GERMAN TECH COMPANY BUYS RACEWAY NAMING RIGHTS

California's Sears Point to Become Infineon Raceway

By Published on .

SAN FRANCISCO (AdAge.com) -- Germany-based global semiconductor manufacturer Infineon Technologies has signed a 10-year deal to be the naming sponsor of the former Sears Point Raceway, home of a number of races including the Nascar Winston Cup series.

Races renamed
The raceway, based in Sonoma, Calif., is currently undergoing an extensive renovation, which will include an on-site Infineon conference center. Two races also will be named for Infineon: The annual American LeMans Series event will be renamed the Infineon Grand Prix of Sonoma, and a world-class competitive biking event will be named the Infineon Mountain Bike Challenge.

Infineon executives estimate the deal's value, in terms of awareness, at $60 million. The company's U.S. headquarters is in San Jose, Calif.

San Francisco ad shop
Independent shop Grant, Scott & Hurley, San Francisco, handled teaser advertising for the name change.

The Infineon Speedway's original name is not related to retailer Sears, Roebuck & Co., a spokeswoman for Infineon said.

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