DIRECTV likes what it sees from Clint Bowyer and Richard Childress. Credit: Todd Warshaw/Getty Images

DIRECTV announces partnership with RCR

Digital televison company to serve as associate sponser of No. 07

EL SEGUNDO, Calif. -- DIRECTV announced on Friday an official partnership with Richard Childress Racing as an associate sponsor of the No. 07 Jack Daniel's Chevrolet and its driver, Clint Bowyer, for the 2006 Nextel Cup Series season.

DIRECTV will be the primary sponsor of the No. 07 Chevrolet at three Cup races this season: Martinsville (April 2), Pocono (June 11) and Talladega (October 8).

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DIRECTV has a long history with NASCAR, though this announcement marks the digital television company's first official sponsorship of a Nextel Cup team. The service has become an integral part of the sport by providing millions of fans the opportunity for the most enhanced, unique NASCAR viewing experience at home and trackside.

DIRECTV also has become a critical piece of racing equipment for crew chiefs, as teams up and down pit road rely on the digital picture and sound to aid spotters and monitor car performance throughout the entire race.

"We are proud to be a part of the RCR team and extremely excited to begin our relationship with Clint," said Jon Gieselman, senior vice president of Advertising and Public Relations, DIRECTV, Inc. "By partnering with both NASCAR and RCR, we will bring the superior qualities of DIRECTV to fans and the entire racing community."

"It's great to be associated with DIRECTV," Childress said. "DIRECTV has one of the hottest properties on the market and it's really a privilege for me, along with Clint Bowyer, to be spokespersons for such a great company.

"All of our teams depend on DIRECTV at the track so we can see practice, qualifying and the live race broadcast directly from pit road. DIRECTV not only provides us with great entertainment value away from the racetrack, it's also an exceptionally valuable tool for the entire NASCAR industry while we're there."

The partnership with RCR and Clint Bowyer will enable DIRECTV to create consumer marketing and retail promotions targeting NASCAR's loyal fan base. In addition, the relationship will provide DIRECTV the opportunity to increase awareness of its new DIRECTV Plus ® DVR among race fans and emphasize current and future features that will enhance their race viewing experience.