SANFORD, Fl - February 16, 2000 - parts.com, Inc. (formerly Miracom Corporation), announced today that it has joined NASCAR Winston Cup Racing as Associate National Sponsor of the M&M'sÂ® Racing Team No. 36 Pontiac and MB2 Motorsports. This ...
SANFORD, Fl - February 16, 2000 - parts.com, Inc. (formerly Miracom Corporation), announced today that it has joined NASCAR Winston Cup Racing as Associate National Sponsor of the M&M's® Racing Team No. 36 Pontiac and MB2 Motorsports. This sponsorship broadens parts.com's national branding campaign and affords "M&M's"® Brand, the number one candy brand in the world, a racing partnership with parts.com as part of the agreement.
Parts.com, Inc. leading real time business-to-business parts exchange, in teaming with "M&M's"® Brand, joins the world's most exciting automobile racing tour, NASCAR's Winston Cup Racing. The parts.com "M&M's"® agreement included sponsorship at the recent Daytona 500. As a direct result of the agreement, "M&M's"® (http://www.m-Ms.com) becomes the first major co-branding partner in the parts.com promotion program to announce its upcoming application for listing on the NASDAQ stock market.
As an Associate National Sponsor, the parts.com logo will appear prominently on the "M&M's"® Racing Team's No. 36 Pontiac and on the uniforms of the driver and pit crew. This will help position the parts.com exchange as the leading provider of online business-to-business and consumer auto parts products to an important segment of the automotive marketplace.
The NASCAR Winston Cup season presents an excellent opportunity for the parts.com brand to be exposed in 37 races between February 20th and November 19th, 2000. Every event will receive live broadcast coverage from CBS, ABC, NBC, TNN or ESPN. In addition to the Network coverage of the races, each event will be covered on syndicated "Television Magazine" and sports news shows such as "Inside NASCAR" and "Sports Center."
"The opportunity to partner with the "M&M's"® Racing Team, in America's fastest-growing spectator sport, is a monumental achievement for parts.com. We recognize the importance for parts.com to make its presence known to automotive enthusiasts around the world. The opportunity to reach nearly 100 million race car and sports fans through these exciting live events is a great honor and a key marketing opportunity. NASCAR Winston Cup Racing and "M&M's"® Racing Team has presented parts.com with one of the most prestigious platforms possible to gain national brand recognition" stated Shawn Lucas, President and Co-CEO of parts.com. Lucas continued, "The national coverage of NASCAR events has a proven value in reaching our key demographic target audience, with average projection of 5,502,000 households and an average of 8,327,000 viewers. Now the parts.com brand is truly off to the races."
The 1999 gross cable audiences totaled 76,925,000 viewers (point, non-point), and gross network audiences totaled 61,802,000 viewers (point, non-point). The association expects an even higher draw for NASCAR Winston Cup Racing.
Tim Quinn, M&M/MARS National Sponsorship Director added, "We are delighted to have parts.com join the "M&M's"® Racing Team and look forward to a winning season. We understand the need of getting parts fast and getting them right. Parts.com and the "M&M's"® Racing Team with Ken Schrader are an unbeatable combination."
The parts.com associate sponsorship of the "M&M's"® Racing Team brings the company together with one of NASCAR's most venerated racing drivers, Ken Schrader. During his uninterrupted 16-year career, Schrader has earned nearly $20 million in winnings. Schrader is typically ranked in the top twenty of U.S. NASCAR drivers. Ken Schrader's signature features are his consistency and dependability. These features are consistent with two important qualities of the parts.com brand, making the association a perfect match. Mr. Schrader has 453 consecutive starts in the past 15 years and has never missed qualifying for a race. In addition to a new team, the year 2000 also brings Ken Schrader a new sponsor and a new relationship with the Pontiac division of General Motors.