Burger King Corp. said it will broaden its involvement in professional sports by entering the NASCAR Nextel Cup Series.
Beginning this year, the Miami-based fast-food chain said it will become a primary sponsor of Michael Waltrip Racing's (MWR) No. 00 race car driven by Bill Elliott. Elements of the promotion are to include a specially designed No. 00 paint scheme, in-store activities and driver appearances.
The five races the company is to sponsor this year are at Chicagoland Speedway, July 9; New Hampshire Speedway, July 16; Indianapolis Motor Speedway, Aug. 6; California Speedway, Sept. 3; and Homestead-Miami Speedway, Nov. 9.
"Many Burger King customers are loyal NASCAR fans, and our 'have it your way' philosophy is all about serving up things our restaurant guests want," said Russ Klein, Burger King chief marketing officer. "By linking our brand with fan favorites like Michael Waltrip and Bill Elliott, not only do we feel confident that we have entered the sport with proven winners, but we'll also be showcasing two people who share our desire to give fans the experience they're looking for at every turn."
The MWR team has won multiple races in the NASCAR Busch Series. Owner Waltrip has won 11 Busch Series and five Nextel Cup Series races as a driver, including two Daytona 500s.
Waltrip was among the first owners to announce plans to work with Toyota starting in 2007, during its first foray into NASCAR Nextel Cup Series racing.
"Burger King Corp. understands the power of NASCAR Nextel Cup Series racing and its loyal fan base of more than 75 million people," he said.
Driver Bill Elliott is a two-time Daytona 500 winner. His 44 career wins rank him second in trips to victory lane among active drivers, following Jeff Gordon.
This last football season, Burger King partnered with the National Football League, including purchasing a Super Bowl advertisement.
