With the cancellation of live sports events during the COVID-19 outbreak, some brands are overhauling their marketing plans to reach fans looking for virtual alternatives to feed their sports appetite.
In a creative new strategy to reach its fan base in today’s stay-at-home economy while retaining its historic marketing focus on action sports, Jones Soda began sponsoring four rounds of the Race All-Star Esports Battle launched in mid-March by Torque Esports in the wake of major motorsport cancellations in Formula 1, IndyCar, Formula E, NASCAR and more.
The race kicked its five-week simracing championship on March 21 and 28. The next two rounds take place at 1 pm Eastern on Saturday April 4 and April 11 on YouTube at the-race.com/TheRaceMustGoOn
Highlights of the competition range from a virtual version of the Indianapolis Motor Speedway featuring Indy 500 winners Juan Pablo Montoya and Tonty Kanaan as well as professional gamers, to a Legends Trophy battle pitting older superstar drivers like Emerson Fittipaldi, Dario Franchitti, Johnny Herbert and Helio Castroneves. Winners will share a $10,000 pot.
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