AAA reaching for young fans with NASCAR
AAA Mid-Atlantic has agreed to a multi-year sponsorship of Richard Childress Racing’s Austin Dillon. As part of the sponsorship, they’ll give Dillon exclusive paint schemes of the iconic No. 3 car at three races this season. AAA spokespersons said the sponsorship will help them reach a new, lucrative, young fan base.
Just three weeks ago, AAA announced they’ll be the title sponsor of the AAA 400 Drive for Autism in Dover on May 15.
AAA will serve as a primary partner of the Chevrolet SS driven by Austin Dillon in the NASCAR Sprint Cup Series for select races in 2016, beginning with the spring race weekend at Richmond International Raceway on Sunday, April 24. The organization will serve as a major associate partner on the No. 3 Chevrolet for the duration of the season.
AAA will also have primary placement on the No. 33 Chevrolet Camaro driven by Sunoco Rookie of the Year contender Brandon Jones in the XFINITY Series race at Kentucky Speedway on July 8.
“While AAA has been a sponsor in motorsports for a number of years, Richard Childress Racing is a staple within the NASCAR community and we feel strongly that partnering with a legendary team owner in Richard Childress and solid, young stars such as Austin Dillon and Brandon Jones will impact fans and potential consumers in a meaningful way,” said Berni Koch, CEO for AAA Mid-Atlantic. “The opportunity to work with the RCR team to help reach the millions of NASCAR fans, many of whom are also AAA members, just makes sense for us.”
In addition to their partnership with RCR, AAA’s initiatives in 2016 include title sponsorship of the AAA Track Takeover prior to the start of the Sprint Cup Series race at Richmond International Raceway on Sunday, April 24 and title sponsorship of the AAA 400 Drive for Autism at the Dover International Speedway Sprint Cup Series race on Sunday, May 15.
“We’re thrilled to partner with an iconic brand in AAA,” said Richard Childress.