Marketing & Sponsorships

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Nickelodeon to Sponsor NASCAR Sprint Cup Series in September

13 Jun, 2016


Nickelodeon announced that it is the entitlement sponsor of the NASCAR Sprint Cup Series race on Sunday, Sept. 18, dubbed the Teenage Mutant Ninja Turtles 400 at Chicagoland Speedway. Danica Patrick has signed on to drive a special car for the Teenage Mutant Ninja Turtles 400, which will be broadcast on NBCSN at 2:30 p.m. ET, and will feature a weekend of action, activities and fun for the entire family with the iconic Heroes in a Half Shell.

NASCAR star Danica Patrick, a Roscoe, Illinois native, helped kick off the partnership in true Turtles style.  She unveiled her No. 10 April O’Neil/Nature’s Bakery Chevrolet SS at an event at Wrigley Square in Millennium Park with the Teenage Mutant Ninja Turtles, then took her car for a spin down Michigan Ave. She will join a number of other drivers with Teenage Mutant Ninja Turtles paint schemes for the Sept. 18 race.

This Sept. 15-18 marks the sixth consecutive year that Chicagoland Speedway will kick off the Chase for the NASCAR Sprint Cup.  The Nickelodeon partnership will include sponsorship of the 2017 kick off race, as well.

“We are excited to partner with Chicagoland Speedway to continue sponsoring and participating in marquee racing events that resonate with motorsports fans across the country,” said Anthony DiCosmo, Senior Vice President, Sports Marketing and Development, Nickelodeon. “Just as we did with last season’s SpongeBob SquarePants 400 at Kansas Speedway, the Teenage Mutant Ninja Turtles 400 will continue to expand our relationship with NASCAR, while working with another best-in-class ISC track to give fans a unique and engaging race experience that the whole family can enjoy.”

“We are thrilled to partner with a world class brand like Nickelodeon for the Teenage Mutant Ninja Turtles 400 on Sept. 18,” said Scott Paddock, Chicagoland Speedway President. “This is an exciting opportunity for us to partner with one of the preeminent youth focused brands on the planet to deliver an unprecedented level of family entertainment while engaging Teenage Mutant Ninja Turtles fans of all ages.”

“It is too amazing to be back in my home state of Illinois to make this exciting announcement with the Teenage Mutant Ninja Turtles 400,” said Danica Patrick.  “I always look forward to the Nickelodeon-sponsored races because they are truly fun for the entire family and I get to be a kid again!  I want to thank my sponsor Nature’s Bakery and to Nickelodeon for decking out my Chevy SS so I can channel TMNT’s heroine April O’Neil come race weekend in September.”

Patrick’s unique car was designed by Chicago artist Hebru Brantley, who will also design the race trophy, additional Turtles-branded paint schemes and other visual elements. Brantley breaks down the walls of cultural boundaries through his art and inspired by his 1980s Chicago upbringing, Brantley’s work touches on tough subjects in a way that may be easily digestible to the viewer, by telling his stories through youthful characters and their adventures. Brantley’s work can be described as pop infused contemporary art inspired by Japanese anime and the bold aesthetics of street art pioneers Jean Michel Basquiat, KAWS and Keith Haring.

During the Teenage Mutant Ninja Turtles 400 race weekend, attendees will be able to enjoy fun family activities in the Nickelodeon Kids Zone, located in Champion’s Park.  The area will feature appearances from the Teenage Mutant Ninja Turtles costumed characters, a Teenage Mutant Ninja Turtles photo station and more.

Nickelodeon has a long-standing relationship with NASCAR, teaming up with the motorsports giant on several programming and racing events. On the track, the network has sponsored the SpongeBob SquarePants 400 at Kansas Speedway in 2015; brought the Teenage Mutant Ninja Turtles to the Atlanta Motor Speedway for the NASCAR XFINITY Series and NASCAR Sprint Cup Series races in 2014; participated in the Bank of America 500 week in 2012; and the SpongeBob SquarePants Movie 300 at Charlotte Motor Speedway in Concord, NC in 2004; participated in the Bank of America 500 week in 2012; and brought the Teenage Mutant Ninja Turtles to the Atlanta Motor Speedway for the NASCAR XFINITY Series and NASCAR Sprint Cup Series races in 2014. NASCAR has also contributed talent and content to Nickelodeon programming such as the Kids’ Choice Awards (Danica Patrick, 2012 and 2013), Kids’ Choice Sports Awards (Danica Patrick, 2014, Ben Kennedy, 2015), Team Umizoomi (Jeff Gordon, 2012), Hammer Down (2014), which aired on Nicktoon’s NickSports block, and an upcoming Bubble Guppies episode (Jimmie Johnson, 2015). 

Currently in its fourth season, Teenage Mutant Ninja Turtles is seen in over 170 countries and territories and translated in 50+ languages. Teenage Mutant Ninja Turtles follows four mutant turtles—Leonardo, Raphael, Donatello and Michelangelo—trained in the art of ninjutsu by their mutant rat sensei, Master Splinter, who teaches the turtles to battle evil from the New York City sewers. Executive produced by Ciro Nieli and Brandon Auman, the series is created at Nickelodeon Animation Studios in Burbank, Calif.  Additionally, this summer the Turtles will once again defend the streets of New York City in Paramount Pictures’ highly anticipated theatrical movie, Teenage Mutant Ninja Turtles: Out of the Shadows, which arrives in theaters June 3.

About Chicagoland Speedway: Chicagoland Speedway is a 1.5-mile, paved oval race track located in Joliet, Ill.  The track has hosted racing events of the major U.S. racing series, and currently conducts races in all three NASCAR national series, including the NASCAR Camping World Truck Series, the NASCAR XFINITY Series, and the NASCAR Sprint Cup Series.   Along with Route 66 Raceway, a multimillion-dollar complex that includes a ¼ mile stadium-style drag strip and a ½ mile dirt oval track, Chicagoland Speedway is wholly-owned by International Speedway Corporation (ISC), a major promoter of motorsports activities.  ISC owns and/or operates 13 of the nation’s major racing venues, including Daytona International Speedway. For more information on Chicagoland Speedway, visit ChicagolandSpeedway.com.

About Nature’s Bakery: Nature’s Bakery, headquartered in Reno, Nev., is an on-the-go snacks and food brand that was founded in 2010 by father and son Dave and Sam Marson. Believing in quality and the use of thoughtful ingredients, the two set out on one simple mission – to create delicious, convenient snack and food products people can enjoy in their everyday active lives. Nature’s Bakery products include a variety of flavors of stone ground whole wheat fig bars, gluten free fig bars made with a blend of ancient grains, and dairy-free double chocolate brownies made with whole grains and blended with dates. Nature’s Bakery products are Kosher, Non-GMO verified, Vegan Certified, dairy-free, soy-free and made without high-fructose corn syrup. The founding philosophy of the brand is to keep it simple, have fun, and achieve balance in life through nature, activity, nutrition and community.

About Nickelodeon: Nickelodeon, now in its 37th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books and feature films. Nickelodeon’s U.S. television network is seen in more than 90 million households and has been the number-one-rated basic cable network for 20 consecutive years. For more information or artwork, visit http://www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NASDAQ: VIA, VIAB).

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