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Room for more sponsors at Hall of Fame

NASCAR Hall of Fame Opens in Charlotte
When customers enter the $200 million NASCAR Hall of Fame for the first time this week, they'll find the sparkling showplace surprisingly free of sponsor clutter.

That's not by design. The three-story, 150,000-square-foot facility, which opens Tuesday in downtown Charlotte, has finalized four sponsorships with Lowe's, Mars (M&M's), Food Lion and the NASCAR Performance Group.

NASCAR will be showcasing many of its aftermarket partners, including 3M, Goodyear, Mobil 1, O'Reilly Auto Parts and others. Those companies will be on display when the Hall of Fame opens, and their deals range from $200,000 to $700,000 annually and go from three to five years in length.

NASCAR receives a 10 percent cut on sponsorship sales and between 7.5 percent and 10 percent on other revenue from admissions, retail sales and tours.

Five other sponsorship deals are in the works and are expected to close soon, although the identity of the new sponsors has not been disclosed by the Hall and those companies are not yet on display.

The nine deals in total represent $4 million in sponsorship revenue, which will be used to pay back $20 million in loans from its banking partners in Charlotte, Bank of America and Wells Fargo (formerly Wachovia), over the next 10 years. Interest will accrue over time. Overall construction costs are covered by an arrangement with the city that includes loans from the banks, hotel/motel taxes and private funds.

“It's never been our objective to have X amount sold by the time we opened or a certain date,” said Winston Kelley, the Hall of Fame's executive director. “We've never said that. This is definitely more of a marathon than a sprint.”

The facility's inventory, which includes Heritage Speedway, High Octane Theater, Glory Road, the Great Hall and the iRacing simulator, sure to be one of the most visited attractions within the facility, has been on the market for more than two years.

The recession has hampered sales efforts, said Zak Brown, CEO of Just Marketing International, the Indianapolis-based sales agent for the Hall.




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Hall of Fame opening inside
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates in victory lane after winning during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
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Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, talks with the media following the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Mike Ehrmann/NASCAR via Getty Images)
Ryan Newman, driver of the #31 Caterpillar Chevrolet SS finished in 5th position and Kasey Kahne, driver of the #5 Farmer`s Insurance Chevrolet SS finished in 12th position Sunday, October 19, 2014 in the final Contender 12 NASCAR Sprint Cup race at Talladega Superspeedway in Talladega, Alabama. Newman, who was in the Chase, advances to the Eliminator 8 phase of the Chase which begins next week at Martinsville Speedway in Ridgeway, Virginia. Kahne, who was also in the Chase, did not advance. (Photo by Alan Marler/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS finished in 26th position and Austin Dillon, driver of the #3 Dow Chevrolet SS finished in 13th position Sunday, October 19, 2014 in the final Contender 12 NASCAR Sprint Cup race at Talladega Superspeedway in Talladega, Alabama. Gordon, who was in the Chase, advances to the Eliminator 8 phase of the Chase which begins next week at Martinsville Speedway in Ridgeway, Virginia. (Photo by Alan Marler/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS finished in 9th position Sunday, October 19, 2014 in the final Contender 12 NASCAR Sprint Cup race at Talladega Superspeedway in Talladega, Alabama. Harvick, who was in the Chase, advances to the Eliminator 8 phase of the Chase which begins next week at Martinsville Speedway in Ridgeway, Virginia. (Photo by Harold Hinson/HHP for Chevy Racing)
Aric Almirola, driver of the #43 Smithfield Ford, and Kyle Busch, driver of the #18 M&M`s Halloween Toyota, are involved in an on track incident during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Matt Sullivan/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell Pennzoil Ford, and Jamie McMurray, driver of the #1 Cessna Chevrolet, spin out into the grass during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jared C. Tilton/NASCAR via Getty Images)
The crew of Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates after winning the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jerry Markland/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jerry Markland/NASCAR via Getty Images)
Crew members work on the Kyle Busch, driver of the #18 M&M`s Halloween Toyota, in the garage area during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, leads the field near the end of the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama.  (Photo Credit: Jared C. Tilton/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, races Ryan Newman, driver of the #31 Caterpillar Chevrolet, during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates with an American flag after winning during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates with a burnout after winning the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama.  (Photo Credit: Jared C. Tilton/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, and Dale Earnhardt Jr., driver of the #88 Diet Mountain Dew Chevrolet, lead a pack of cars during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Sean Gardner/NASCAR via Getty Images)
Terry Labonte. (Photo Credit: John Harrelson/Getty Images for NASCAR)

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