KANNAPOLIS, N.C. – Go Bowling, the consumer brand of the bowling industry, will partner with Stewart-Haas Racing in both the Monster Energy NASCAR Cup Series and the NASCAR Xfinity Series this year.
Go Bowling will leverage SHR’s presence in both divisions to promote the sport of bowling.
Go Bowling will first serve as the primary sponsor of Aric Almirola’s No. 10 Ford during the Go Bowling at The Glen Monster Energy NASCAR Cup Series race at Watkins Glen Int’l on Aug. 5, before taking primary placement on Cole Custer’s No. 00 Ford for the Go Bowling 250 NASCAR Xfinity Series race at Richmond Raceway on Sept. 21.
“Our racing partnerships have proven to be very effective at reinforcing the bowling brand among consumers,” said John Harbuck, president of Strike Ten Entertainment, the marketing arm of the bowling industry. “This new endeavor with Stewart-Haas Racing and primary sponsorships of its teams during our two NASCAR race weekends at Watkins Glen and Richmond allows us to drive tremendous top-of-mind awareness for bowling by reaching a huge audience with similar demographics.”
Go Bowling is also an associate sponsor of the No. 10 team and Almirola throughout the 2018 season, with signage on the B-post of the No. 10 Smithfield Ford Fusion and on the team’s transporter, pit equipment and uniforms.
“Bowling and racing line up well together,” said Almirola, who has represented Go Bowling and its initiatives since 2013. “It’s a great team-building sport. Whenever we have some free time during the racing season, me and the crew will get together and go bowling. It’s a sport that brings your family and friends together too. My kids love it. We always have a great time when we go bowling.”
Go Bowling’s partnership with Custer and the No. 00 team at Richmond coincides with the Professional Women’s Bowling Association (PWBA) Tour Championship.
The PWBA’s pinnacle event is Sept. 16-19 in the historic Old Dominion Building at Richmond, giving bowling exposure throughout the race week.
“Like racing, bowling is a great sport, but it’s one everyone can play,” Custer said. “We’re proud to be associated with the bowling industry and we look forward to a great weekend on the track and on the lanes.”