Time Warner Cable broadens Hendrick Motorsports partnership
CONCORD, N.C. – Time Warner Cable Inc. will be the primary sponsor in more NASCAR Sprint Cup Series races after broadening its relationship with Hendrick Motorsports.
The expanded partnership makes Time Warner Cable primary sponsor of the No. 5 Chevrolet SS team with driver Kasey Kahne for six races in 2013 and five races in both 2014 and 2015. Previously, Time Warner Cable committed to sponsor four primary events per season from 2013 through 2015. A winner of two Sprint Cup races this year, Kahne has been featured in the high-profile “Enjoy Better” national brand campaign.
In addition, Time Warner Cable will be a primary sponsor of the No. 88 Hendrick Motorsports team with driver Dale Earnhardt Jr. for five events in 2013, including four during the Chase for the NASCAR Sprint Cup. The No. 88 Time Warner Cable Chevrolet SS will appear Sept. 7 at Richmond, Va., Sept. 15 at Joliet, Ill., Sept. 22 at Loudon, N.H., Oct. 6 at Kansas City, Kan., and Oct. 12 at Concord, N.C.
“We’ve been extremely happy with the results from our NASCAR initiatives,” said Jeffrey Hirsch, Time Warner Cable’s executive vice president and chief marketing officer, Residential Services. “The on-track performance of Hendrick Motorsports is well documented, but they’ve also put significant resources into building a world-class marketing operation. It’s been a team effort, and we’re seeing terrific exposure and return.”
As part of the new sponsorship agreement, Time Warner Cable will collaborate with Hendrick Motorsports’ sister company, Hendrick Automotive Group, as a marketing partner. The organizations will work together to develop marketing solutions specific to the automotive industry using Time Warner Cable product offerings.
“We are excited to expand our partnership with Hendrick Motorsports,” said Joan Gillman, Time Warner Cable Media’s executive vice president and chief operating officer. “With this relationship, we will work together with Hendrick Automotive Group to develop innovative marketing solutions that will be valuable to the entire auto industry. Our teams could not be more engaged to take full advantage of this proving ground with our multi-screen digital solutions and enterprise services that include research, production, promotions and client solutions.”
The partnership with Hendrick Motorsports, which promotes Time Warner Cable’s video and Internet services, began in 2006. It incorporated on-car branding for the first time in 2012.
“This is the second time in the last year that Time Warner Cable has expanded its commitment to Hendrick Motorsports and NASCAR,” said Rick Hendrick, owner of Hendrick Motorsports. “We’re now leveraging more of our assets, from both Hendrick Motorsports and Hendrick Automotive Group, to drive even greater value into what’s been a very effective program. It’s a terrific partnership that works on multiple levels.”
With the expanded Time Warner Cable relationship, all remaining primary sponsorship inventory for Kahne’s No. 5 Chevrolet SS team has been filled for the 2013 and 2014 seasons.