Domino's Pizza and Burger King to co-sponsor Waltrip NASCAR racer

BROOKLYN, Mich. — Michael Waltrip Racing announced the formation of a unique partnership between Domino's Pizza and Burger King to be co-primary sponsors of its second 2007 NASCAR Nextel Cup Series team.

"When we first approached Burger King and Domino's Pizza, we knew we were thinking outside of the box and didn't know if two food brands would be willing to work together to sponsor the same team," Waltrip said. Both Waltrip cars will be Toyota Camrys, a NASCAR first. "It's not unusual for two or more sponsors to split a sponsorship season. However, this is the first time that two companies within the same industry agreed to be sponsors of the same car during the same season."

Domino's chief marketing officer Ken Calwell said sharing sponsorship with Burger King allows Domino's to target its promotional efforts at crucial dates throughout the season "that make sense for our brand and build more meaningful connections with fans and customers."