NEW YORK — VIBE Magazine has announced its entrée into motorsports with the launch of a partnership project with Revolution Racing in support of NASCAR’s Drive for Diversity Program.
The program kicks off at the 2011 NASCAR Toyota All-Star Showdown, the sport’s premier short-track racing showcase at Toyota Speedway in Irwindale, Calif. on Jan. 28-29. The multi-platform partnership will include VIBE-branded signage on the car to be driven by racing sensation Darrell Wallace Jr., a strong brand presence at the track as well as extensive editorial coverage in VIBE and on www.vibe.com. Both nights of racing will air live on SPEED.
Revolution Racing fields 10 race teams in the NASCAR K&N Pro Series and the NASCAR Whelen All-American Series, as well as a youth racing development program. Revolution Racing’s drivers are chosen from hundreds of applicants in a combined-style tryout camp in an effort to find the next female or minority racing sensation.
Darrell Wallace Jr. was the first race winner of the 2010 NASCAR K&N Pro Series East campaign and earned the NASCAR K&N Series East Rookie of the Year in his first season as a 16-year-old. Wallace will look to become just the second driver to win the NASCAR Toyota All-Star Showdown following his rookie season.
With driver Sergio Pena behind the wheel, Revolution Racing qualified on the pole for the 2010 NASCAR Toyota All-Star Showdown in its debut race as a team. Pena finished a close second to NASCAR Sprint Cup star Joey Logano after 225 hard-fought laps.
“VIBE is proud to support Revolution Racing’s initiatives in providing a platform for minority drivers to further their aspirations,” said Brett Wright, chief creative officer of VIBE Lifestyle Network, the parent company of VIBE magazine. “VIBE magazine’s involvement as a sponsor speaks volumes to growing presence of minorities in racing, not only as participants, but as fans,” said Max Siegel, Revolution Racing’s CEO.
The move further represents NASCAR’s efforts to reach the urban demographic.
