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Will UPS Ship Sponsorship to Roush-Fenway Racing?
4/2/08: SOZ Studios, MI - By Dennis Michelsen "DMIC" (RaceTalkRadio.com)
Watching your main competitor in the delivery business beating you like a drum every week at the racetrack has to be getting old for the folks at UPS! The retirement of Dale Jarrett has left UPS without a championship caliber race driver to support. David Reutimann is a good driver with lots of upside potential but the team he is with is far from Chase quality right now. Sponsors do not like paying millions of dollars to race thirty-fifth or worse yet to go home on qualifying day! That is why I think UPS will deliver their sponsorship to Roush-Fenway Racing for 2009!
No One Can Replace DJ
Twenty years from now we will still be talking about the UPS commercials featuring Dale Jarrett. These ads were great enough to be considered more entertaining than 95% of the prime time television shows playing nowadays! Dale Jarrett was the perfect driver to use for the "Drive the Truck" campaign and with his departure from driving these commercials will die a natural death. No one will ever replace DJ but the next best thing for the brand is a driver and team that can win again! That is why it makes so much sense for UPS to deliver their sponsorship to Roush-Fenway next year!
Rivalry is Good
For years race fans in NASCAR and NHRA have enjoyed the battle of the beer wagons! If that is your brand or your driver there is a natural rivalry at work that helps both brands sell more product. When the two rival brands are also represented by rival car manufacturers and rival teams that makes an even better battle! This season fans that might be making their delivery decisions on Monday will see Fed Ex kick UPS' butt on the track each and every Sunday. Imagine the extra publicity if the rumor mill kicks in that UPS will be going to a championship quality team with a championship quality driver in the driver's seat. The buzz will be intense and that will be reflected in more exposure! That is one more reason it makes sense for UPS to deliver their sponsorship to Roush-Fenway Racing next year!
Michael Waltrip Racing Not Prime Time
Michael Waltrip Racing is making slow gains on the track and more can be expected in a few years with an influx of new money. But since the future is NOT now it makes sense for UPS to get more for their sponsorship dollars by changing teams. Why pay millions to run in the middle of the pack when for those same dollars you can be running up front? Roush-Fenway Racing is losing AAA as a sponsor and UPS would be a perfect fit. Greg Biffle is also a free agent and what better way to secure his future at RFR by signing driver and sponsor to a nice long-term deal. Biffle has the talent to get UPS back to Victory Lane from race one and compete for a championship in year one!
Greg Biffle, UPS, and Roush-Fenway Racing Fit Perfectly
Greg Biffle is a proven winner on the track! Add the personalities of the other Roush-Fenway drivers into the mix with Biffle and you have a new marketing plan for UPS that would be a hit with the fans. UPS got a lot of mileage out of the old "Drive the Truck" campaign but the departure of Dale Jarrett leaves them just running in the back of the pack. ! It is well known that UPS is shopping their sponsorship. It is definitely a buyer's market right now and UPS will get their best deal by helping Roush-Fenway Racing to secure the services of Greg Biffle for years to come!
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