Yellow Transportation will be title sponsor of this year’s Busch race at Kansas Speedway.
Overland Park-based Yellow Transportation announced Tuesday that it will return as title sponsor of the Yellow 300 NASCAR Busch Series race on Sept. 30 at Kansas Speedway.
James Welch, president and chief executive officer of Yellow, cited several factors in why his company sponsors the Busch race and the No. 00 Chevrolet driven by Johnny Sauter.
“Our customers love it,” said Welch. “We have about 300,000 customers, so any time we can do something that our customers enjoy, that’s something that is good for our company.”
Yellow will entertain between 300 and 500 customers during the race weekend, and Miller said those who come to the races “give us about three and a half times the business that our normal customers do.”
“Secondly, our employees really like racing,” said Miller, whose company has been a NASCAR sponsor since 1998. “We have about 24,000 employees, and we’ve done surveys that indicate a vast majority of our employees do follow racing and understand why we race.
“It’s a way to build esprit de corps and pride in our company. … And third, anything we can do to build our brand is important to our company.”
Kansas Speedway president Jeff Boerger welcomed the return of locally owned Yellow, which began its Busch series sponsorship last year.
“When we moved into the area, we wanted to partner with Kansas companies, because the Kansas taxpayer has a lot invested in this project, and we wanted to make sure the return on that investment is positive,” Boerger said.
No comments:
Post a Comment