Dollar General to promote NASCAR Chase in stores

Dollar General today announced a one-year sponsorship of NASCAR that will result in an in-store promotion around the Chase for the Sprint Cup at all 9,000 of its retail outlets. The company this weekend will unveil a "Race in to Win" sweepstakes that offers customers the chance to win more than 9,000 prizes highlighted by a trip to Las Vegas for NASCAR's championship celebration and a $250,000 giveaway. It is the first time a national retailer has run a promotion around the Chase. Dollar General plans to have "Race in to Win" promotional materials on its shelves, flyers and receipts. The in-store promotion will incorporate several of NASCAR's consumer-package-goods sponsors, such as Unilever, which will promote Hellman's; Coca-Cola, which will promote Powerade; and Kraft, which will promote Oreos. Dollar General will use driver Dale Earnhardt Jr., who has a relationship with Hellman's through his Nationwide Series team, as the face and voice of the program in stores, online and in radio advertisements. SportsBusiness Daily