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.

His name will be incorporated into all official race logos, used for thousands of pieces of merchandise and recognized by NASCAR's broadcast and media partners as the race's official title. Additionally, he will take part in pre-race festivities and help present the trophy to the race winner in Victory Lane.

In a lighter vein, M&M's is auditioning "The Most Colorful Fan of NASCAR" by asking for fan photos demonstrating their passion. Weekly winners -- determined by a fan vote -- will earn prizes including Visa gift cards and NASCAR.COM Superstore gift certificates. This summer, 24 finalists will enter a "Chase Madness" bracket. Fan votes will narrow down the finalists to an eventual champion winning a VIP trip to the Ford 400 in Homestead. For more details, fans can check www.nascar.com/mostcolorfulfan.

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Last weekend in Daytona, the Official NASCAR Members Club culminated their year-long search for the club's version of NASCAR's "Biggest Fan." Julie Geary was awarded $25,000 for a video proving her ultimate fanhood.

Geary's home in Lindenwold, N.J., is a wall-to-wall tribute to NASCAR. Die-cast cars, train sets, banners, photos, magazine covers, virtually any and all NASCAR paraphernalia imaginable fills the house. There's "Earnhardt Village" and a section of cars with special paint schemes. A NASCAR Christmas tree stands all year long. Even the above-ground pool in the backyard is covered with car numbers and colorful sponsor logos.

The contest allows fans to post up to five videos, while viewing and rating others. "We wanted to take advantage of the power of the Internet as well as the viral power of NASCAR fans coast to coast," said Larry Griffiths, senior vice president of the ONMC. The 2009 NASCAR "Biggest Fan" contest will launch on March 15 at www.nascarbiggestfan.com.

In transitioning to a new team and a new driver with Tony Stewart and the No. 14 Chevrolet, Office Depot -- the official office products retailer of NASCAR -- is running an online contest at www.officedepotracing.com for fans to win a $14,000 shopping spree with Stewart. The winner better start working out, because Stewart says he plans to race through the store's aisles.

Coors Light, the official beer of NASCAR, has a major promotion tied to the All-Star Race. Fans entering a product code from Coors packaging can win one of 10 VIP trips to Lowe's Motor Speedway. During February and March, fans will see signs for the "Coors Light All-Star Race Experience" in grocery, liquor and convenience stores nationwide.

The season-ending race weekend is the destination for Kraft Foods' "Race to a Million" promotion, offering a shot at a special race experience at Homestead-Miami Speedway, and ultimately a $1 million grand prize. Through September, on www.racetowinamillion.com, fans can select a Roush Fenway Racing driver, including Carl Edwards, Matt Kenseth, Greg Biffle, David Ragan and Jamie McMurray. One fan will be randomly selected from each driver pool to win an ultimate fan experience at the Ford 400. The national promotion is supported on Kraft's Ritz, Nilla wafers, Chicken in a Biskit and Nutter Butter brands.

Coca-Cola, the official soft drink of NASCAR, is partnering with Wendy's for a "Ride with Kyle" sweepstakes running through March. With the purchase of a large combo, fans enter to win by filling in an entry form for a trip, tickets and the grand prize -- a high-speed trip around the track with Kyle Petty.

Sponsor promotions aren't confined to humans. Witness Pedigree's "Luckiest Dog of NASCAR" contest bowing in late April, tied to the brand's first of three appearances on Kyle Busch's No. 18 Toyota. A lucky dog in the best photo chosen will be featured on JGR's car at the fall Sprint Cup race in Phoenix. All registered votes will earn a donation to Pedigree's Dog Adoption Drive, and can win fans instant prizes like gift cards and Pedigree dog food. Check www.nascar.com/pedigreeluckiestdog for more details.

In NASCAR, even the contests for the dogs are better than other sports.