Wednesday, April 21, 1999
Ford hitches up with Ky. Speedway
BY JOHN ECKBERG
The Cincinnati Enquirer
The Ford Motor Co. has taken home a winner's cup and checkered flag from the $152 million Kentucky Speedway.
The deal, signed with the Tri-State Quality Ford Dealers, means Ford will supply pace cars, sedans, sport utility vehicles and trucks to personnel at the facility under construction about 35 miles southwest of Cincinnati.
Ford will be designated the official vehicle manufacturer for the raceway, expected to open in June 2000.
It is a critical sponsorship, which gives area Ford dealers prime billboard space at the track, as well as signage in the spectator, concourse and garage areas, said Mark Cassis, vice president of Kentucky Speedway.
Jerry Carroll, co-owner and chairman of the Kentucky Speedway Corp., said the automaker's commitment is a natural fit and should translate into increased Ford sales in the region, particularly after the track opens.
“People who go to motorsport races are automobile and truck fans,” Mr. Carroll said. “Ford believes that we're going to have a super speedway and a great race track.”
While the terms of the vehicle deal were not announced, Mr. Carroll said, the structure of the package takes into account the willingness of Ford to commit before the track, its grandstand and schedule of events have taken shape.
It is the second corporate sponsorship for the track. In March, uniform supplier Cintas Corp. was named official uniform supplier for track personnel and in the racing apparel shop planned at the complex.
While the Ford deal immediately provides trucks and cars for the track, it also sends a signal that sponsorships to be the official provider of motor oil, food, soft drinks, beer, photo film, even banking and tele communications services, are on the block.
Six other corporate partnership agreements are in final stages of negotiation. “And we have no events yet. Companies are jumping on the bandwagon,” Mr. Cassis said.
“The motor sports fan remembers advertising at motor sports venues higher than any at other sport: Major League Baseball, NFL, NHL, tennis,” Mr. Cassis said. “They remember companies that bring racing to them.”
The three-year partnership will lead to shared newspaper, radio and television advertising and will bring events tied to races to area Ford dealerships. The Tri-State Quality Ford Dealers is a group of 28 dealers in Indiana, Ohio and Kentucky that collectively advertise Ford products.
“We plan to make Kentucky Speedway an extension of our Ford dealerships,” said Robert Nolan, president of John Nolan Ford and chairman of Tri-State Quality Ford Dealers.
Plans call for the 1.5-mile track off Ky. 35 to have three banked oval turns beneath 65,000 grandstand seats. The facility is expected to expand to 180,000 grandstand seats, perhaps as early as 2002, with 120 luxury boxes on the 1,000-acre site.
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