Sun Sentinel Palm Beach Edition
Name doesn’t make any census
With any naming rights agreement within sports or business, the chief goal is to increase brand awareness for the paying sponsor.
In the case of the new name for NASCAR’s Xfinity Series race in South Florida — well — it will get people’s attention.
On Thursday, NASCAR announced that the March 21 race at Homestead-Miami Speedway will be named the 2020CENSUS.GOV 300.
The timing at least makes sense. A population census is taken every decade in the United States, and the 2020 Census will aim to count everyone in the country as of April 1. Households will be able to respond online, by phone or by mail starting on March 12.
“The Census Bureau is excited about this opportunity to partner with NASCAR and HomesteadMiami Speedway as we raise awareness about the importance of the 2020 Census and why it is easy, safe, and important to respond,” said Dr. Steven Dillingham, Director of the Census Bureau, in a press release.
The Xfinity Series is NASCAR’s top minor league, seen mainly as a proving ground for the Cup Series. However, veteran driver Dale Earnhardt Jr., who recently opened a new restaurant at Fort Lauderdale-Hollywood International Airport, headlines the field at the 2020CENSUS.GOV 300, which will be televised nationally on FS1.
NASCAR’s visit to HomesteadMiami comes in March this year in a change to the schedule. The races here had previously been run in mid-November as the final event of the season.
Last year’s Xfinity Series race at Homestead-Miami was called the Ford EcoBoost 300. The name of the Cup Series race here has also changed, from the Ford EcoBoost 400 to the Dixie Vodka 400. It will be run March 22, with the NASCAR Gander RV & Outdoors Truck Series race to be held March 20.
Whether its a stadium, a bowl game or a race, if fans don’t remember the sponsor’s name, then the financial investment was a failure. While the majority of these names are fairly straightforward — AmericanAirlines Arena and BB&T Center, for example — strange ones frequently tend to pop up, especially with bowl games and races.
The Bad Boy Mowers Gasparilla Bowl. The Cheribundi Tart Cherry Boca Raton Bowl. Weird, but memorable!
The 1000Bulbs.com 300 is the unofficial champion of awkwardsounding NASCAR races, but Homestead-Miami Speedway is now giving it a run for its money.