeau's participation at various fan events and marketing rights at tracks nationwide to provide recruitment information. The effort builds on the Army's sponsorship of Tony "The Sarge" Schumacher in the National Hot Rod Association's top fuel dragster series, which began in 2000.
Vital statistics: The U.S. Army's car, operated by MB2 Racing, Atlanta, makes its debut in February at Nascar's Daytona 500 events. In 2003 the car will be a primary sponsor at 27 Winston Cup races and an associate sponsor in nine races. The Army will continue its "Yes" program at NHRA events, providing military information to high school students who visit tracks before scheduled races.