Air Force announces NASCAR partnership with GEM

> On Thursday at the Randolph Air Force Base, Air Force officials announced a NASCAR partnership with Gillett Evernham Motorsports (GEM). They will be sponsoring the No. 10 car, to be driven by Reed Sorenson, during the 2009 Sprint Cup season. Sorenson is a three-time winner in the Nationwide Series. A multimedia advertising campaign will be rolled out in early 2009 by GSD&M Idea City, Air Force’s advertising agency, which also organized the entire sponsorship. Under the terms of the sponsorship, Air Force will be both the primary and associate sponsor of the No. 10 car. This will mean that the car will feature the Air Force paint scheme, for at least four of the 38 NASCAR races in this season.

Having maintained a long standing relationship with Wood Brothers Racing, as well as the No. 21 car, the Air Force was positive about their new partnership. Colonel Timothy Hanson, Air Force Recruiting Service director of Strategic Communications, remarked, “The Air Force is proud of the partnership we have had with the Wood Brothers Racing. They are perhaps the most respected team in NASCAR and they have been strong supporters of the Air Force. While our sponsorship has changed we will always value the services they have provided us.”

Aiming at increased public awareness as well as more recruits, the Air Force is adopting a new marketing strategy which aims to rebalance its activation and sponsorship programs. Commenting on the same Col. Hanson said, “Advertising and marketing that goes beyond the race track will help us connect with fans and emphasize the speed, power, precision, and team work that is common to both NASCAR and the Air Force”