Air Force To Back Sorenson

Air Force officials announced today that it will begin a new NASCAR partnership with Gillett Evernham Motorsports when it sponsors the No. 10 car driven by Reed Sorenson for the 2009 NASCAR Sprint Cup season. GSD&M Idea City, the Air Force’s advertising agency, organized the sponsorship and will roll out a multimedia advertising campaign to support the partnership in early 2009.

The Air Force is both a primary and associate sponsor of the No. 10 car driven by Reed Sorenson, a 22-year-old three-time winner in the Nationwide Series. As a primary sponsor, the car will feature the Air Force paint scheme in four of 38 NASCAR races this season.

For the 2009 season, the Air Force is changing their marketing strategy to rebalance their sponsorship and activation programs to increase public awareness of the Air Force and to attract more recruits.

“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,” said Col. Timothy Hanson, Air Force Recruiting Service director of Strategic Communications.

The Air Force has had a long-standing relationship with Wood Brothers Racing and the No. 21 car.

“The Air Force is proud of the partnership we have had with the Wood Brothers Racing,” Colonel Hanson said. “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.”

“We are honored to have the Air Force join Gillett Evernham Motorsports,” said Tom Reddin, CEO of Gillett Evernham Motorsports. “I can think of no other group of people who we would rather represent than the men and women who serve our country. This race team and Reed Sorenson plan to make those who wear the Air Force uniform proud. We welcome the Air Force to the Gillett Evernham Motorsports family.”

The colonel added that he is excited about this new venture and confident that Gillett Evernham Motorsports and Reed Sorenson will provide new opportunities for the Air Force to achieve their sponsorship goals and inspire young Americans to consider the Air Force as a great career choice.

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