PENDLETON, Ind. (January 12, 2001) -- American Speed Association and LaFavre Racing officials announced that Texas Roadhouse Restaurants has reached an agreement with both to become a major sponsor for the 2001 ASA Racing Series. The agreement ...
PENDLETON, Ind. (January 12, 2001) -- American Speed Association and LaFavre Racing officials announced that Texas Roadhouse Restaurants has reached an agreement with both to become a major sponsor for the 2001 ASA Racing Series. The agreement announced dur ing the Friday night portion of 2000 National Awards Banquet at Opryland Hotel Convention Center will make Texas Roadhouse the "Official Restaurant" of the ASA Racing Series and primary sponsor of the number 21 LaFavre Racing car for the 2001 season.
"ASA and Texas Roadhouse are both in a position to really grow and our hope is that as ASA grows, we grow and as we grow, ASA grows," said President of Texas Roadhouse G.J. Hart. "There's a real parallel between us in the steak restaurant business and ASA in the stock car business. We want our fans to support ASA and we want ASA fans to be exposed to our product and to visit our stores."
As part of the agreement to become the "Official Restaurant of ASA," Texas Roadhouse will embark on a multi-level program with the series that will include sampling opportunities at race venues and a consideration of cause marketing and charitable programs Texas Roadhouse currently has over 100 stores with many of those in the markets ASA visits.
"We have stores in 14 of the 20 markets ASA races in and we're building in three more, so it matches up really well with us," said Hart. "ASA fans and stock car fans are our customers. Our demographics match up well with ASA's demographics, so it's a perfe ct fit."
Texas Roadhouse will also become the primary sponsor for the number 21 LaFavre Racing Chevrolet driven by Cywinski. The tandem teamed up for several races late in the season in 2000 on Cywinski's way to the runner-up position in the final point standings.
"I'm excited to be associated not only with G.J. Hart, but with everyone at Texas Roadhouse," said Cywinski. "It's will be great to meet the customers of the stores. Most of their patrons are blue-collar workers who can relate well to what we do in racing. I'm looking forward to representing the company and to meeting people at different functions."
Cywinski didn't win any events in 2000 despite his second place finish. He will look to change that in 2001, with the return of crew chief Mike Chaffee, who Cywinski teamed with to win the Rookie of the Year and National Championship in 1996 and 1997 respe ctively.
"I'm ecstatic to work with Kevin Cywinski," said Hart. "He's a driver our customers will be able to relate to. We're planning to have Kevin come out to some of our stores, have his car there, meet our customers and sign some autographs. We think that will help expose him to new fans and maybe bring his fans to our stores."