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NASCAR ads recognize Black History Month

Picture: A television ad features children from
the Urban Youth Racing School

Staff writer
Published February 06, 2006 : Page 04

Reprinted courtesy of SportsBusinessJournal

In recognition of Black History Month, NASCAR plans to launch a national television spot today that will pay homage to previous and current African-American NASCAR drivers.

The 30-second spot, titled “NASCAR Celebrates Black History Month,” will begin airing on Speed today and will continue appearing throughout February, including on TNT’s coverage of the Bud Shootout, NBC’s coverage of the Daytona 500 and Fox’s coverage of the Auto Club 500 at California Speedway.

Roger VanDerSnick, NASCAR’s vice president of marketing, said the spot, which marks the first time the sport has celebrated Black History Month with an ad campaign, is an extension of its “Get In” diversity campaign that aired last summer.

“This is about extending that strategy, about NASCAR being open to all,” VanDerSnick said. “Everybody that has an interest in racing, and in NASCAR, is invited to attend.”

The TV spot uses the tag line “Saluting our past, present and future.” It features children from the Urban Youth Racing School honoring African-American NASCAR pioneers such as Wendell Scott, Randy Bethea and Sam Belnavis as well as current NASCAR driver Bill Lester. The racing school is a Philadelphia-based nonprofit organization that gives inner-city youths the chance to learn about and participate in motorsports.

In addition to the television spot, NASCAR has produced special print and radio ads that complement the sport’s diversity initiatives.

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