New Nascar Promotion Aims Recruitment at Teenage Track Fans

By Published on .

The deal enables the Army to better aim recruitment efforts at teenage race track fans. The Army already sponsors the 'Army of One' dragster, above, in National Hot Rod Association events.

SCOTTSDALE, Ariz. (AdAge.com) -- 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.

Handled by Publicis Groupe's Relay Sports & Event Marketing, Chicago, the sponsorship includes Mr. Nadeau's participation at various fan events and marketing rights at tracks nationwide to provide recruitment information.

National Hot Rod sponsorship
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.

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.

High school students
The Army will continue its "Yes" program at NHRA events, providing military information to high school students who visit tracks before scheduled races.

Most Popular
In this article: