Heluva Good! Sour Cream Dips 400 set for June 13

BROOKLYN, Mich. (Dec. 17, 2009) -- Michigan International Speedway continues to be a proven marketing platform for businesses that want to expand their consumer presence.

The Brooklyn, Mich., racetrack has partnered with Heluva Good! to host the Heluva Good! Sour Cream Dips 400 NASCAR Sprint Cup Series event on Sunday, June 13.

Heluva Good! will also become the Official Dip and Cheese at MIS and will receive display and signage opportunities at the track.

These elements give the company exposure not only to MIS' loyal race fans through billboards and sampling opportunities in the New Holland Fan Plaza during race weekends, but also gives the company exposure to a family of partners through those ever-important business-to-business opportunities, MIS Director of Corporate Partnerships Josh Burgett said.

"The Heluva Good! brand aligns well with MIS and NASCAR racing," Burgett said. "Their customers, like ours, enjoy having fun with friends and family at a big-time sporting event. Our core fan base and a huge market of fans throughout the Midwest and Canada makes this partnership a perfect business match."

Under the agreement, Heluva Good! will also return as the title sponsor for August Sprint Cup Series race at Watkins Glen International in Watkins Glen, N.Y. The historic road course is owned by MIS' parent company, International Speedway Corporation in Daytona Beach, Fla.

"Heluva Good! is excited to serve as the title sponsor of the NASCAR Sprint Cup Race at Michigan International Speedway, and we are proud to return as the title sponsor of the 'Heluva Good! Sour Cream Dips at The Glen' in our birthplace, Upstate New York," said Chris Ross, Vice President of Marketing at Heluva Good!. "The Heluva Good! brand is built on bold flavors and personality, which complement the characteristics of NASCAR's passionate fans."

-credit: mis