WATKINS GLEN, N.Y. – Watkins Glen International and Go Bowling officials announced Go Bowling as title sponsor of the Monster Energy NASCAR Cup Series race at The Glen starting this season.
The Go Bowling at The Glen race will headline a NASCAR tripleheader weekend also featuring the NASCAR XFINITY Series and NASCAR K&N Pro East Series, Aug. 2-5.
“We are thrilled to welcome Go Bowling to the Watkins Glen International family with the entitlement agreement,” WGI President Michael Printup said. “Having grown up outside of Buffalo, I know just how popular bowling is around our state. While I’ve never quite bowled a 300, our team has done just that with this partnership.”
Go Bowling is no stranger to NASCAR, as the brand was recently a partner of Kansas Speedway, another ISC facility, along with a number of teams at various levels of the sport. As part of its multi-year agreement with The Glen, Go Bowling will receive naming rights to the race that will be featured on network television (NBC), a plethora of promotional opportunities, and an emphatic presence on one of the largest midways in the sport, complete with two fully-operational bowling lanes.
“Through our experience in race sponsorships at Kansas, Pocono, and now at Watkins Glen International, we have found that the demographics of race fans and bowlers are strikingly similar,” said Strike Ten Entertainment President John Harbuck. “Partnering with The Glen gives us a tremendous platform to promote bowling, the number one participatory sport in the United States, through on-site activations and a national TV and radio audience.”
To support its entitlement sponsorship, Go Bowling will run advertising on NBC during the race broadcast, create social media and bowling league promotions targeting race fans nationwide and implement significant on-site activities for those attending the race.
“Watkins Glen is known for its passionate fan base and for being one of the largest camping-oriented races in NASCAR,” added Harbuck. “From setting up fully-working bowling lanes to hosting special celebrity guests, we will definitely have a commanding Go Bowling brand engagement presence in the midway.”