Hendrick adds additional Time Warner sponsorship
September 04, 2013, Staff report, NASCAR.com
Time Warner Cable will increase its sponsorship with Hendrick Motorsports, picking up extra races for Kasey Kahne in the future, the team announced Wednesday.
TWC will serve as the primary sponsor for Kahne for six races in 2013, and five races in both 2014 and 2015. That’s an increase every year from the previous commitment of four races from 2013-2015.
Kahne has won twice this year, something not lost on Time Warner Cable executives. With Wednesday’s announcement, Kahne’s car now has primary sponsorship for all of 2014.
“We’ve been extremely happy with the results from our NASCAR initiatives,” said Jeffrey Hirsch, Time Warner Cable’s executive vice president and chief marketing officer, Residential Services. “The on-track performance of Hendrick Motorsports is well documented, but they’ve also put significant resources into building a world-class marketing operation. It’s been a team effort, and we’re seeing terrific exposure and return.”
Time Warner Cable also serves as the primary sponsor for Dale Earnhardt Jr.’s No. 88 Chevrolet in five of the final 11 races of the season, starting this weekend at Richmond and continuing with four of the 10 races in the Chase for the NASCAR Sprint Cup.
TWC is also on board with Junior at Chicagoland, New Hampshire, Kansas and Charlotte.
“This is the second time in the last year that Time Warner Cable has expanded its commitment to Hendrick Motorsports and NASCAR,” said Rick Hendrick, owner of Hendrick Motorsports. “We’re now leveraging more of our assets, from both Hendrick Motorsports and Hendrick Automotive Group, to drive even greater value into what’s been a very effective program. It’s a terrific partnership that works on multiple levels.”