When Branding Goes Wrong: Spongebob and NASCAR
NASCAR desperately needs younger viewers.
On May 9, the Kansas Speedway will become more than a rung on the NASCAR left-turn ladder…it will be a permanent stop in a puerile place called “Bikini Bottom.”
In case you’re over 40 and don’t have kids, that’s the residence of one Mr. Spongebob Squarepants. And now, it’s the center of branding hell as the newly minted “Spongebob Squarepants 400” in the famous stock car racing circuit.
According to an official press release from NASCAR and the Kansas Speedway, Nickelodeon is an official sponsor for the race, which will air on FOX May 9 at 7:30 p.m.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in