Delaware NASCAR venue finds race sponsorship

NASCAR’s second visit of the year to Dover International Speedway is just over a month away – but it took until this week to secure a title sponsor for that race weekend’s main event, the 400 mile Sunday Sprint Cup series race.

NASCAR’s second visit of the year to Dover International Speedway is just over a month away – but it took until this week to secure a title sponsor for that race weekend’s main event, the 400 mile Sunday Sprint Cup series race.

AAA Mid-Atlantic has signed on to sponsor that race, now the “AAA 400”, allowing track officials to breathe a sigh of relief.  “This is great news.” said Dover International Speedway’s Director of Public Relations, Gary Camp.  “Sponsorship, obviously, in this economy is a little bit more difficult this year and last year than its been in the past, but there’s still tons of value in sponsoring these events.”

It’s the second time this year Dover International Speedway has gone down to the wire to find a Sprint Cup series sponsor. The May 31st Sprint Cup race in Dover lacked sponsorship until May 7th when Heluva Good! Sour Cream Dips and Cheese reached an agreement fill the title slot.

Unlike the deal with Heluva Good!, the contract with AAA Mid-Atlantic is long term.  It runs six years, giving Dover’s fall Sprint Cup race, part of the annual 10 race championship chase, a title sponsor through 2015. “That fact that its a six year deal is also huge and great for both of us.  It’s really something we can build on.” Camp said.  “In this day and age, it’s sort of unheard of to have a sponsor that’s that committed.”

And that commitment is critical to Dover Motorsports as it fights for sponsorship dollars with bigger competitors.  Dover Motorsports owns four tracks, but only Dover International Speedway hosts NASCAR’s Sprint Cup races.  “They say that we’re an “independent” track.  We’re not part  SMI (Speedway Motorsports Inc.)  and ISC (International Speedway Corp.), which are the two groups that own a large majority of the tracks where the Sprint Cup races are held.  It’s something we’ve been working through as long as we’ve been around.” according to Camp.

Right now, next spring’s Sprint Cup series race in Dover is unsponsored, but Camp is optimistic Heluva Good! remains an option. “We have an open relationship with them.  That contract is still in the works for renewal, but the had a great experience when they were here.  I think we overdelivered on the return on their investment for sponsorship here.  So, it’s looking positive for them definitely returning in a big role in 2010.

NASCAR is expected to finalize it 2010 Sprint Cup schedule in the next few weeks.

Dover International Speedway’s September 2009 race weekend is September 24th to 27th.  For more information on events that weekend,  visit the Dover International Speedway website.