BBT Back With Bowyer
January 14, 2010 | 7:09 A.M. EST
The Winston-Salem, N.C.-based corporation will also retain its status as the Official Bank of Richard Childress Racing.
The primary sponsorship races for BB&T on the No. 33 Chevrolet occur within BB&T’s primary branch banking footprint, which extended into Alabama while simultaneously increasing its market share in Florida last August. The No. 33 BB&T Chevrolet will compete March 7 and September 5 at Atlanta Motor Speedway, March 21 at Bristol Motor Speedway, March 28 and October 24 at Martinsville Speedway, April 25 and October 31 at Talladega Superspeedway, May 1 at Richmond International Raceway, and May 22 at Charlotte Motor Speedway for the annual Sprint All-Star Race.
“The BB&T/RCR partnership has been successful both on the track and in the marketplace,” said Richard Childress, president and CEO of Richard Childress Racing. “BB&T has created winning activation programs for its customers and clients through its racing activities and RCR has been fortunate enough to take BB&T to the winner’s circle in the Sprint Cup Series and Nationwide Series, as well as the head table at the Nationwide Series championship banquet. We appreciate their continued commitment to RCR and the sport as a whole.”
The BB&T/RCR partnership began in 2007 with a partial Nationwide Series program with Bowyer. The program expanded in 2008, with primary sponsorship in the Nationwide Series and a two-race primary position with Bowyer’s Sprint Cup Series program. Bowyer & Company went on to capture the 2008 NASCAR Nationwide Series drivers’ championship and won the Sprint Cup Series race in May at Richmond International Raceway. The program moved fulltime to the Cup Series in 2009.
“Our partnership with Richard Childress Racing has served as a platform and an accent of numerous marketing strategies during the past three years,” said BB&T Chief Marketing Officer Steve Wiggs. “From the top down, RCR is always committed to helping BB&T create meaningful programs that generate excitement with our clients and prospective clients. Many of our new clients and employees in Alabama and Florida were already familiar with our brand through our association with RCR. We hope our primary sponsorship of both races at Talladega and major associate sponsorship of both races at Daytona and the season finale at Homestead-Miami will increase their brand awareness and loyalty to BB&T.”