NASCAR's Truck Series will continue to be sponsored by Camping World for an additional seven years, taking the arrangement though to 2022, it was announced on Monday.
The new deal ensures that Camping World will own exclusive rights as title sponsor for a total of 14-consecutive years, equalling the longest entitlement sponsorship in the history of the Trucks series which is currently marking its 20th season.
“The NASCAR Camping World Truck Series has one of the most consistent and durable audiences in all of sports, averaging approximately 800,000 or more television viewers per event over the past six years,” said Steve Phelps, NASCAR's chief marketing officer. “Camping World's seven-year continued commitment to our sport demonstrates its confidence in our on-track product and strength of our brand loyal fan base.”
“Camping World and NASCAR are mutually invested in the growth of a national series that is celebrated for its exciting brand of racing and the most loyal fan base in the country,” said Marcus Lemonis, Chairman and CEO of Camping World and its sister chain, RV retailers Good Sam Enterprises.
Since originally becoming series entitlement sponsor in 2009, Camping World has expanded its number of outdoors goods retail store by 35 per cent, resulting in the company eclipsing $3 billion in annual revenue.
“Six years ago we felt strongly that the sponsorship would dramatically increase our customer base and it's delivered," Lemonis acknowledged. "We expect to see continued success in the coming years.”
According to market research, the partnership between NASCAR and Camping World/Good Sam is a good fit for both groups, with Truck Series fans shown to be outdoors enthusiasts who are 40 per cent more likely than non-fans to go camping. When it comes to camping gear, NASCAR fans are at least 50 per cent more likely than non-fans to have tents, lanterns, and other camping equipment.
The NASCAR Camping World Truck Series will make its return to Kansas Speedway with the running of the SFP 250 on May 9, the third event of the 22-race 2014 season calendar.
NASCAR recently signed a contract extension with Sprint to keep the telecoms company's current sponsorship of the top-level Cup championship in place until the end of 2016, and is seeking a replacement sponsor for the second-tier series after the decision by Nationwide Insurance to end its entitlement deal at the end of the current year. Nationwide will instead move its money towards sponsoring the #88 Hendrick Motorsport Sprint Cup car driven by Dale Earnhardt Jr., it was announced on Friday.
“Dale Jr. has a positive impact on our brand's reputation and brings pride to Nationwide members and our associates,” said Matt Jauchius, chief marketing officer for Nationwide Insurance, said in a news release. “Expanding that relationship to incorporate the prestigious operations at Hendrick Motorsports and collaborating with Rick Hendrick and his team is a great fit for Nationwide Insurance."