ServiceMaster Clean inks track sponsorship deal
By Official Release
January 15, 2009
09:01 AM EST
MEMPHIS, Tenn. -- ServiceMaster Clean announced Wednesday that it has signed a partnership agreement to be the first official sponsor of the caution period during races at International Speedway Corporation and Speedway Motorsports Incorporated race tracks. When there is a problem on the track, the ServiceMaster Clean Yellow Flag will wave, and the company's familiar yellow trucks will be dispatched to clean the track.
In racing, a yellow flag means cleaning. Restoration must be done quickly and professionally in order to get back to racing. In homes and businesses, a yellow ServiceMaster Clean van means cleaning and restoration is being done quickly and professionally by America's No. 1 cleaning team.
"The idea of a racing sponsorship has been one that has generated a lot of excitement within our franchise network," said Jim Wassell, chief marketing officer of ServiceMaster Clean. "Fan loyalty to partners and sponsors is immeasurable, and we recognize that they historically support and invest in companies that share their passion for the sport of racing."
Wassell also noted NASCAR has made strides in conservation and consumption and is in the process of leading an industry-wide initiative to address the environment. The plan is to include a substantial group of environmental experts and motorsports industry constituents to ensure that all perspectives are taken into consideration. In turn, ServiceMaster Clean's forward-thinking approach to "green" responsibility lends additional credibility to the relationship.
ServiceMaster Clean will have official and exclusive sponsorship of the Yellow Flag -- now to be known as ServiceMaster Clean Caution periods -- at all 19 ISC and SMI race tracks. These race tracks feature 31 Sprint Cup, 24 Nationwide and 17 Camping World Truck series races. In fact, there will hardly be a race for the next five years where ServiceMaster Clean does not have a large presence. All cleaning and drying vehicles and equipment will feature the ServiceMaster Clean logo and colors, and the clean-up teams will wear bright yellow ServiceMaster Clean jumpsuits.
The multi-year agreement is not limited to what happens on the track, but also includes national coverage on MRN and PRN, hospitality events for franchise owners, the right to create and sell promotional merchandise and a host of other marketing opportunities designed to generate consistent visibility.
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