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Dillard High grad’s team wins NASCAR promotions contest


Stephanie Lockhart’s dedication to NASCAR has paid off. The Fort Lauderdale native and 2006 Dillard High grad and her fellow Howard University students have won the NASCAR Kinetics program’s Spring 2010 Case Study Competition.

The contest pitted teams in the NASCAR Kinetics program -- which is akin to an internship in which they learned about promoting and marketing the stock car racing circuit -- at six universities with the grand prize being a trip to the NASCAR Sprint Cup Series All-Star week next month in Charlotte, including garage tours, pace car ride, and pre-race and victory lane access. The competing colleges were Howard in Washington, DC, Notre Dame, Coastal Carolina University, Clark Atlanta University, Central Michigan University and Winston-Salem State University.

The students worked on case studies all involving NASCAR promotion and marketing with the final project being holding a race-viewing party. With help and goodies from M&Ms, sponsor of Kyle Busch's No. 18 M&M's Toyota and creator of M&M's Most Colorful Fan of NASCAR contest, the students were to arrange and promote the viewing parties on-campus. The groups were judged on their success and creativity at hosting their parties.

The Howard group managed to win, even though the Texas race scheduled for April 18 was delayed a day due to rain.

NASCAR said the Howard group stood out for incorporating M&Ms eating and colorful fan face painting contests, a NASCAR educational component and live entertainment.

They encouraged students to attend their party with this commercial.

Here you can watch video footage from their party:

Categories: Advertising (79), Auto Racing (42), Promotions (120), Sponsorship (101)


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About the author
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
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