Veteran reporter Michael Smith of The Sports Business Journal published a Monday story about the Craftsman brand coming back into NASCAR.
Here is an excerpt:
Sears Craftsman has struck a deal to title sponsor ESPN’s “Tech Garage,” providing the tool brand with an on-air presence in the network’s NASCAR broadcasts before, during and after the race. The seven-figure, multiplatform sponsorship will go across ESPN’s Nationwide Series and Sprint Cup broadcasts, “SportsCenter,” print, radio and online.
ESPN will use the “Craftsman Tech Garage” as a segment to explain technological aspects of racing.
To read the entire story, click here.
It is nice to hear that Craftsman is returning to NASCAR, although there was no mention of SPEED being included in the Craftsman media buys for 2009. For many years, Craftsman was closely identified with SPEED through the Truck Series.
ESPN has now confirmed that Craftsman will be replacing DISH Network as the sponsor of Tim Brewer and his at-track location will now be known as the Craftsman Tech Garage. Thanks for ESPN for taking the time to confirm this item.
Update: Click here for the ESPN media release on the details of the Craftsman deal.
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