Wednesday, April 11, 2007

Alltel working to overcome NASCAR sponsorship limits

This story is a little out dated, but worth noting I think.

It's safe to say that Samira Zebian, Alltel's director of sponsorship marketing, will be pulling for the underdogs in the NCAA Tournament. It's a role she knows well.
As the first-year chief of Alltel's sponsorship on Ryan Newman's No. 12 Dodge, Zebian went into the year knowing her company had limitations because of Sprint Nextel's position as title sponsor on NASCAR's Cup Series.

Rather than butt heads with NASCAR's top partner, she centered a program on an online promotion, television advertising and driver appearances, which has kept Alltel out of the recent quagmire of turf wars over NASCAR exclusivity (Cingular vs. Sprint Nextel and Sunoco vs. Shell).
The "My Circle 500" promotion, which launched last month, already has generated more response than any of Alltel's football- or basketball-themed promotions, Zebian said. Specific numbers weren't available.


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