Hot Rodders Covet Nascar's Marketing Muscle

Name Integer Group to Rev Up Fan Base and Sponsorship Roll
NEW YORK–Continuing its recent moves to outsource much of its marketing, the National Hot Rod Association has hired Integer Group of Dallas as its new integrated agency.
Integer will be responsible for advertising, promotions, positioning, branding, assisting current NHRA sponsors and beefing up the group’s overall sponsorship roster, both by attracting new supporters and encouraging incumbents like Anheuser-Busch and Century 21 to be more active.
“Drag racing is really a part of Americana and, relative to other motor sports, is uncluttered from a sponsorship perspective,” said NHRA marketing vice president Gary Darcy.