- Kraft Foods extends partnership with NASCAR, Stewart-Haas Racing
- BC, Goody's get package updates
- P&G highlights new Head & Shoulders with Old Spice in MLB campaign
- Novo Nordisk launches Race with Insulin contest with Charlie Kimball as spokesman
- Prestige Brands signs Dale Earnhardt Jr. to rep Goody's headache powders
CINCINNATI Procter & Gamble’s Old Spice brand has teamed up with drag racing’s Funny Car team John Force Racing with rookie Funny Car driver Mike Neff behind the wheel of the new Old Spice Ford Mustang in the 2008 NHRA Powerade Drag Racing Series.
The 320-mile-an-hour Old Spice Ford Mustang made its debut in Pomona during the 48th annual Carquest Auto Parts Winternationals at Auto Club Raceway in February. In addition to Neff’s car, Old Spice also will appear on the Ford Mustangs of John Force, Ashley Force and Robert Hight.
“I’m a big fan of Old Spice, and we’re excited to partner with a brand that brings such a strong commitment to our team and the world of racing,” stated Force. “With Old Spice as our newest sponsor, we hope together we will enjoy the sweet smell of success this racing season.”
A long-time supporter of motor sports, Old Spice has sponsored NASCAR champion Tony Stewart’s Nationwide Series team for the past eight seasons. Since 1999, Stewart has waved an Old Spice towel in NASCAR victor lanes more than 40 times. After the celebration, Stewart signs and turns over each Victory Towel to Old Spice to be auctioned off on eBay, with proceeds going to the Tony Stewart Foundation.
Based on the success of the Victory Towel Auctions with Tony Stewart, Old Spice is also working with John Force Racing to auction off victory towels when Neff and his team members win the 2008 NHRA Powerade Drag Racing Series.