Gillett Evernham  to open sales office in New York

Gillett Evernham Motorsports is opening a New York office to handle the sales and service of its sponsorships, making GEM the first NASCAR team to establish a branch in Manhattan.

The move is part of new owner George Gillett Jr.'s effort to increase staffing and broaden the team's presence. GEM also has hired Mark Schelde of Gravity Sports Marketing, Beaver Creek, Colo., as a consultant. Schelde has worked on a variety of marketing projects, including AOL's sponsorship at Richard Childress Racing.

"We felt that having somebody in New York would be more fruitful than adding another person down here [in Statesville, N.C., where GEM is headquartered]," said David Jessey, vice president of marketing and sales for the team. "Mr. Gillett is making a commitment to build up sales and service in a major way."

Jim Tucker, a senior account manager for partnership marketing in NASCAR's New York office, will be the first employee in GEM's New York branch. Tucker has worked on the Masterfoods, Nicoderm, Office Depot, Toyota, Yardman and Tylenol accounts for NASCAR and previously worked in industry sales, assisting teams in their search for sponsors. He also previously worked in partnership marketing and sales at the NFL. Tucker and GEM are searching for office space in Manhattan.

"This will start out as a one-man show, but we anticipate it growing,"

Jessey said. "We need to be where the agencies and clients are. We need to invest in the marketing and servicing of our sponsors and we're seeing an influx of resources, which is very exciting to us."

GEM, which announced last week Budweiser will sponsor Kasey Kahne's No. 9 Dodge next season, runs three Nextel Cup teams and two Busch Series teams. GEM brings in close to $100 million in revenue annually, according to industry sources.

Michael Smith is a reporter with SportsBusiness Journal.