Randy Moss

Randy Moss on NASCAR Race Team Sponsorship

Issue:
NFL player Randy Moss sought an innovative way to promote his new juice company while reaching a previously untapped demographic.

Solution:
In August 2006, Agency Athlete was able to develop a unique sponsorship opportunity by merging two of the most popular sports in the nation. We leveraged our extensive connections in the NASCAR community to secure the first-ever NASCAR Sprint Cup Series car/driver sponsorship that included an NFL player’s likeness within the paint scheme. We provided Randy Moss with prime exposure at one of the leading NASCAR races of the year at the Brickyard in Indianapolis. Normally a primary sponsorship on a Sprint Car for an individual race can cost around $250K. Fortunately for our client, we were able to secure this particular sponsorship for a discounted rate of $50K. In addition, Agency Athlete leveraged contacts in local and national media to generate positive coverage for Randy and his company.

Agency Athlete solicited, secured and managed the sponsorship and marketing process that included a custom lime green IntaJuice paint scheme with Randy Moss’ image on the car. It was Moss’ first experience in business with NASCAR. After the success of this sponsorship, Randy decided to start his own race team.

Take-away:
Agency Athlete was able to demonstrate its ability to work with top-tier athletes and sports organizations while securing a creative, cost-effective sponsorship opportunity that leveraged star power. Agency Athlete was the catalyst for a historic deal that resulted in the first-ever NASCAR Sprint Car sponsorship by an NFL player. The deal turned out to be a win-win for all parties.

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