Wal-Mart Kicks Off Race Time In Dover

JULIE GALLAGHER

DOVER, Del. — Real stock racing car displays and racing simulator machines revved up excitement with NASCAR fans at Wal-Mart stores here last week.

The parking lot festivities, along with reduced prices on NASCAR T-shirts, racing flags and tailgating food and beverages from Pepsi, Budweiser and Kraft, coincided with NASCAR's Sprint Cup Series, May 13-15 at the Dover International Speedway.

Wal-Mart's fan events are part of “Race Time.” Launched in February, it's the largest retail promotion in NASCAR's history, involving the sale of exclusive NASCAR merchandise and discount ticket packages for select Sprint Cup Series races at 1,500 Wal-Mart stores.

Select locations offer four race tickets, four hot dogs, four beverages and one race program for $99, a savings of about $100, according to Wal-Mart.

The retailer has offered NASCAR merchandise for years, but expanding its partnership with the stock car racing circuit made sense given the demograpics both serve.

Experian Consumer Research finds that nearly nine in 10 NASCAR fans shop at Wal-Mart stores.

“Wal-Mart customers are among the biggest NASCAR fans, and NASCAR fans are Wal-Mart shoppers,” spokesman Ravi Jariwala told SN. “We're excited to work together to expand our offering and provide great Race Time experiences in stores and for the track.”