Maxwell House wakes up and smells the Nascar

13 April 2015 | Posted in Sponsorship, Motorsport, North America, | By David Cushnan

Maxwell House wakes up and smells the Nascar

Coffee brand Maxwell House has announced its return to Nascar as a major sponsor of the Michael Waltrip Racing team.

The brand has agreed a ten-month deal, which will begin in August and includes five Sprint Cup primary sponsorships during 2015 and the same role at the 2016 Daytona 500.

Driver Clint Bowyer will carry the Maxwell House logos at Watkins Glen, Pocono, Martinsville and Texas this year, while team owner Michael Waltrip, who has won the Daytona 500 twice, will drive a Maxwell House-branded car at Talladega this October and at Daytona next February.

Based on other Nascar primary sponsorship agreements, Maxwell House's total investment in Michael Waltrip Racing could reach US$6 million.

Maxwell House was previously a Nascar sponsor between 1989 and 2003. Waltrip himself drove a Maxwell House-branded car in 1989.

“Racing fans share a lot of the same qualities as Maxwell House coffee drinkers, including their loyalty to and passion for their favorite brands and sporting events,” said Chris McClement, a senior director for Maxwell House.

“With its excellent reputation and powerful drivers, Michael Waltrip Racing is the perfect partner to help us rev up our brand and bring coffee that is ‘Good to the Last Drop’ to racing enthusiasts nationwide.”

The 2016 race will be Waltrip's 29th Daytona 500.

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Contract Details

  • Length of contract: 1 year
  • Annualised value: US$6 million
  • Overall value: US$6 million
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