Nov 11, 2009 at 09:35 PM
written by

Ready Brew, Set, Go

What do Starbucks' new Ready Brew product and racing have in common? Race fans at this weekend's Phoenix Sprint Cup event are about to find out.

Earnhardt Ganassi Racing with Felix Sabates and Starbucks plans to provide NASCAR fans attending this weekend’s race with a taste of Starbucks VIA Ready Brew.

Beginning Friday, Nov. 13, the thousands of NASCAR fans in attendance at PIR should be on the lookout for a fleet of Starbucks branded golf carts combing the race-track property passing samples of Starbucks VIA Ready Brew. Starbucks ambassadors will treat race fans to the brand's newest instant coffee product.

As part of the promotion, both the Starbucks and Starbucks VIA Ready Brew logos will have associate sponsor placement on the TV Panel of the No. 1 Chevrolet driven by Martin Truex Jr.

“I can’t say enough about the opportunity to carry the iconic Starbucks logo on the TV Panel of my Chevrolet this weekend in Phoenix," Truex Jr. said "Starbucks is one of those iconic American brands and to be able to represent such a respected brand is important to me. I’m certain that NASCAR fans at Phoenix International Raceway will love the newest product from Starbucks, when they taste Starbucks VIA Ready Brew!”

The sponsorship marks the first time that Starbucks has been involved with Nascar, on the team or association level.

photo credit via WIkimedia: Freewheeling Daredevil