Roush Fenway Racing

A fast start.

Cargill, the largest private company in the United States and an international producer and marketer of food, agricultural, and industrial products and services partnered with Roush Fenway in 2010 to engage new and existing retail channels and drive sales at the store level for their Blackwell Angus Quality Beef brand. Through a combination of incentives, special packaging and POP and licensed merchandise, Blackwell Angus quickly exceeded their initial sales goals – another case study of NASCAR fans showing their loyalty to team partners by quickly responding to a primary sponsorship through the purchase of products and merchandise.

Performance on track = Performance in the marketplace.  

Cargill’s partnership with Roush Fenway also benefits from the disproportionate amount of coverage given to Roush Fenway’s top-tier drivers, in particular driver Trevor Bayne. Roush Fenway’s penchant for spotting and developing young talent has earned the team 13 Rookie-of-the-Year titles in NASCAR’s three divisions over the past 16 years, with each high performing season benefiting that team's sponsors with a fast-growing fan base, extended network coverage and premium media opportunities.

According to Ivan Brown, brand manager for Cargill Angus programs, "We've experienced solid growth through the Blackwell Angus beef partnership with Roush Fenway in 2010," adding that it has led to a higher level of engagement with both retailer customers and consumers. Brown developed and used an ROI model to demonstrate the program's value, leading to the decision to not only continue with Roush Fenway, but also expand the number of races in which they participate.