The right "fit".
The Subway brand is the world's largest sandwich chain, with over 34,000 locations around the world offering consumers a way to “Eat Fresh” with nutritious and healthy choices. These brand attributes align very well with Roush Fenway driver Carl Edwards. On track Edwards is known as a champion whose energy extends beyond the checkered flag to his trademark post-win backflip off the racecar. Off the track, Edwards is just as well known for his fitness regimen and healthy eating habits that land him on the cover of fitness magazines and in interviews about his lifestyle, including CNN's Fit Nation. No wonder he's been selected for the President's Fitness Council.
Seamless brand integration.
NASCAR, unlike other sports or entertainment marketing opportunities, provides an outlet for brands that is inseparable from the event itself. The drivers, racecars and the pit crews all wear their brands prominently during races. So prominently in fact, that they are literally unavoidable. So when Subway is the primary sponsor for Edwards and his No. 99 team, the Subway brand is actually performing with the team, not merely making impressions from the sidelines, but creating deeper, emotion-based fan connections. Away from the race and the track, Edwards, the branded racecar and the crew uniforms continue to connect with people through driver appearances, show car events, point of purchase materials and in advertising.
Two things make all this work very well for Subway and other Roush Fenway sponsors. First, Roush Fenway drivers and staff have honed their media relations and fan interaction skills to be second nature. The fact that our drivers genuinely love being around the fans, almost as much as the fans do them, also helps tremendously. Second, Roush Fenway is not just a race team but the world’s leading motorsports marketing organization, offering everything a sponsor needs to take full advantage of their sponsorship and driver association.