DISH Network will appear in NASCAR-related advertising on ESPN properties under the terms of a multi-media deal signed between the sports network and the satellite provider, according to MediaWeek.
The deal will have DISH Network appearing to NASCAR fans in several ways. It will sponsor the new ESPN Icon that will provide TV viewers with more information on the race in progress. A trailer branded as the ESPN's DISH TEch Center will appear at all racetracks hosting Nextel Cup and Busch Series races from NASCAR.
There will also be traditional ads from DISH that will run during race broadcasts on all ESPN networks, including ABC, as well as on ESPN radio and within ESPN The Magazine.
The deal is seen as a way to closely integrate the advertiser across all media in a way that made the ads almost inescapable and create a connection between the company and the race in the mind of the viewer.
