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Active
International Brokers NASCAR Sponsorships
Active International, headquartered in Pearl
River (NY), completed two sponsorships at this year’s Daytona 500
held in February.
Active’s efforts enabled the Ladies
Professional Golf Association (LPGA) to make its first venture into NASCAR
Nextel Cup sponsorship as the primary sponsor of A.J. Foyt Racing’s
#14 car.
Driven by Larry Foyt, the car featured images
of three prominent tour players—Laura Diaz, Cristie Kerr, and Natalie
Gulbis. The LPGA traded on its own sponsorship inventory which included
media and hospitality.
Their newly-acquired Jonny Cat brand was
featured on the hood of the Jimmy Spencer driven Ultra Motorsports #7
car. Oil-Dri obtained the sponsorship of the car with a combination of
cash and Active trade credits.
Oil-Dri Corporation is the world’s
largest manufacturer of cat litter, as well as a supplier of products
for the industrial, automotive, and agricultural markets.
Founded
in 1984, Active International employs 500 professionals in 17 offices
in the U.S. and around the world. A BarterNews cover story (issue #56)
interviewed the founders of the company, Alan Elkin and Art Wagner.
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