Heluva Good!® Partners with Two International Speedway Facilities
Multi-Year Title Sponsor and Official Status Partner at
Michigan International Speedway and Watkins Glen International
Brooklyn, MI and Watkins Glen, NY – December 17, 2009 – – International Speedway Corporation ("ISC") today announced it has signed a multi-year race entitlement and official status agreement with Heluva Good! at Michigan International Speedway and Watkins Glen International. Financial terms were not disclosed.
Under the agreement, Heluva Good! will serve as the title sponsor for the June NASCAR Sprint Cup Series race at Michigan and the August Sprint Cup Series race at Watkins Glen. In addition, Heluva Good! will become the Official Dip and Cheese Products at Michigan and Official Dip Product at Watkins Glen. Lastly, as part of the agreement, Heluva Good! will receive display and signage opportunities at both facilities.
"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."
"We are thrilled to have the Heluva Good! brand renew their relationship at Watkins Glen and extend our partnership to Michigan International Speedway," said ISC Vice President and Chief Marketing Officer Daryl Q. Wolfe. "These are two very unique and popular properties in the ISC portfolio and they will provide a significant opportunity for Heluva Good! to grow their brand and business."
About ISC:
International Speedway Corporation is a leading promoter of motorsports activities, currently promoting more than 100 racing events annually as well as numerous other motorsports-related activities. The Company owns and/or operates 13 of the nation’s major motorsports entertainment facilities, including Daytona International Speedway® in Florida (home of the Daytona 500®); Talladega Superspeedway® in Alabama; Michigan International Speedway® located outside Detroit; Richmond International Raceway® in Virginia; Auto Club Speedway of Southern CaliforniaSM near Los Angeles; Kansas Speedway® in Kansas City, Kansas; Phoenix International Raceway® in Arizona; Chicagoland Speedway® and Route 66 RacewaySM near Chicago, Illinois; Homestead-Miami SpeedwaySM in Florida; Martinsville Speedway® in Virginia; Darlington Raceway® in South Carolina; and Watkins Glen International® in New York. In addition, ISC promotes major motorsports activities in Montreal, Quebec, through its subsidiary, Stock-Car Montreal.
The Company also owns and operates MRN® Radio, the nation's largest independent sports radio network; the Daytona 500 Experience®, the "Ultimate Motorsports Attraction" in Daytona Beach, Florida, and official attraction of NASCAR®; and Americrown Service CorporationSM, a subsidiary that provides catering services, food and beverage concessions, and produces and markets motorsports-related merchandise. In addition, ISC has an indirect 50 percent interest in Motorsports Authentics®, which markets and distributes motorsports-related merchandise licensed by certain competitors in NASCAR racing. For more information, visit the Company's Web site at www.internationalspeedwaycorporation.com.
About Heluva Good!®
Heluva Good!® brand real sour cream dips, cheeses and condiments have held a reputation for quality and taste for more than 75 years. The Heluva Good! name has been as much a promise as a brand name and dates back to 1925, when Perry Messinger, Heluva Good!’s founder, began making wedges of homemade washed curd cheese in a basement in Sodus, NY. One day a traveling salesman stopped in and sampled a wedge. Upon tasting it, he declared, "That's a hell of a good cheese." At that moment, Messinger knew he had something very special. Today, Heluva Good! is part of the HP Hood LLC family of brands. You can now find Heluva Good! products in dairy cases throughout the Eastern, Midwest and Southern United States and all of Canada. Visit www.HeluvaGood.com for more information.
See More:
