American Heritage International announced today that it will sponsor Bauman Racing in the biggest off-road race in the United States: the upcoming General Tire Mint 400. The sponsorship kicks off the company’s ‘Spirit of America’ marketing campaign.
The General Tire Mint 400 will return to Las Vegas, Nevada, from Wednesday, March 12th through Sunday, March 16th. The Mint 400 will feature three days of pre-race festivities in the heart of downtown Las Vegas, followed by the most challenging and thrilling off-road race of the year.
“Last year the event was broadcast on the SPEED Channel (Now Fox Sports 1) to 78 million homes and re-aired an average of eight times throughout the year, making it the most watched desert off-road racing program in North America,” said Anthony Sarvucci, American Heritage’s CEO. “We are expecting similar exposure for our American Heritage brand in this year’s race.”
The Bauman Racing/American Heritage Race Car will be on display for viewing before and after the race at American Heritage’s sponsored tent location. American Heritage representatives will be there in person give away gift packs and talk about the company’s premium brand of electronic cigarettes.
Anthony Sarvucci, CEO of American Heritage, said, “Our primary target consumers are long time blue collar smokers who love smoking but understand that their health and lifespan may dramatically decrease by continuing their habit. By sponsoring a local racing team in such a high profile event, we believe this targeted value-based advertising is money well spent.”
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