Hendrick extends deal with key partner
July 28, 2014, Staff report, NASCAR.com
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Hendrick Motorsports announced Monday an extension of its partnership with Bank of America through 2015. The expanded relationship will include a sponsorship of a redesigned HendrickMotorsports.com, now presented by Bank of America, that will be rolled out next year.
The two will continue to partner on initiatives such as the "Express Your Thanks" campaign, a social media program that encourages people to send #troopthanks. Each message is matched with a $1 donation to nonprofits aimed at helping veterans.
"Aside from the clear sponsorship value, the community impact we've been able to have with our partners at Hendrick Motorsports has been incredible," said Charles Greenstein, senior vice president and global sponsorship marketing executive for Bank of America. "This is particularly true when it comes to supporting past and present members of the military, a major area of focus for us."
Bank of America, which has a headquarters in Charlotte, North Carolina, and Hendrick have worked together since 2008.
"The Bank of America team has built a very smart, targeted program around our sport," said Rick Hendrick, owner of Hendrick Motorsports. "We share a passion for many of the same causes and have worked extremely well together over the years. Even as goals have changed, they have identified new ways to activate and seen terrific return. It’s an excellent fit, and we’re proud to continue the relationship."