Race fans at Atlanta Motor Speedway, Bristol Motor Speedway and Charlotte Motor Speedway will have an opportunity to win future race tickets, prizes and sample a variety of Bold Rock products across a wide spectrum of craft beverage.
Bold Rock Hard Tea and Hard Lemonade also will be featured on the Performance Racing Network’s national radio broadcasts with the “Bold Move of the Race” as selected by PRN’s racing radio analysts.
Additionally, Bold Rock Hard Tea and Hard Lemonade will be awarding shoppers with VIP race experiences through a consumer sweepstakes at select grocery and convenience stores in the local race markets.
“Through this partnership with Speedway Motorsports, we will not only activate around race day but also connect with passionate and loyal race fans all season long. Racing is a bold sensory experience – the spine-tingling rumble of the engines, the sight of cars whipping around the track and the fun loving, thrill-seeking, and passionate fans captivated by this sport,” said Derek Detenber, Chief Marketing Officer of Artisanal Brewing Ventures. “Those fans are the perfect match for Bold Rock Hard Tea and Hard Lemonade with their bold flavor varieties and refreshing taste. These brands will satisfy on race days at the track or while watching at home on TV.”
“We are thrilled to welcome Bold Rock into our family of partners at Speedway Motorsports and are ready to introduce millions of race fans to their Hard Tea and Hard Lemonade products through our speedways and PRN,” said Kevin Camper, Speedway Motorsports chief sales officer. “This dynamic partnership is unique as it spans across our national radio network platform as well as our three Speedway Motorsports venues in the Southeast. Bold Rock will have a wide sports marketing platform to conduct its marketing activation in Georgia, Tennessee and North Carolina.”