Sponsors making '09 year of fan with unique offers

When researchers asked fans which prize they'd most want in a NASCAR promotion, the answer was surprising. More than hordes of cash or tanks of free gas, fans wanted special VIP experiences.

Sponsors are answering the call in a big way by giving access fans can't buy. At the Sprint Cup Series opener in Daytona, NASCAR fans heard about a slew of new promotions and sweepstakes promising the most intimate and thrilling behind-the-scenes experiences in sports.

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Russell Friedman, Marine and winner of Crown Royal's contest, will be treated like a king for the day at Richmond.

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In searching for the most avid fans, the "NASCAR Real Fan of The Year" campaign from Hellmann's offers a coveted reward -- time with Dale Earnhardt Jr. and a place on his car. Seven monthly winners from March through September will be feted at the Dollar General 300 Nationwide Series race in Charlotte, where Earnhardt will announce the "Real Fan of the Year." The fans will meet Earnhardt, who is helping to judge the contest, and get their faces on the JR Motorsports Chevy's paint scheme.

Interested fans should submit to www.realfanoftheyear.com a personal photo showing a special devotion to NASCAR and one of Unilever's participating brands -- Hellmann's, Ragu, Lipton tea or Klondike.

"We're giving fans the opportunity to prove their dedication and loyalty to NASCAR," said Hellmann's senior brand manager Jamey Fish. "We hope to have a lot of fun and award unforgettable experiences."

Putting a fan's face on the field of play is something no other sport can do. So is naming the actual event after a fan. Diageo will do that for the third time with the Crown Royal Presents the Russell Friedman 400 Sprint Cup Series race on May 2 at Richmond International Raceway.

Friedman was on a routine patrol in Iraq near the Syrian border when injured by a rocket propelled grenade. The Marine from Huntington Station, N.Y., was awarded two purple hearts. In his essay describing a reason for a Crown Royal toast, Friedman paid homage to his brothers and sisters in the military. He wanted the race be named the U.S. Armed Forces 400. In a scene that could have been lifted from a Joseph Heller novel, bureaucratic red tape wouldn't allow that. Friedman will use the platform to raise awareness of troops making sacrifices to ensure our freedoms. (Continued)