Feb 11, 2010 at 02:31 PM
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NASCAR Vet Tries "Affiliate Sponsorship"

After spending 2009 without title sponsorship, NASCAR veteran Joe Nemechek, owner of NEMCO Motorsports, is determined to find sponsorship this year - even if it may not be under the traditional model. Through a strategic partnership with MediaTrust and NEMCO’s agency of record Global Media Minds, Nemechek has launched a new ad-sponsored web site, called FrontRowJoe.com which will earn commissions on a variety of products sold through the site, the proceeds of which he hopes will help offset the team's 2010 operating costs.

Backed by an unsponsored team, the 17-year NASCAR veteran qualified third fastest of the "go or go home" drivers in the Saturday, Feb. 6 time trials, locking in his 16th starting position in the upcoming Daytona 500. In Sunday's race, Joe’s #87 car will prominently display his sponsorship - www.FrontRowJoe.com. Joe earned the name early in his career for his ability to qualify near the front row in pole positions.

“As a past Nationwide Series champion with 16 Nationwide wins and four NASCAR Cup victories, I know the true meaning of getting paid for performance,” said Joe Nemechek. “This year we’re melding our high-performance racing skills with a high-performance marketing team for a unique approach to race sponsorship and an opportunity for our fans to help make 2010 the best year ever for car #87!”

Fans who visit the site will be able to support the team by taking advantage of "Joe's picks," a number of national brands and products endorsed by Joe. A portion of every sale will go directly back to NEMCO to help offset the cost of keeping his team on the racetrack.

“Combining offline and online advertising into a performance-based sponsorship is truly revolutionary,” said Peter Bordes, CEO of MediaTrust. “We’re excited to work with Joe and his team to showcase the value of the performance marketing model and help accelerate his progress in 2010.”

The #87 NEMCO Motorsports Toyota spent last season without title sponsorship.

“Watching Joe and his team work so hard last year, out-qualifying the bulk of the field most weeks, with so much less than anyone else, is a testament to the abilities of this team,” says Kristen Orton, president of Global Media Minds, the agency hired last month to help procure sponsorship for NEMCO in 2010. “This combination of a competitive mindset and a willingness to try something new is what makes NEMCO such a great value in racing today.”