Checkers/Rally’s no longer official burger of NASCAR
By Michael Smith - Special to the Sporting News NASCAR Wire Service
Wednesday, April 23, 2008
Checkers/Rally’s has been released from its position as the official burger of NASCAR, creating an opening in the quick-service restaurant category. NASCAR called the separation a mutual decision.
Checkers/Rally’s, based in Tampa, also has exited its sponsorships of the Indianapolis 500, Allstate 400 at the Brickyard and Indianapolis Motor Speedway. All of the motorsports deals were scheduled to run through the 2009 season.
Checkers/Rally’s confirmed the end of the sponsorships, but its chief marketing officer, Terri Snyder, could not be reached for comment.
Snyder last year replaced former vice president of marketing Rich Turer, who negotiated Checkers/Rally’s motorsports sponsorships in 2005. Former Burger King executive Rick Silva took over as CEO as part of that leadership shakeup.
NASCAR now has turned its attention to filling the QSR category. Brian Corcoran, managing director of corporate marketing in NASCAR’s New York office, is spearheading the effort to find a brand with a national footprint.
During Checkers/Rally’s three years in the sport, it was probably best known for its product placement in the Will Ferrell movie “Talladega Nights,” on which NASCAR was a consultant, and a movie-related “Fully Loaded” sweepstakes that awarded the winner a Ford truck.
Michael Smith is a reporter with SportsBusiness Journal.
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