Quikrete Courts Sports Fans on Cable

ATLANTA A national promotion for Quikrete that debuts today on Fox Sports Network’s Best Damn Sport Show Period offers viewers a chance to win a makeover of a home or community basketball court from the company, according to Fitzgerald + Co., the shop that created the effort.

It is the first national promotion by the Atlanta-based concrete mix and mortar manufacturer since Fitzgerald began handling the company’s advertising in 1989.

The Interpublic Group agency in Atlanta developed the promotion to leverage its media buy on the program, said Dave Fitzgerald, the shop’s president and CEO. “We wanted to make Quikrete a part of the show,” he said.

The promotion will be supported with mentions by the program’s on-air talent and a 10-second spot produced by Fox that will run four times each day, beginning today and continuing through April 20. The spot refers viewers to the Web site, www.quikrete.com, to enter the contest. A television spot that Fitzgerald created for the company two years ago also will run during the program.

The company asks viewers to write a 60-word essay explaining why they should get the basketball court upgrade, valued at $15,000. The winner will be chosen May 8. On-air talent from the show will present the award to the winner.