News

Domino's Pizza to sponsor NASCAR driver Waltrip in '06

January 11, 2006

ANN ARBOR, Mich. — Two of NASCAR racer Michael Waltrip's cars will bear the Domino's Pizza logo when the stock car racing season begins in February.

According to a news release, throughout 2006, Domino's will serve as an associate sponsor on the two-time Daytona 500 winner's car in the Nextel Cup ranks, and as the primary sponsor of his Busch series car. As he has done in past seasons, Waltrip will appear in Domino's NASCAR-themed commercials and promotions. (Read also Marketing through sports.)

"Michael has done a great job in our commercials and serving as a Domino's Pizza spokesman," said Ken Calwell, chief marketing officer for Domino's. "We are happy to build on our relationship and to continue our participation in this exciting sport." Domino's became the "Official Pizza of NASCAR" in 2003. Calwell said that move revved up the chain's sales to racing fans.

"Since our original announcement of being named the Official Pizza of NASCAR, we have propelled from the number three pizza choice among NASCAR fans to number one," said Calwell. "Our research shows that NASCAR fans are six times as likely to order Domino's because we are the Official Pizza."