NASCAR Sets Sail With Licensing Deal For Themed Cruise

NASCAR this morning is unveiling its first licensing deal with a cruise company in a multi-year pact that will take a NASCAR-themed cruise liner to the Caribbean. Entertainment Cruise Productions will put on "NASCAR: The Cruise," a six-day voyage in late January of next year. Admittance costs $975, with 2,260 slots on the ship. A spate of NASCAR luminaries will be present, including HOFers Richard Petty and Rusty Wallace. Other planned activities include pit crew competitions and simulator games, plus theme nights, pool parties and trivia contests.

ECP Exec Dir Michael Lazaroff – whose company has done 65 themed cruise-ship charters previously, mostly in the music space – said ECP sought out a deal with NASCAR because it wanted to branch out with "other iconic brands that we thought could be presented in a fun and exciting way." ECP consulted with Victory Management Group on the deal, which will be marketed via radio, social and direct mail. Terms were not disclosed. Adam Stern/SBJ