On The Right Track: Alliances, Activations Earn Ford Nascar Business Award

March 4, 2011: In another sign that the U.S. automotive industry is reclaiming some of its pre-economic crisis glory, the Ford Motor Co. was awarded the 2010 Nascar Driving Business Award, driven in large part to business-to-business deals totaling $200 million in vehicle sales to Nascar partners.

The honor was presented on March 4 at the first Nascar Fuel for Business Council Meeting. The event was held in Las Vegas in conjunction with the Nationwide Series race (March 5) and the Kobalt Tools 400 Sprint Cup event (March 6), both at Las Vegas Motor Speedway.

Ford, which won its 600th Nascar event at the 2011 Daytona 500 last month, has been racing in Nascar since 1949. Since becoming part of the Nascar B2B Council in 2007, Ford has sold 20,000 vehicles to Nascar official partners, according to the car company.

"The co-marketing, promotions and B2B opportunities created through the Nascar Fuel for Business Council continue to exceed our expectations, and we are pleased and honored to be recognized for these achievements," Jamie Allison, director for Ford Racing, said in a statement."

According to Norris Scott, managing director, partnership marketing and business solutions for Nascar, “Ford Motor Co. is woven into the fabric of Nascar, and we are proud to acknowledge our long-standing partner’s tremendous business-to-business success in our sport. Ford continues to demonstrate leadership, results and is a very active member of the Fuel for Business Council. They work with all of Nascar’s official partners to sell thousands of Ford vehicles as well as create and implement fan sweepstakes and co-marketing platforms.”

Through its official partnership with Nascar, Ford initiated a number of “driving business” successes in 2010, including:

• Creating with Office Depot a network in which Ford dealerships can now purchase office supplies.
• Forming a DRIVE4COPD partnership that included COPD (chronic obstructive pulmonary disease) screening made available to more than 3,000 Ford employees and delivering DRIVE4COPD screening messages to 300,000 Ford Racing fans.
• Via a partnership with 3M, supporting two fan sweepstakes that generated more than 200,000 registrations.
• Partnered in Goodyear’s “Support Our Troops” national campaign.
• Supported Sunoco in their “decal race” sweepstakes by providing a 2011 Ford Explorer as the grand prize.
• Implemented partnerships with Bank of America, Goodyear, DuPont and Sunoco that sold more than 1,300 Ford vehicles.

"With the full support of Ford brand marketing, and our dealers, we are able to fully leverage the network of official partners in Nascar."

“The ‘driving business award’ is a testament to the hard work and dedication Tim Duerr, our motorsports marketing manager, has for the Fuel for Business Council,” said Allison. “With the full support of Ford brand marketing, and our dealers, we are able to fully leverage the network of official partners in Nascar." 

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