WeatherTech Kicks Off IMSA Partnership With National Television Advertising

Subtitle:30-Second Spot To Air During National Morning News Programming

When WeatherTech was introduced as the new entitlement partner of the IMSA WeatherTech SportsCar Championship last August, increased levels of advertising and marketing activation featured prominently in the announcement.

Approaching the start of the 2016 WeatherTech Championship this weekend with the 54th Rolex 24 At Daytona, WeatherTech is delivering on that promise with a brand-new, 30-second national television advertisement promoting WeatherTech, the WeatherTech Championship and the Rolex 24 At Daytona. The national spot will debut Thursday during the “CBS This Morning” telecast in the 7-8 a.m. ET hour, and also will air on Friday during ABC’s No. 1 rated “Good Morning America” morning news program, again in the 7-8 a.m. hour.

“We could not be more pleased with WeatherTech’s strategy of building awareness for the IMSA WeatherTech SportsCar Championship and the Rolex 24 At Daytona,” said IMSA CEO Ed Bennett. “In David MacNeil (WeatherTech Founder and CEO) and his team, we have an enthusiastic partner in a leading role to support further building positive momentum for both WeatherTech and the WeatherTech Championship brand. This national television ad campaign is one of many early examples of where they are doing exactly that. This is a fantastic, high-value example of how to best officially launch our partnership for the 2016 season.”

WeatherTech began promoting its entitlement partnership with IMSA last fall through television and print advertising. The print ads have appeared in nearly 200 different publications. Additional print and national television advertisements will be rolled out as the season continues.

“It is fitting that we accelerate our branding of the IMSA WeatherTech Championship the week of the 54th running of the Rolex 24 At Daytona,” said WeatherTech’s MacNeil. “Everyone at WeatherTech is excited about the upcoming season and the opportunity to expand the fan base of sports car racing through different media channels. I am positive that the partnership with IMSA will be good for my company, IMSA and sports car fans across North America.”

A link to the 30-second TV advertisement is available here.

The 54th Rolex 24 At Daytona is the first event to be held at Daytona International Speedway upon the completion of the $400 million DAYTONA Rising project. The Rolex 24 At Daytona weekend also includes the BMW Performance 200, the opening round of the IMSA Continental Tire SportsCar Challenge, on Friday at 1:45 p.m.

Television coverage of the Rolex 24 begins Saturday at 2 p.m. ET on FS1.