Bojangles' sponsoring NASCAR Sprint Cup race

 
March 16, 2012

Bojangles' has signed on to be the title sponsor of South Carolina's only NASCAR Sprint Cup Series race, the Bojangles' Southern 500 at Darlington Raceway. The race will start at 7 p.m. on May 12, in its traditional spot on Mother's Day weekend.

The sponsorship agreement allows Bojangles' to serve its staples, including Chicken Supremes, Cajun Filet Sandwich, Seasoned Fries and Legendary Iced Tea, at Darlington Raceway.

The Bojangles' menu also will be served at four other tracks owned and operated by International Speedway Corp.: Daytona International Speedway, Talladega Motor Speedway, Martinsville Raceway and Richmond International Raceway.

"Just like Bojangles' famous chicken and biscuits, NASCAR is deeply rooted in the culture of the South," said Randy Kibler, Bojangles' president and CEO. "We are honored to be sponsoring the only NASCAR Sprint Cup Series race in South Carolina, where we have been in business for more than 30 years and operate 110 of our more than 500 restaurants. And we're equally excited to be able to provide our flavorful menu items to avid race fans, many of whom are already loyal Bojangles' fans, while they're enjoying their racing experience."

Bojangles' agreement with ISC is a five-year deal with options to extend the relationship for additional years. Other terms were not disclosed.

"Everyone at Darlington Raceway is extremely excited about this new long-term partnership with Bojangles'," said Chris Browning, Raceway president. "Darlington Raceway and Bojangles' are two very recognizable Southern brands, and this relationship will be a tremendous opportunity for us to develop unique marketing programs and promotional opportunities that will benefit their customers and our race fans."

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Topics: Food & Beverage , Marketing / Branding / Promotion , Operations Management


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