Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: TUESDAY, February 1, 1994 TAG: 9402010070
SECTION: SPORTS PAGE: B-3 EDITION: METRO
SOURCE: BY KNIGHT-RIDDER/TRIBUNE
DATELINE: CHICAGO LENGTH: Medium
On Friday, the company announced its Craftsman tools would be the primary sponsor of an Indy car owned by the Derrick Walker Racing Team and driven by Mark Smith, who made his debut on the Indy circuit last year. The company said its DieHard battery group would be an associate sponsor.
On Monday, Sears announced that DieHard will be a sponsor of a car managed by Richard Petty and driven by Wally Dallenbach Jr. on the NASCAR Winston Cup circuit. And Western Auto, a Sears subsidiary, is to announce the renewal of its sponsorship of Darrell Waltrip, who also drives on the Winston Cup tour.
The racing efforts are to be coordinated under an umbrella group called Sears Motorsports. The sponsorships are expected to cost Sears more than $5 million this year.
Sears said that unlike its competitors, which are trying to boost store identification, its relationship is being driven by existing brand-name recognition.
"The other retailers are really working with outlet strategies, while Craftsman and DieHard brands have powerful positions in the market," said Andy Ginger, national marketing manager for Craftsman.
Kmart is the primary sponsor of cars driven by Indy racers Mario and Michael Andretti, while Service Merchandise is the sponsor of a car driven by Willie T. Ribbs, who also is a driver for the Walker team. Penneys is the sponsor of a car driven by Lyn St. James.
A spokeswoman for Penneys on Friday said the company plans to again sponsor St. James, with her Spirit of the American Woman car, in the Indy 500.
"Consumers can relate to these people," said Chicago-based analyst Richard Nelson Jr. "Look what Michael Jordan has done for Nike."
Keywords:
AUTO RACING
by CNB