Minnesota sponsors come together for bridge relief

MINNEAPOLIS -- E Group, Inc., sponsorship marketing firm and NASCAR licensee, has rallied all of the Minnesota-based NASCAR sponsors to donate memorabilia to raise funds for the "I-35W Bridge Relief Concert." Donors include: 3M, BestBuy, General Mills, Great Clips, Imation/Memorex, and Target.

The driver-autographed memorabilia will be part of a "Big-Ticket" silent auction at Minneapolis' Fine Line Music Cafe on Sunday, August 12. Local musicians are gathering for a benefit concert to raise money to assist the I-35W Bridge Relief Effort. 100 percent of the door and a percentage of bar sales will be donated to the Minnesota Helps Fund: Bridge Disaster Fund. The purpose of the fund is to collect contributions and distribute them effectively to help the victims, rescuers, and families affected by the bridge collapse.

"By donating unique, high-value collectables, the sponsors are able to leverage their sponsorship well beyond marketing their brands, to support individuals when it's most critical," said Paul Estenson, president of E Group. "While sponsors may be donating to relief efforts in their own ways, it is the first time that all Minnesota-based sponsors have been brought together for a common cause."

The donations to the fund raiser are not limited to Minnesota-based NASCAR sponsors. The nonprofit NASCAR Foundation has charged ahead by donating to the relief fund, through E Group's initiative.