RICHMOND – Richmond Raceway has announced an extension of its sponsorship agreement with Go Bowling and the bowling industry, including title sponsorship of the track’s fall NASCAR XFINITY Series race on Sept. 21.
The Go Bowling 250 will mark the start of the XFINITY Series playoffs and will be the first playoff race in track history. The race also will mark the grand opening of Richmond Raceway Reimagined, the track’s $30 million infield redevelopment project.
The Professional Women’s Bowling Ass’n Tour Championship also returns to the Richmond Raceway Complex to launch Richmond’s fall race week. The PWBA’s pinnacle event will be held Sept. 16-19 in the historic Old Dominion Building at Richmond.
“Go Bowling has been a valued partner in motorsports and Richmond Raceway, so we welcome them as the entitlement sponsor for our fall NASCAR Xfinity Series race,” said Richmond Raceway President Dennis Bickmeier. “We worked with the PBWA and Go Bowling to host the PWBA Tour Championship during last fall’s race week and our partnership grew through that experience. We look forward to continuing to work together to unite the community of bowling and motorsports fans in Richmond.”
Go Bowling was recently named the entitlement sponsor of the Go Bowling at The Glen Monster Energy NASCAR Cup Series race at Watkins Glen Int’l. The brand has been an entitlement sponsor at Kansas Speedway and Pocono Raceway in the past, as well as a sponsor for several teams at various levels of the sport.
“Our sponsorships and activations around racing have proven to be very effective at reinforcing the bowling brand among consumers,” said John Harbuck, president of Strike Ten Entertainment, the marketing arm of the bowling industry. “The PWBA Tour Championship held last year during race week at Richmond, along with the placement of bowling lanes as part of the fan experience, was well received. We look forward to expanding our relationship with Richmond Raceway with the sponsorship of the 2018 Go Bowling 250 NASCAR Xfinity Series race.”
Go Bowling is the consumer-facing brand of the bowling industry. Its website, GoBowling.com, is the go-to site for consumers to learn more about the sport of bowling, including information about 1,700 bowling centers around the country.
Richmond Raceway and the bowling industry first partnered to host the PWBA Tour Championship in 2017. As part of the partnership, four bowling lanes were installed in the historic Old Dominion Building and following the PWBA Tour Championship, the lanes were open for fan experiences over the race weekend.
The lanes will return for fan engagement for the Go Bowling 250, as well as the Federated Auto Parts 400 Monster Energy NASCAR Cup Series playoff race.
“Richmond provided a tremendous setting for the players, bowling fans and racing fans last year,” said Shannon O’Keefe, who won the 2017 PWBA Tour Championship for her first major title. “We had the opportunity to take part in an exciting week of bowling and racing, and I know all of the players will be focused on earning a trip to the PWBA Tour Championship to compete as part of another fantastic week for sports fans.”
CREDIT: Richmond Raceway