Former William Morris Agency Vice President Kathy Armistead Olen has launched Atticus Brand Partners, aiming to be a link between artists and companies looking for sponsorship and endorsement opportunities. At William Morris, Olen worked with Chevrolet, KFC and Anheuser-Busch, among others.
A month after co-sponsoring the winning car at the Indianapolis 500, Scott Borchetta has deepened his involvement with events at the Indianapolis Motor Speedway, signing his Big Machine Label Group on as the presenting sponsor of the upcoming Brickyard 400 NASCAR race. As part of the deal, a number of Big Machine artists will be featured at events around the track on race weekend.
SEE ALSO: Borchetta’s recent partnership with Mike Curb to support racing at the Nashville Fairgrounds Speedway
Music Row impresarios Mike Curb and Scott Borchetta have signed on to sponsor the Nashville Fairgrounds Speedway for the next two years, which gives the historic track some financial stability and the label heads the chance to promote their artists as well as their passion for racing. (Both sponsored 2011 Indianapolis 500 winners Dan Wheldon and Bryan Herta Autosport.)
In the works, Smiley said, are potential promotions, giveaways and future national anthems sung by artists represented by the sponsors, as well as post-racing concerts. Clients of Big Machine Records include Taylor Swift, Rascal Flatts and Steel Magnolia.
Curb Records and Big Machine Label Group scored big this past Sunday at the Indianapolis Motor Speedway when Dan Wheldon won the 100th anniversary of the Indianapolis 500. Both Mike Curb — a longtime sponsor of various IndyCar teams — and Big Machine boss Scott Borchetta were represented on Wheldon's engine cowling.
“Growing up a racer, this is the ultimate win, the ultimate race highlight and just one of the best racing experiences of my life. To share it with my family, my label and all the incredible people involved with driver Dan Wheldon as well as Bryan Herta and his race team was a dream come true. One of the best days ever,” said Borchetta.
Baker said that if he could secure $1 million in sponsorship funds — considered a bare minimum for a team in NASCAR’s second-tier series — Baker Curb Racing could win this year’s Nationwide Series championship. “This is a Super Bowl team, and we could bring home the championship to Tennessee,” he said. “Look what we were able to do last year with a team that was only three-quarters funded: Greg Biffle almost won several races for us. We were that close.”SEE ALSO: Details of Baker Curb's struggles to get to proper funding in 2010