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The Dish on NASCAR

July 22, 2007 9:00 PM

A&E is working with EchoStar Communications’ Dish Network to reach out to the NASCAR demographic. This year, Dish Network is a primary NASCAR sponsor, with Dish All-Star drivers from the Roush Fenway race team already bringing in a number of victories this season. Dish has been sharing its cars with programmers and other partners, and when the Pennsylvania 500 is run Aug. 5 at Pocono Raceway, the "Dog the Bounty Hunter" logo will be zooming along on Greg Biffle’s car. A&E also will have trackside sign­age, and commercials for "Dog" will air over the raceway’s Jumbotron. "It’s a perfect opportunity to promote ‘Dog Days of Summer’ and to tap into the NASCAR demo, which perfectly aligns with ‘Dog’s’ target audience," said Jennifer Ball, VP of affiliate marketing for A&E and the History Channel. "We just saw it was a great fit."
—Jon Lafayette

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