MIS: 'Show Me the CARFAX'
Carfax will be the title sponsor of its first-ever NASCAR Sprint Cup Series race, the CARFAX 400, on Sunday, Aug. 16. The event follows the NASCAR Nationwide Series CARFAX 250 race on Saturday, Aug. 15 as part of the "Show Me the CARFAX Race Weekend" at Michigan International Speedway.
The agreement strengthens Michigan International Speedway's ties with one of the best partners in motorsports, according to track President Roger Curtis.
"This extended relationship with Carfax demonstrates the strength of MIS and Carfax," Curtis said. "Carfax is a proven and trusted leader in providing vehicle history reports to consumers, but now has the entitlement rights to an entire weekend of NASCAR racing at one of the premier speedways in the country. Race fans will have a spectacular time at MIS during the Show Me the Carfax Race Weekend."
With sponsorship of both NASCAR events at MIS in August, Carfax continues its support of the home of the American automobile through its ongoing investment in Michigan-based sports. Carfax has sponsored the NASCAR Nationwide Series at MIS for the past three years, and has been a playoff sponsor of the NHL's Detroit Red Wings.
In addition to on-site benefits and media, Carfax will presumably activate the partnership with its dealer customers at retail as well. There should be no shortage of activation ideas around Carfax's main product, vehicle history reports.