Mar 14, 2011 at 04:36 PM
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History Channel Title Sponsors Nationwide Series Race

The May 28 NASCAR Nationwide Series race at Charlotte Motor Speedway will be named after the History Channel show, Top Gear. Under the terms of the deal, the Memorial Day weekend event will get a new name: the Top Gear 300. Terms of the sponsorship entitlement were not disclosed.

“At first glance, pairing a television show with a NASCAR race might seem like a non-traditional sponsorship,” said Marcus Smith, president and general manager of Charlotte Motor Speedway. “But this is a perfect fit for our race fans. Top Gear is a television program with risk taking behind the wheel and high-performance equipment, just like a NASCAR race at Charlotte Motor Speedway.

“HISTORY has some of the best programming on television,” Smith added. “Highlights of their shows will entertain fans throughout the Coca-Cola 600 weekend on the world’s largest high-definition video screen.”

The U.S. version of the award-winning program, Top Gear enters its second season covering the history of the automobile. Featured segments include profiles of super-cars, extreme stunts and challenges, car reviews and celebrity interviews.

“History is thrilled to become an integral part of Charlotte Motor Speedway’s biggest racing weekend and to be the first media brand to use the screen in an entitlement partnership,” said Chris Moseley, senior vice president, marketing, History. “Nascar and Top Gear are world-renowned. So in terms of a brand synergy and audience reach, the Top Gear 300 could not be a more perfect fit. It allows us to increase awareness of Top Gear with a highly targeted consumer audience whose love and appreciation of cars rival our most passionate viewers. It’s a win-win!”