TARRYTOWN, N.Y. — NASCAR's Dale Earnhardt Jr. has signed on as a Goody's spokesman, Prestige Brands Holdings announced Tuesday.
Earnhardt Jr. will join Goody's longtime spokesman, Richard "The King" Petty, in a new multi-media campaign beginning in early 2013. Goody's Powder will be the title sponsor for the Goody's Fast Relief 500, the Oct. 27 Sprint Cup Series race at Martinsville Speedway in Virginia. Goody's will also continue its longstanding tradition of sampling the product at racetracks and bring Earnhardt Jr. and Petty together for personal appearances.
"This partnership is unprecedented," stated Joseph Juliano, brand director, Goody's. "It is the first time that these two NASCAR legends have worked together. Each of them has a huge fan base and they are both synonymous with the sport of auto racing."
A third-generation NASCAR driver and 2004 Daytona 500 winner, Earnhardt has won the National Motorsports Press Association Most Popular Driver Award for the past 10 years in a row. Petty has more NASCAR wins and championships than any driver in NASCAR history. A Hall of Fame inductee, Petty won 200 races and finished 712 times in the top 10, and was nicknamed "The King" after winning the Daytona 500 and the NASCAR national championship seven times each.
The campaign will also feature a significant retail component that will include special events, in-store promotions and contests, and sampling of Goody's headache powders via a specially branded mobile unit.
In 1977, Goody's became the first non-automotive sponsor in NASCAR when it signed Petty as spokesperson, starting one of the longest-running relationships in sports promotion, Prestige Brands noted.
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