Air Force lands with GEM, Sorenson on No. 10 car

RANDOLPH AIR FORCE BASE, Texas -- Air Force officials announced on Thursday that it will begin a new NASCAR partnership with Gillett Evernham Motorsports when it sponsors the No. 10 car driven by Reed Sorenson for the 2009 Sprint Cup season.

GSD&M Idea City, the Air Force's advertising agency, organized the sponsorship and will roll out a multimedia advertising campaign to support the partnership in early 2009.

The Air Force is both a primary and associate sponsor of the No. 10 car driven by Reed Sorenson, a 22-year-old three-time winner in the Nationwide Series. As a primary sponsor, the car will feature the Air Force paint scheme in four of 38 NASCAR races this season.

The Air Force has had a long-standing relationship with Wood Brothers Racing and the No. 21 car.

"The Air Force is proud of the partnership we have had with the Wood Brothers Racing," Colonel Hanson said. "They are perhaps the most respected team in NASCAR and they have been strong supporters of the Air Force. While our sponsorship has changed we will always value the services they have provided us."

For the 2009 season, the Air Force is changing their marketing strategy to rebalance its sponsorship and activation programs to increase public awareness of the Air Force and to attract more recruits.

"Advertising and marketing that goes beyond the race track will help us connect with fans and emphasize the speed, power, precision, and team work that is common to both NASCAR and the Air Force," said Col. Timothy Hanson, Air Force Recruiting Service director of Strategic Communications.