Sears, Roebuck & Co. next year will increase backing of motorsports sponsorships for its Craftsman and Diehard brands with an integrated marketing program and additional financial support, the company said Thursday. The new effort, with incremental spending, will focus on the NASCAR Craftsman Truck Series, the NASCAR Winston Cup Series, CART and NHRA. Instead of handling the efforts through brand managers, Sears will place responsibility for the events in its Sears Event Marketing Group, which handles Sears national sponsorships such as the Women's National Basketball Association, Ringling Bros. and Barnum and Bailey Circus, and the Sears Collegiate Champions program. Ogilvy & Mather, Chicago, handles the two automotive brands.
Copyright October 1998, Crain Communications Inc.