Beginning with the 2005 race season, the relationship will be Office Depot's primary national sponsorship platform this year and will be incorporated into the company's new internal and external brand positioning campaign called ‘Taking Care of Business’, reports nascar.com.
Office Depot's promotional activity with NASCAR as well as the company's marketing and communications campaign will focus on business customers, responsible for more than 80 per cent of Office Depot's sales on a global basis across all channels.
Office Depot plans to unveil a NASCAR NEXTEL Cup team sponsorship later this month.
The company will also support an upcoming NASCAR diversity initiative. (NASCAR is the fastest-growing sport among African-Americans and Hispanics, according to independent research.)
A recent survey of NASCAR fans found that 72 per cent consciously purchase products because of a company's relationship with the sport and that 44 per cent of those who shop at other office supply stores would make Office Depot their primary supplier as a result of the company's NASCAR affiliation.
