Walmart, NASCAR Form Partnership
Walmart and NASCAR have embarked on a new partnership that will provide the mega-retailer’s customers who are race fans with NASCAR branded merchandise and special savings on race tickets available at Walmart.com/NASCAR for select races. The collaborative program, dubbed “Race Time,” is the largest retail promotion in NASCAR’s history and rolled out in 1,500 Walmart stores at start of the season with the 53rd running of the Daytona 500 on Feb. 20.
The partnership will eventually expand to include additional licensed merchandise and various sponsor products.
Participating Walmart locations will sell such merchandise such as T-shirts, racing flags, and tailgating food and beverages, with even more items available online. Additionally, Walmart customers/NASCAR fans can save money by buying a discount ticket package available only via the above website for select NASCAR Sprint Cup Series races. Available while supplies last, ticket packages include four race tickets, four hot dogs, four beverages and one race program for $99 -- a savings of about $100.*
Walmart will also offer NASCAR fan events at several stores in every race market throughout the season, featuring real stock race car displays, special appearances by professional drivers, and racing simulator machines.
“We know our customers are NASCAR fans, and we continue to look for ways to provide unforgettable family experiences as well as greater value in every aspect of their lives,” explained Stephen Quinn, chief marketing officer at Walmart US.
“This program will allow us to get even deeper into product development over the coming years, with Walmart helping us deliver exciting new products at affordable prices to our fans,” noted said Paul Brooks, SVP at Daytona Beach, Fla.-based NASCAR; president of NASCAR Media Group; and a board member of the NASCAR Team Properties.
The NASCAR Team Properties, which is open to any NASCAR national series race team that chooses to participate, explores merchandising opportunities in four categories: apparel, collectable die-cast, toys and trackside retail. Team Properties currently consists of 11 teams, as well as NASCAR, and represents more than 30 top drivers.
Bentonville, Ark.-based Wal-Mart Stores Inc. operates more than 8,800 stores under 59 banners in 15 countries.