Two of the most unlikely companies to join forces, have done just that. NASCAR has teamed up with Vibe
Magazine for a major promotion in hopes to attract fans of the Hip-Hop culture. The Vibe brand will appear on driver Darrell Wallace Jr’s race car in return for extensive editorial coverage in support of NASCAR’s Drive for Diversity program. In efforts to assist with funding of female and minority drivers, NASCAR created the Drive for Diversity program in 2004. They recently combined their funding efforts with Revolution Racing, which chooses drivers from hundreds of applicants in a tryout camp (which Darrell is apart of). Vibe will begin to cover Revolution Racing in print and on the web.
The Cheif Executive Officer Max Siegel of Revolution Racing (Wallace’s race team) said the following about the venture…
“Vibe magazine’s involvement as a sponsor speaks volumes to the growing presence of minorities in racing, not only as participants, but as fans,”
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