Nickelodeon today announced that it will serve as entitlement sponsor of the NASCAR Sprint Cup Series race on Saturday, May 9 at Kansas Speedway dubbed the SpongeBob SquarePants 400.
“The SpongeBob SquarePants 400 gives Nickelodeon the opportunity to expand its relationship with NASCAR, while working with a best-in-class track to give fans a unique, engaging and high-quality race experience that the whole family can enjoy,” said Pam Kaufman, Chief Marketing Officer and President of Consumer Products, Nickelodeon Group. “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.”
“I’m excited to partner with Nickelodeon for the SpongeBob SquarePants 400 on May 9,” said Patrick Warren, Kansas Speedway President. “This is a great opportunity for us to engage SpongeBob fans of all ages to racing with a great partner.”
Also at the speedway, attendees will be able to enjoy some pre-Mother’s Day fun in the Nickelodeon Kids Zone, which will be located in the Kansas Speedway Fan Zone. The area will feature appearances from the SpongeBob SquarePants costumed characters, a SpongeBob SquarePants photo station and more.
Nickelodeon has a long-standing relationship with NASCAR, teaming up with the motorsports giant on several programming and racing events. On the track, the network has sponsored the SpongeBob SquarePants Movie 300 at Charlotte Motor Speedway in Concord, NC in 2004; participated in the Bank of America 500 week in 2012; and brought the Teenage Mutant Ninja Turtles to the Atlanta Motor Speedway for the NASCAR XFINITY Series and NASCAR Sprint Cup Series races in 2014. NASCAR has also contributed talent and content to Nickelodeon programming such as the Kids’ Choice Awards (Danica Patrick, 2012 and 2013), Kids’ Choice Sports Awards (Danica Patrick, 2014), Team Umizoomi (Jeff Gordon, 2012), Hammer Down (2014) and an upcoming Bubble Guppies episode (Jimmie Johnson, premiering in 2015).
Since its launch in July 1999, SpongeBob SquarePants has become the most-watched animated program with kids age 2 – 11 for more than 13 consecutive years. Over the past several years, it has averaged more than 100,000,000 total viewers each quarter, across all Nickelodeon networks. As the most widely distributed property in Viacom history, SpongeBob is seen in over 185 countries and translated in more than 50 languages. The character-driven cartoon chronicles the nautical and sometimes nonsensical adventures of SpongeBob, an incurably optimist and earnest sea sponge, and his undersea friends.