NASCAR is no stranger to interesting sponsorships, but its latest announcement may raise the most eyebrows.
NASCAR announced Monday that the May 9 Sprint Cup Series race at Kansas Speedway will be called the SpongeBob SquarePants 400.
MORE: Jimmie Johnson runs away at Atlanta | Busch agrees to reinstatement terms | Earnhardt pleased with start to season
This is the logo for the SpongeBob SquarePants 400 (Kansas NASCAR race): pic.twitter.com/A0myZpJI2G
— Jeff Gluck (@jeff_gluck) March 2, 2015According to the NASCAR release, the weekend will go all out with “Bikini Bottom-themed activities and fun for the entire family.”
“The SpongeBob SquarePants 400 gives Nickelodeon the opportunity to expand its relationship with NASCAR.” Pam Kaufman, chief marketing officer and president of consumer products for Nickelodeon Group, said in a release. “Nickelodeon has embarked on some great initiatives with NASCAR over the last 10 years, sponsoring and participating in marquee racing events that have resonated with motorsports fans across the country.”
The release included a logo featuring a porous, yellow and presumably absorbent font along with everyone’s favorite two-toothed, fictional sponge character running with a checkered flag.
“I’m excited to partner with Nickelodeon for the SpongeBob SquarePants 400 on May 9,” Kansas Speedway president Patrick Warren said in a release. “This is a great opportunity for us to engage SpongeBob fans of all ages to racing with a great partner.”
Just one question: What’s in this for Patrick?