Sprint, in its 10th year as title sponsor of the NASCAR Spring Cup Series, has partnered with Daytona International Speedway to sponsor The Sprint Unlimited At Daytona, a non-points race that until now was the Daytona Shootout. It launches Budweiser Speedweeks 2013 and the NASCAR season.
The "Sprint Unlimited" program for the Feb. 16 race also involves a promotion dangling experiences such as roles as Grand Marshal, Honorary Starter, and trophy presenter. Fans can also help deliver the trophy to Gatorade Victory Lane or participate in driver introduction during pre-race ceremonies.
The Sprint Unlimited program marks the first time the new NASCAR Sprint Cup Series race cars will compete on-track in an event. Dubbed “Gen 6,” the new-look sixth-generation cars highlight greater brand identity for the manufacturers and are expected to heighten the rivalries among drivers and manufacturers.