Hologram Rewards Center launched on NASCAR.COM

CHARLOTTE, N.C. -- NASCAR fans who support their favorite driver by purchasing Officially Licensed NASCAR products now have access to a variety of prizes online at NASCAR.COM.

Through the NASCAR Hologram Rewards Center, fans can enter the unique serial code found on the hologram sticker online for instant access to exclusive digital content, including computer wallpaper, exclusive race audio and video and more. Additionally, each time a hologram code is entered, fans get a chance to win weekly prizes from NASCAR licensees and ultimately a grand prize of a VIP trip to a Sprint Cup Series weekend.

All Officially Licensed NASCAR merchandise sold features the NASCAR hologram sticker either on the tag, packaging or directly on the product. These codes should be entered at www.nascar.com/hologram in order for fans to gain access to the digital content, other rewards and to be eligible for the prizes.

"We are very excited to be launching this significant enhancement to the NASCAR Hologram program. The NASCAR Hologram was created in order to protect the entire industry, starting with the fans, from counterfeit merchandise. Now with the introduction of the NASCAR Hologram Reward's Center, fans will not only be comforted knowing they have purchased authentic merchandise; they will also be rewarded. In addition to the fans, the drivers, teams, manufacturers and retailers all gain added value from this initiative," said Blake Davidson, managing director of Licensed Products for NASCAR.

In 2005, NASCAR launched a program with DuPont requiring its licensees to utilize a holographic sticker on all products. The hologram was the first step in a proactive approach designed to curb the distribution and sale of counterfeit goods. Today, a new and improved hologram, designed to more effectively protect fans who are purchasing and retailers who are selling NASCAR-licensed merchandise, features the "Track and Trace" enforcement system produced by DuPont Authentication Systems.

DuPont's new enforcement system will allow NASCAR and its licensees to equip ICE (Immigration and Custom Enforcement) officials and other agencies to track serial numbers on the holograms, more easily discover counterfeit holograms, prevent affiliated merchandise from entering the country and investigate bogus products sold in foreign countries.

A multifaceted awareness campaign recently began to target NASCAR fans with elements including trackside activation and television, print, radio and online advertising. Additional rewards and prizing will be added in the future.