SOURCE: Bensussen Deutsch & Associates, Inc.

Bensussen Deutsch & Associates, Inc.

April 13, 2010 08:02 ET

BDA Named Official Promotional Licensee for NASCAR

Nation's Largest Brand Merchandise Agency(SM) to Drive NASCAR Sponsorship Activation

WOODINVILLE, WA--(Marketwire - April 13, 2010) - Bensussen Deutsch & Associates, Inc. (BDA), the nation's premier Merchandise AgencySM and the recognized leader in sports and entertainment merchandise activation, today announced it has been designated as an Official Promotional Licensee for NASCAR. BDA will work directly with NASCAR and NASCAR sponsors to develop and execute strategic campaigns to include branded licensed product, consumer promotions and other initiatives to maximize their presence in the sport.

"As a league, NASCAR has built a strong reputation in the market for working hand in hand with its sponsors to identify compelling ways to engage fans beyond the racetrack," said Blake Davidson, Managing Director, NASCAR. "After a rigorous evaluation process, NASCAR selected BDA because few companies have the proven track record of making programs work so effectively for such a broad array of sponsors. It was an added benefit that BDA already works directly with a majority of existing NASCAR sponsors."

BDA is uniquely positioned to help NASCAR sponsors connect with fans and achieve value from their NASCAR involvement by leveraging branded merchandise within business verticals that range from retail to sales promotions to e-commerce.

BDA's exclusive sponsorship activation model is designed to drive asset value through a mix of services that include a comprehensive marketplace analysis, campaign development, product sourcing, purchasing, warehousing, fulfillment and distribution services. The result is a proven return on the company investment. 

"All of us at BDA are thankful and excited for this opportunity. NASCAR represents one of the marketing world's most coveted opportunities for major brands to connect with the nation's largest base of passionate fans. They get it -- they recognize merchandise represents one of the most effective long-term strategies to activate sponsorships," said Jay Deutsch, CEO and co-founder of BDA. "We are eager to drive value for the 2010 season to help NASCAR sponsors connect with fans."

In addition to its partnership with NASCAR, BDA also serves as The Merchandise Agency for Major League Baseball (MLB), which will prove beneficial to NASCAR and offer many natural extensions.

The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for one of North America's premier sports. NASCAR is the No. 1 spectator sport -- holding 17 of the top 20 highest attended sporting events in the U.S and is the No. 2 rated regular season sport on television. NASCAR races are broadcast in more than 150 countries and 20 languages. NASCAR fans are the most brand-loyal in all of sports, and as a result more Fortune 500 companies participate in NASCAR than any other sport.

NASCAR consists of three national series (the NASCAR Sprint Cup Series, NASCAR Nationwide Series and NASCAR Camping World Truck Series), four regional series, and one local grassroots series, as well as two international series. Also, part of NASCAR is Grand-Am Road Racing, known for its competition on road courses with multiple classes of cars. NASCAR sanctions more than 1,200 races at 100 tracks in more than 30 U.S. states, Canada and Mexico. Based in Daytona Beach (Fla.), NASCAR has offices in New York, Los Angeles, Charlotte (N.C.), Concord (N.C.), Bentonville (Ark.), Mexico City and Toronto.

About BDA
Bensussen Deutsch & Associates, Inc. (BDA), the nation's first and only Merchandise AgencySM, provides marketing services and customized branded merchandise to Fortune 500 enterprises, major sports leagues and global entertainment holding companies. Clients come to BDA to extend their reach through custom branded-merchandise campaigns, integrated e-commerce marketing, and sports and entertainment sponsorship activation. Global brands such as Bank of America, Dell, GlaxoSmithKline, ExxonMobil, FedEx and Major League Baseball are but a few of the household names that rely on BDA to bring their marketing campaigns to life through merchandise. BDA attained the coveted Customs-Trade Partnership Against Terrorism (C-TPAT) certification in 2008 highlighting the company's advanced quality assurance practices for importing products from overseas. For more information on the power of merchandise, visit

Contact Information

  • Media Contact:
    Alana Morgan
    Barokas PR for BDA