BrandSource sponsors NASCAR racer
By Tom Edmonds -- Furniture Today, February 10, 2002
Anaheim, Calif. — Associated Volume Buyers with fly its BrandSource flag on a NASCAR racer this week at the Daytona 500.
The buying group will be lead sponsor of the No. 92 car, driven by Robert Pressley and owned by Mark Melling.
"Mark and his team have a long history of success and being tough competitors," said Bob Lawrence, executive director of AVB/BrandSource. This is just like our BrandSource stores. We have been in business for a long time, and compete everyday in the tough retail arena."
AVB, which has 1,400 members and is building BrandSource into a national retail brand for appliances, electronics and furniture, will spend more than $250,000 to sponsor the Melling Dodge at Daytona. AVB hasn't decided whether to sponsor the car through the rest of the NASCAR Winston Cup season, said Mike Allen, AVB's furniture director.
"In terms of impressions, this is one of the best vehicles out there, if you'll pardon the pun," said Allen. "Nearly 50% of NASCAR fans are women. You're definitely getting a lot of television exposure. Our customer is mid-America, and mid-America likes NASCAR."
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