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There was a time not too long ago when sports marketing belonged to the packaged goods segment of the industry. Major brands such as Procter & Gamble and Coca-Cola were most often aligned with Super Bowl championships and NASCAR races.
Luckily for the meat industry, more fresh suppliers are warming up to the consumer loyalty and major sales paybacks that come from the multibillion-dollar sports marketing industry. Last week, Cargill’s Blackwell Angus beef brand – one of NASCAR’s first fresh beef sponsors –
celebrated a major victory when its Roush Fenway Racing team earned its first checkered flag at the Iowa Speedway.
The Cargill fresh beef brand expanded its sponsorship of Roush Fenway’s NASCAR Nationwide Series team this year with an eight-race commitment as the primary sponsor of the No. 6 driver, Ricky Stenhouse Jr., who received his first NASCAR Nationwide Series win at the Iowa Speedway after leading a total of 41 laps.
“We knew this day was coming, and we’re glad to be right along side Ricky and the pit crew when it happened,” noted Ivan Brown, Angus brand manager, Cargill. “Ricky looked really good this weekend, and we couldn’t ask for a better finish. We’re excited for what this win can do for our retail partners.”
Indeed, retailers have a new incentive to create some show-stopping sports-themed promotions this summer. NASCAR is just one of the major sports venues to consider. Hopefully, more suppliers will follow suit so that the fresh food segment can increase its piece of the coveted sports marketing pie.