| Daily Times Leader
2 Brothers: In the driver's seat
By: CLAIRE STONE
Submitted photo The new NASCAR-sponsored 2
Brothers sauce.
Daily Times Leader
After being on the market for a little over
a year, 2 Brothers Original Barbeque Sauce was
recently officially licensed by NASCAR.
"Partnering with NASCAR is a monumental
event for 2 Brothers," Mike Reilly of 2
Brothers stated. "This will allow us a
venue in which to expose our product to at least
75 million brand-loyal NASCAR fans throughout
the country. NASCAR is the nation's fastest
growing spectator sport and 2 Brothers is thrilled
to be a part of it."
Consumers who are restocking their fridge with
2 Brothers Sauce will now find a more souped
up bottle awaiting them on the grocery store
shelf. "Each year, NASCAR fans purchase
more than $2 billion in NASCAR licensed merchandise,"
Andrew Giangola of NASCAR public relations explained.
"NASCAR fans are three times more likely
to purchase products that are associated with
NASCAR versus those that don't have the NASCAR
bar logo on them, so being a licensee is a very
powerful marketing tool for (a company),"
he added. "You could even say that with
the NASCAR logo on the bottle, (2 Brothers)
sauce tastes that much better."
Richard Bodmer is Motorsports Accounts Manager
at The Sporting News, the oldest sports publication
in the nation. He stated, "NASCAR only
licenses major companies of whom they are confident
will be successful. NASCAR has that confidence
in 2 Brothers, which is a great thing since
NASCAR fans are so in tune with quality products."
On Wednesday, NASCAR made sports business
history when it officially opened its new licensing
office in Bentonville, Ark. The ribbon-cutting
ceremony took place in front of NASCAR's new
2,000 square-foot facility located at 900-B
South Walton Blvd. NASCAR becomes the first
sports property to open an office in Bentonville,
as the country's fastest growing sport looks
to provide a link between NASCAR's licensees
and Wal-Mart, the world's largest retailer whose
corporate headquarters is located in Bentonville.
Vice-President of NASCAR Licensing Mark Dyer
stated at Wednesday's ribbon-cutting. "This
office will work closely with Wal-Mart and other
mass retailers and will benefit both corporate
partners and licensees as the sport of NASCAR
touches nearly every department at Wal-Mart
in some way."
Reilly concluded, "With the help of this
new NASCAR's office, we hope to put 2 Brothers
Original Barbeque Sauce in retailers across
the country."
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