Sunday’s NASCAR Sprint Cup race at Texas Motor Speedway will feature a little more Southern charm than usual. For instance, the iconic call to “Start your engines!” will come from Uncle Si Robertson of A&E’s Duck Dynasty.
Texas Motor Speedway (TMS) has signed a three-year sponsorship deal for its spring Sprint Cup race with Duck Commander, the Robertson family’s brand of best-selling duck calls and hunting gear. As many as 200,000 fans will take in the Duck Commander 500 Sunday afternoon in person, with millions more watching on television.
The speedway has gone all-in with the West Monroe, La.-based Robertson family. Want some of Uncle Si’s iced tea? Want Duck Commander barbecue sauce, salsa, and beef jerky? They’re all available at track concession stand.
The speedway debuted its Big Hoss TV, dubbed the world’s largest video screen, on March 19 with a free public showing of an episode of Duck Dynasty. About 8,000 people came to see the show on the 20,000-square-foot screen.
“This is perhaps the most unique sponsorship in professional sports, because not only does this come with special branding, it comes with celebrity spokespeople that are followed by tens of millions of people every week,” Texas Motor Speedway president Eddie Gossage said in early February at the sponsorship’s announcement. “This marriage is perfection.”
SOURCE: ANDREW BRANCH