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Verizon's Straight Talk Wireless Strikes Sponsorship Agreement With NASCAR

Verizon prepaid wireless brand Straight Talk Wireless is off to the races with its new sponsorship agreement.

The brand has entered into a multi-year partnership with NASCAR, which officially designates Straight Talk Wireless as its Official Wireless Partner.

As part of the agreement, Straight Talk Wireless will also become the Official Partner of the Homestead-Miami Speedway, making it a sponsor for the October 27 NASCAR Cup Series playoff race. Financial details and other terms of the agreement were not disclosed. 

In a statement, Verizon Value CMO Cheryl Gresham said there is “so much overlap between Straight Talk customers and NASCAR fans,” calling the partnership “very fitting.” 

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The deal will also see Straight Talk Wireless take to the road, partnering with NASCAR as a sponsor for the “NASCAR on Tour” event series.

“NASCAR On Tour” will run from August 21 through October 27 across select Walmart parking lots in Daytona Beach, Florida; Darlington, South Carolina; Atlanta, Georgia; Bentonville, Arkansas; Bristol, Tennessee; Kansas City, Missouri; Talladega, Alabama; Charlotte, North Carolina; Greenville, South Carolina and Miami, Florida.

The events will include racing-themed emarketing activations, promotional giveaways, appearances from NASCAR drivers, exclusive promotional offers, and other components.

Straight Talk Wireless will also leverage the events with an offer to entice new customers: offering eligible participants a buy one month, get one month free deal on any unlimited plan. 

The news is part of a broader marketing shakeup for the Verizon Value brand portfolio. It follows a brand refresh campaign for Total Wireless -- another prepaid wireless brand, which had formerly been known as Total by Verizon.

The brand refresh -- featuring a new logo, visual identity and offers for consumers -- was informed by Verizon Value’s consumer research about the prepaid wireless category. 

“We’ve been doing research for well over a year about [consumer pain points in the category] and price always comes up: that lack of predictability, a feeling that they’re getting taken advantage of, the reality of not knowing the cost on a month to month basis,” she said, noting that brand’s 5-year price lock offer.

In a statement, NASCAR executive ice president, Chief Partnership and Licensing Officer Michelle Byron called Straight Talk a “recognizable brand” that  “shares NASCAR’s priorities in providing tremendous value for its customers and their families.”

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