ÿþ <html> <head> <TITLE>Brad Keselowski Brings Value-Added Attitude to Sponsor</TITLE> <META HTTP-EQUIV="Pragma" CONTENT="no-cache"> <META HTTP-EQUIV="Content-Type" CONTENT="text/html; charset=iso-8859-1"> <META http-EQUIV=refresh content="7200"> <META NAME="description" CONTENT="NASCAR, Tickets, 2010 Sprint Cup schedule, Danica Patrick, Dale Earnhardt Jr., Juan Pablo Montoya, Tony Stewart, Jeff Gordon, Jimmie Johnson, Kasey Kahne, Joey Logano"> <META NAME="keywords" CONTENT="NASCAR, Tickets, 2010 Sprint Cup schedule, Dale Earnhardt Jr., Tony Stewart, Jeff Gordon, Michael Waltrip, Scanner, Auto Racing, Car, Speed, Next Race Info, Insider, Headline News, Rumors, RaceCars, Stock Car, Speedway, Raceway, Racetrack, Car of Tomorrow, Joey Logano, Kasey Kahne, Jimmie Johnson, Brian France, Toyota, Kevin Harvick, Juan Pablo Montoya"> <META NAME="author" CONTENT="Insider Racing News, Ron Felix"> <META NAME="copyright" content="January 2000"> <style> h1 { text-align: LEFT; font-size: 17pt; color: #FFEBCD; font-family: Times New Roman; text-decoration: font-weight: bold; margin-top: 0; margin-bottom: 0 } h2 { font-size: 14pt; color: #FFFF00; font-family: Times New Roman; text-decoration: none; font-weight: bold; margin-top: 0; margin-bottom: 0 } h3 { font-size: 12pt; color: #FFEBCD; font-family: Times New Roman; text-decoration: none; font-weight: bold; margin-top: 0; margin-bottom: 0 } </style> <style> .nd { text-decoration: none; } a:hover { color:#ff0000; text-decoration: underline; } </style> <!--Image Preloaded --> <script language="JavaScript">var image1 = new Image();image1.src = "/image_path/image_name.gif";var image2 = new Image();image2.src = "/image_path/image2_name.gif";</script> <!--End Image Preload --> </head> <BODY BGCOLOR="#000000" MARGINWIDTH=0 MARGINHEIGHT=0 TOPMARGIN=0 LEFTMARGIN=0 TEXT="#ffffff" LINK="cccccc" VLINK="#cccccc"> <TABLE bgColor="660000" border=0 cellPadding=0 cellSpacing=0 Height="3" width="98%" ALIGN="center"> <TR> <TD> <img src="http://Insiderracingnews.com/Image/Trans-Pixel.gif" width="1" height="4" border=0> <center> <img src="http://Insiderracingnews.com/Images/Misc/BlueBar.jpg" Width="100%" Height="3" valign="top"> </center> </TD> </TR> </TABLE> <TABLE bgColor="660000" border=0 cellPadding=0 cellSpacing=0 width="98%" ALIGN="center"> <TR> <TD> <center> <b><font color="ffffff">Sprint Cup Headline News, Commentary and Race Coverage</font></b> </center> <img src="http://Insiderracingnews.com/Images/Misc/BlueBar.jpg" Width="100%" Height="3" valign="bottom"> <TABLE background="http://Insiderracingnews.com/Images/Misc/BGBlackline.gif" border=1 bordercolor=red cellPadding=5 cellSpacing=0 width="98%" ALIGN="center"> <div> <tr> <td width="98%"> <center> <img src="http://insiderracingnews.com/Images/Misc/Ford7.jpg" width="100" height="62" Border="0"> <!-- LOGO --> <a href="http://insiderracingnews.com/" target="new"> <img src="http://Insiderracingnews.com/Images/Logos/2007/IRNLogo.jpg" Width="475" Height="60"></a> <!-- End LOGO ---> <img src="http://insiderracingnews.com/Images/Misc/Ford5.jpg" width="100" height="62" Border="0"> </center> </TD> </TR> </TABLE> <TABLE bgColor="660000" border=0 cellPadding=5 cellSpacing=0 Height="3" width="98%" ALIGN="center"> <TR> <TD> </TD> </TR> </TABLE> </TD> </TR> </TABLE> <!-- THE MAIN SIDE TABLE --> <TABLE BORDER="0" CELLPADDING="1" CELLSPACING="7" WIDTH="98%"> <!-- SIDE CELL ###################################################--> <TR> <TD WIDTH="22%" BGCOLOR="#660000" VALIGN="top"> <!-- ############ Start Time Display ######### --> <b><font color="ffffff" size="-1"> <p align="center"> <!--Place this script anywhere in a page. 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The company sponsored Chip Ganassi Racing and driver Reed Sorenson for three years, then moved to Roush-Fenway Racing and driver David Ragan for the next three seasons. <P> This year, the company moved its sponsorship to Penske Racing and driver Brad Keselowski - although the motive behind that decision is unclear. The new partnership has proven to be an excellent fit for both parties, according to the Discount Tire representatives I spoke with this week. <P> <TABLE bgColor="FFFFFF" border=1 cellPadding=5 cellSpacing=0 width="220" ALIGN="left"> <TR> <TD> <center> <img src="http://insiderracingnews.com/Images/Temp/2010/RG1.jpg" Width="200" Height="314" align="center"><BR> <center><img src="http://Insiderracingnews.com/Image/Trans-Pixel.gif" width="1" height="3" border=0></center> <font color="000000" size="-2">Photo Rebecca Gladden</font> <TABLE bgColor="660000" border=0 cellPadding=0 cellSpacing=0 width="200" ALIGN="center"> <TR> <TD> <center><B><font color="FFFFFF" size="-2">A Discount Tire firesuit display in the lobby of the company's corporate headquarters</font></B></center> </TD> </TR> </TABLE> </center> </TD> </TR> </TABLE> <P> I visited the company's spacious worldwide headquarters in Scottsdale, Arizona, Tuesday and met Paul Sharp, Assistant Advertising Manager, and Mark Thurman, Sales and Marketing Senior Analyst. I was given a tour of the facility and a chance to learn more about their NASCAR program. The building is located just 1-1/2 miles from the Penske Racing Museum in North Scottsdale. <P> "We've been very happy with Brad's enthusiasm and the way he interacts with our employees and customers," Sharp told me. "We enjoyed working with David Ragan and Reed Sorenson, too, but Brad's outgoing personality really fits our company well." <P> A case in point was the recent filming of a TV commercial for Discount Tire which pokes fun at Keselowski's ongoing rivalry, particularly in the Nationwide Series, with driver Denny Hamlin. Thurman said that Brad was extremely comfortable in front of the camera and even suggested ways to improve his participation. <P> <TABLE bgColor="FFFFFF" border=1 cellPadding=5 cellSpacing=0 width="220" ALIGN="left"> <TR> <TD> <center> <img src="http://insiderracingnews.com/Images/Temp/2010/RG2.jpg" Width="200" Height="316" align="center"><BR> <center><img src="http://Insiderracingnews.com/Image/Trans-Pixel.gif" width="1" height="3" border=0></center> <font color="000000" size="-2">Photo Rebecca Gladden</font> <TABLE bgColor="660000" border=0 cellPadding=0 cellSpacing=0 width="200" ALIGN="center"> <TR> <TD> <center><B><font color="FFFFFF" size="-2">Trophies won by Discount Tire sponsored drivers sit atop a race-used Goodyear</font></B></center> </TD> </TR> </TABLE> </center> </TD> </TR> </TABLE> <P> Although the commercial will not air for another week, I am able to bring you a sneak peek at the humorous storyline. Keselowski is in a Discount Tire store where an employee, conveniently named Denny, is approached by a customer. Brad bumps Denny out of the way and tells him, "I've got this one." Watch for the ad to begin airing around March 29th. <P> The Discount Tire managers I met with told me that, while NASCAR sponsorship offers marketing advantages in terms of brand identity and recognition and other ROI perks, one of the biggest benefits is the sense of teambuilding and camaraderie that comes with backing a particular driver -- especially one as competitive and driven as Keselowski. "It provides a sense of team spirit and that's really why we do it," Sharp said. "Sponsoring a driver is as much about doing something for the employees as it is about selling tires." <P> As a Discount-Tire-sponsored driver, Keselowski's responsibilities include appearing at multiple corporate events throughout the year such as employee luncheons, awards banquets and other meet-and-greet functions, where he interacts with workers, poses for photos, signs autographs, and generally makes them feel like part of the No. 22 team. Sharp and Thurman both said that Brad excels at such appearances and that the company as a whole has embraced his go-getter attitude. <P> <TABLE bgColor="FFFFFF" border=1 cellPadding=5 cellSpacing=0 width="220" ALIGN="left"> <TR> <TD> <center> <img src="http://insiderracingnews.com/Images/Temp/2010/RG3.jpg" Width="200" Height="150" align="center"><BR> <center><img src="http://Insiderracingnews.com/Image/Trans-Pixel.gif" width="1" height="3" border=0></center> <font color="000000" size="-2">Photo Rebecca Gladden</font> <TABLE bgColor="660000" border=0 cellPadding=0 cellSpacing=0 width="200" ALIGN="center"> <TR> <TD> <center><B><font color="FFFFFF" size="-2">A close-up of the shredded tire, signed by former Discount Tire Nationwide Series driver Reed Sorenson</font></B></center> </TD> </TR> </TABLE> </center> </TD> </TR> </TABLE> <P> Discount Tire's sponsorship of the No. 22 Penske Dodge in the NASCAR Nationwide Series is a multiyear contract, with the company serving as primary sponsor in at least 26 NNS races this year, along with associate sponsorships on Penske's Cup cars driven by Keselowski and teammate Kurt Busch. When the collaboration was first announced late last year, Keselowski noted that the company was founded in Michigan, which is his home state. "Like me, Discount Tire was born in Michigan, and that definitely adds special meaning for this new relationship," he said. <P> In his four Nationwide starts this year, Brad has two straight pole starts, three top-five finishes, and currently ranks second in points. He is running the full Nationwide Series schedule and gunning for his first NASCAR championship. <P> Coming in two weeks: My one-on-one interview with Brad Keselowski <BR> <BR> <P> Follow Rebecca on Twitter: <a href="http://twitter.com/nscrwriter" target="new"><font color="000099">@nscrwriter</font></a> <P> <BR> <TABLE bgColor="FFFFFF" border=0 cellPadding=5 cellSpacing=0 width="57" ALIGN="left"> <TR> <TD> <center> <img src="http://insiderracingnews.com/Images/Misc/2007/AnimatedMailBox.gif" Width="47" Height="134" align="center"> </center> </TD> </TR> </TABLE> <P> <BR> <BR> <B><i>You can contact Rebecca at..<a href="mailto:NscrWriter@aol.com"><font color="000099"> Insider Racing News</FONT></a></i></B> <BR> <BR> <BR> <BR> <img src="http://insiderracingnews.com/Images/Misc/RedPointer2.gif" Width="18" Height="12"> <a class="nd" href="http://insiderracingnews.com/Writers/RG/redirect.html"><b><font color="ff0000" size="+1"><I>You Can Read Other Articles By Rebecca</I></font></b></a> <BR> <BR> <p style="border:1px solid #FF0000;padding:5px;font:11px verdana;"> The thoughts and ideas expressed by this writer or any other writer on Insider Racing News, are not necessarily the views of the staff and/or management of IRN.</p> </font> </TD> </TR> </TABLE> </center> <P> <!-- BEGIN INLIVE CODE -- Inlive need of AddFreestats button code! 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