TORONTO (November 21, 2005) – NASCAR Canada today announced multi-year agreements with Procter & Gamble (P&G) and CGC Inc., making both companies Official Partners of NASCAR in Canada.
The three-year deal with P&G’s Old Spice brand provides category exclusivity for its deodorant, anti-perspirant, soap, cologne and body wash products, while the four-year sponsorship agreement with CGC Inc. makes CGC the official and exclusive building products supplier of NASCAR in Canada. Both P&G and CGC will use their affiliation with NASCAR in Canada in a variety of in-market initiatives, including a customized media campaign tailored around broadcasts of NASCAR races.
In addition, P&G will incorporate NASCAR imagery and logo on select Old Spice products, packaging and point of sale materials in Canada, and will also launch a limited edition deodorant product featuring NASCAR NEXTEL Cup Series star Tony Stewart.
"We are thrilled to have Old Spice as the official NASCAR partner in the personal cleansing and anti-perspirant/deodorant categories," said Fiona Stevenson, Procter & Gamble Category Brand Manager for the personal cleansing and anti-perspirant/deodorant categories in Canada. "There is a very strong overlap between the Old Spice consumer base and the NASCAR Canadian fan base, which has paved the way for some exciting co-marketing activities that we will bring to market this year."
“CGC is excited about our relationship with NASCAR, the fastest growing sport in North America,” said Pat Lisson, Director of Marketing – Canada, CGC Inc. “NASCAR fans fit our demographic and customer profile very well and we view this as a great opportunity to build our brands and create awareness.”
These two agreements complement existing U.S. relationships. CGC’s parent company, USG Corporation, is also an official partner of NASCAR in the U.S. and the title sponsor of the NASCAR NEXTEL Cup Series USG SHEETROCK® 400 race at Chicagoland Speedway in July.
“NASCAR Canada is thrilled to enter into long-term relationships with two best-in-class Canadian partners who will help promote and grow the sport,” said Randy Paul, Managing Director, NASCAR Canada. “These relationships showcase the power and relevancy of the NASCAR brand in Canada.”
NASCAR has a strong fan base in Canada with 5.8 million fans (one out of four Canadian adults). NASCAR is the No. 1 televised motorsport in Canada. TSN’s coverage of the 2005 Daytona 500 attracted a national average minute audience of 506,000 viewers*, making it the most watched motorsport race ever in TSN’s 21-year history.
Research shows that NASCAR fans are the most brand conscious among all professional sports fans. NASCAR fans are three times more likely to purchase the products of NASCAR sponsors compared to companies not involved in the sport.
About P&G:
P&G Beauty sells more than 130 different brands in over 180 countries worldwide that touch and improve lives daily. P&G Beauty had more than $19 billion in global sales in fiscal year 2004/05, making it one of the world’s largest beauty companies. The global leading beauty company at mass, P&G Beauty brands include: Old Spice®, Pantene®, Olay®, Cover Girl®, Infusium 23®, Max Factor®, Herbal Essences®, Crest Whitestrips®, Hugo Boss®, Wella®, Clairol Nice ’n Easy®, Gillette®, and Head and Shoulders®. Please visit http://www.pg.com/ for the latest news and in-depth information about P&G Beauty and its brands.
About CGC Inc.:
CGC Inc. is a leading marketer, manufacturer and distributor of gypsum wallboard products, interior finishing materials and suspended acoustical ceilings in Canada. We produce wallboard panels under the renowned SHEETROCK® Brand. Today, after decades of product development and market expansion, CGC is recognized as a key player in Canada's dynamic building materials industry, supplying innovative wall and ceiling products to the new construction and repair and remodel markets of the residential, commercial and institutional sectors. For more information about CGC Inc., visit the CGC website at www.cgcinc.com
About NASCAR Canada:
NASCAR Canada supports the continued growth of the NASCAR fan base and further extends the popular NASCAR brand in Canada through sponsorship and licensing opportunities, marketing initiatives, multi-platform media programs and grassroots projects. Established in June 2004, NASCAR Canada is a joint relationship between NASCAR and TSN, and is operated by TSN Events.
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