• February 3, 2009

Sears Roebuck's Craftsman tool brand, which has category exclusivity as the "Official Tools of NASCAR," is running a promotional sponsorship for the season with ESPN for "The ESPN Craftsman Tech Garage," a mobile television studio that ESPN will use for NASCAR coverage at race venues.

Craftsman will have an on-air brand presence through signage in the garage, and there will be extensions in print via "ESPN the Magazine" and through a Tech Garage feature in the morning race-day show on ESPN Radio and online at ESPN.com.

The ESPN Craftsman Tech Garage will debut during the NASCAR Nationwide Series season-opening race at Daytona International Speedway on Feb. 14. Tech Garage segments will also air during ESPN's coverage of the NASCAR Nationwide Series through the season.--Karl Greenberg