NASCAR Canada Inks Multi-Faceted Deal with Beyond Digital Imaging
a multi-year agreement with Beyond Digital Imaging
leading digital printing company an official partner and licensee of NASCAR in
also be involved in a number of areas in the NASCAR Canadian Tire Series in its
inaugural season. BDI will participate in the Series contingency award
program and also will be the primary sponsor of the #02 Beyond Digital Imaging
Ford Taurus, driven by Kerry Micks, for the first three races of the season.
will help increase exposure of the NASCAR brand in
Canada by creating visually
stunning promotional imagery that will be used nationally at NASCAR-related
events, race tracks and on the race cars,” said Randy Paul, Managing
Director, NASCAR Canada.
partnership with NASCAR Canada and the NASCAR Canadian Tire Series will
strengthen BDI’s exposure to the teams, spectators and related businesses while
simultaneously promoting NASCAR initiatives.
large format digital printing products and services will be used to produce
NASCAR promotional building wraps, wall murals, vehicle wraps and race car
wraps at NASCAR-related events across
Canada. BDI plans to work
with a number of race teams to provide their race car wraps. In addition,
BDI will design and manufacture NASCAR-licensed digital printing products, such
as posters and floor mats, for distribution at Canadian retail.
car wraps, which use colourful graphics to display design schemes and sponsors,
are created on a specially designed electrostatic 3M Scotch film and can be
applied and removed with ease. The wraps, which are installed by hand,
can also be mounted on top of one another, making it possible to change the
look of a race car in a matter of hours.
a strong fan base in
with 5.8 million fans, representing one out of four Canadian adults.
NASCAR is the No. 1 motorsport series on television in
Canada. TSN recorded record
ratings for its coverage of the 2006 NASCAR NEXTEL Cup Series with a national
average audience of 332,000 viewers.
shows that NASCAR fans are the most brand-conscious of all professional sports
fans. NASCAR fans are three times more likely to purchase the products of
NASCAR sponsors compared to companies not involved with the sport.*
Canada supports the continued growth of the NASCAR fan base and further extends
the popular NASCAR brand in Canada through sponsorship and licensing
opportunities, marketing initiatives, multi-platform media programs and
grassroots projects. Established in June 2004, NASCAR Canada is a joint
relationship between NASCAR and TSN, and is operated by TSN Events.
Brand Tracker Report, September 2004