'True Southern iconic brands' continue partnership that began in 2012
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RICHMOND, Va. -- Officials with Darlington Raceway and Bojangles' announced a five-year sponsorship extension for the naming rights of the NASCAR track's annual Southern 500 Sprint Cup Series race.
"This is a perfect partnership for Darlington and Bojangles' because they are both true Southern iconic brands," Chip Wile, president of Darlington Raceway, said in announcing the five-year deal. "It really solidifies our position not only in the sport, but in the state.
"Our partnership goes way beyond just our race weekend. Everything that we do at the track ... that group really gets behind. It means a lot."
Bojangles', whose headquarters are located in Charlotte, North Carolina, has held the naming rights to the annual NASCAR Sprint Cup Series race since 2012. The race will return to its long-time Labor Day weekend date in 2015, a spot it held from 1950 through 2003.
"It's somewhat like a family tradition for me," said Randy Poindexter, Senior Vice President of Marketing for Bojangles'. "As a kid growing up in the Carolinas, it was a tradition to always go to Myrtle Beach on Labor Day weekend and then on that Sunday go up to Darlington for the races. I think changing the dates is going to be awesome for the community and for Bojangles'."
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