Multiculti Marketing: Allstate’s Relationship With NASCAR Program Evolves - Event Marketer

Multiculti Marketing: Allstate’s Relationship With NASCAR Program Evolves

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Allstate is expanding its involvement in NASCAR’s Drive for Diversity effort. This is its third year supporting the program which seeks to develop minority and female drivers and crew members.  and this time around it plans to leverage its other NASCAR activities to support it.
 
Among the changes to the program? Allstate is sponsoring driver Jesus Hernandez in all seven of his NASCAR Grand National Division races. The Allstate No. 4 Ginn Racing Chevrolet debuted at the NGND East Series at Stafford Motor Speedway in Stafford Springs CT on June 8.
 
The brand—the exclusive? insurance category sponsor for NASCAR—will also tie its D4D sponsorship into this year’s Allstate 400 at the Brickyard in July by sponsoring a press junket targeting Hispanic media. Hernandez and other Hispanic drivers will be able to meet and talk with the press at the event..
 
“We’re going to allow the Hispanic media a chance to really get behind the scenes at NASCAR but see it through the eyes of Allstate which is really entrenched in the sport ” Pam Hollander director-sponsorship marketing for Allstate told Buzz.

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