Derrick Cope Gains Sponsors

Four Sara Lee brands to sponsor Bahari, Cope CHARLOTTE, N.C. (Jan. 12, 1999) Derrike Cope and Bahari Racing welcomed Jimmy Dean, Bryan, State Fair and Rudy's Farm onto the NASCAR Winston Cup Series scene with a bang Tuesday. In an extravaganza ...

Derrick Cope Gains Sponsors

Four Sara Lee brands to sponsor Bahari, Cope

CHARLOTTE, N.C. (Jan. 12, 1999) Derrike Cope and Bahari Racing welcomed Jimmy Dean, Bryan, State Fair and Rudy's Farm onto the NASCAR Winston Cup Series scene with a bang Tuesday. In an extravaganza worthy of Las Vegas, the No. 30 Pontiac team and the four brands from the Sara Lee Corporation announced one of the most innovative sponsorship packages in the sport's history.

Jimmy Dean will be the primary brand in 19 races, including the season-opening Daytona 500, Feb. 14 at Daytona International Speedway. Bryan will be featured in eight races, beginning with the 400-mile race Feb. 21 at North Carolina Speedway in Rockingham. State Fair Corn Dogs will be the primary sponsor in six races as well as The Winston Open, and will debut March 7 at Las Vegas Motor Speedway. Rudy's Farm will appear once, in the season-ending NAPA 500, Nov. 21 at Atlanta Motor Speedway. The four Sara Lee brands were associate sponsors on the No. 30 in 1998.

Bahari and Sara Lee revealed not only the plans for the brand rotation, but also the four paint schemes the cars will carry. The event, hosted by ESPN's Benny Parsons and Matt Yocum, featured flashing lights, pumping music, a shower of balloons, confetti, and much more.

Each car has a two-tone paint scheme designed by renowned NASCAR artist Sam Bass. With the exceptions of the colors and the logos on the hoods, the schemes themselves are nearly indentical. The Jimmy Dean car is black and gold, the Bryan car is black and red, the State Fair car is blue and yellow and the Rudy's Farm car is blue and white.

Cope, known as one of the most business-savvy drivers on the circuit, was delighted with the unusual campaign.

"This event is indicative of just how special this sponsorship program really is," Cope said. "I'm honored to be associated with Jimmy Dean, Bryan Foods, State Fair and Rudy's Farm and this unique four-part sponsorship.

"This is the most innovative concept that I have seen and I think that it is going to be a model for corporations in the future. It's truly exciting to be on the cutting edge of sponsorship programs like this and I'm proud to be a part of this team."

The program is not completely unprecedented, but it is the first time such a plan has been marketed in this way. The Cartoon Network has consistently rotated various shows on its cars, but each new show is a surprise until it is unveiled. General Mills rotated several of its brands on the No. 26 last season, but that car was marketed primarily as the Cheerios car.

The four brands will rotate as primary sponsors on Rider's Pontiacs in 1999, moving up from associate status in 1998.

"Bryan, Jimmy Dean, State Fair Corn Dogs and Rudy's Farm all got a taste of NASCAR Winston Cup racing last year and they all wanted to take a bigger bite in 1999," said Jerry Laner, Sara Lee Group CEO. "We're excited to be affiliated with team owner Chuck Rider and driver Derrike Cope because they work as hard for a sponsor away from the track as they do on the track. We believe our sponsorship is one fans will find unique and exciting."

"Bryan, Jimmy Dean, State Fair Corn Dogs and Rudy's Farm are all excited about marketing their brands through racing in order to sell more products," Rider said. "They're all going to play a tremendous part in allowing Derrike to run at the front this season. We're intent on giving these companies the desired return on their investment."

Rider is entering his 12th season as owner of Bahari Racing. His teams have won five Bud Poles, posted 69 top-10 finishes and accumulated more than $7 million in prize money. The team had a disappointing 1998 for a variety of reasons, finishing 40th in owner points -- only Rider's second time outside the top-25.

However, hopes are high at Bahari for 1999, not only because of the sponsorship but because of Cope's health. The veteran driver was injured for much of 1998, but says he has almost fully recovered.

"I feel pretty good," Cope said. "I still have a little soreness in my shoulder, but it typically stretches out. Through working out, I think I've gotten back to where I was. Really, I do feel good. I've lost some weight, I really feel like I'm ready to get back in the race car.

Source: NASCAR Online

shares
comments
BuckShot Crew Chief Hospitalized
Previous article

BuckShot Crew Chief Hospitalized

Next article

BUSCH: Jack Roush Announces World Headquarters in N.C.

BUSCH: Jack Roush Announces World Headquarters in N.C.
Load comments
How Larson took the long way round to NASCAR Cup glory Prime

How Larson took the long way round to NASCAR Cup glory

From villain to hero, Kyle Larson had to reach his lifelong goal the hard way and go through a very public shaming after a ban for using a racial slur, but his talents shone long before his name grabbed the headlines...

NASCAR Cup
Nov 10, 2021
How NASCAR is gearing up for its "biggest change" in 2022 Prime

How NASCAR is gearing up for its "biggest change" in 2022

It’s not just Formula 1 that’s set for upheaval in 2022, as the NASCAR Cup series adopts its Next Gen cars that will cast any in-built advantages aside and require teams to adopt a totally new way of operating. Far more than just a change of machinery, the new cars amount to a shift in NASCAR's core philosophy

NASCAR Cup
Oct 12, 2021
Why Bubba Wallace’s Talladega win is such a big moment for NASCAR Prime

Why Bubba Wallace’s Talladega win is such a big moment for NASCAR

Bubba Wallace claimed his maiden NASCAR Cup Series at Talladega on Monday to become the first Black victor in the category since Wendell Scott in 1963. Both Wallace and Scott had faced obstacles and racism in their paths to their breakthrough wins, and NASCAR is trying to put it right with its range of diversity programmes

NASCAR Cup
Oct 5, 2021
Why NASCAR's most resilient driver has landed on his feet at 23XI Prime

Why NASCAR's most resilient driver has landed on his feet at 23XI

In a career that has had many ups and downs, Kurt Busch has been written off many times before. But facing career uncertainty after the sale of Chip Ganassi's NASCAR team, the 2004 Cup champion has found a new berth at Denny Hamlin and Michael Jordan's 23XI organization - which underlines his enduring value

NASCAR Cup
Aug 31, 2021
From the archive: Dale Earnhardt’s final Autosport interview Prime

From the archive: Dale Earnhardt’s final Autosport interview

The death of Dale Earnhardt in the 2001 Daytona 500 shocked NASCAR to the core. At the Daytona 24 Hours, two weeks before his fatal accident, ‘The Intimidator’ shared his expectations of challenging for an eighth Cup title with JONATHAN INGRAM, in an article first published in the 15 February 2001 issue of Autosport magazine. Little did we know then what tragedy would unfold…

NASCAR Cup
Feb 18, 2021
The lasting NASCAR legacy after Dale Earnhardt’s death Prime

The lasting NASCAR legacy after Dale Earnhardt’s death

On February 18, 2001, seven-time NASCAR Cup champion Dale Earnhardt – the fearless ‘Intimidator’ – was in his element at Daytona International Speedway. While his own DEI team’s cars ran 1-2 towards the finish line, his famed #3 Richard Childress Racing Chevrolet Monte Carlo was playing rear gunner to block any late runs from the chasing pack. As the cars tore through Turns 3 and 4 on that fateful final lap, Earnhardt maintained the strongarm tactics that encapsulated his persona… but his actions in those moments sadly proved to be his last.

NASCAR Cup
Feb 18, 2021
Inspired by Pitbull, the “revolution” sweeping through NASCAR Prime

Inspired by Pitbull, the “revolution” sweeping through NASCAR

The NASCAR Cup Series is changing. Whether it be the gradual morphing out the seasoned drivers of yesterday as the next generation step up, a radical calendar shake-up featuring more road courses than ever before and the prospect of an all-new car on the horizon, stock car racing’s highest level is nearing the end of a huge facelift.

NASCAR Cup
Feb 16, 2021
The NASCAR storylines to watch out for in 2021 Prime

The NASCAR storylines to watch out for in 2021

This weekend's Daytona 500 kickstarts a NASCAR Cup season that promises plenty of intrigue courtesy of new owners and a refreshed calendar. Here's what you need to know ahead of the new season…

NASCAR Cup
Feb 13, 2021