Cabela’s sponsors NASCAR Busch race at MIS
Cabela’s and Michigan International Speedway are coming together in the fast-paced world of auto racing.
Cabela’s, the “World’s Foremost Outfitter” for nearly 40 years, will be the title sponsor of the NASCAR Busch Series, Grand National Division race Saturday, August 17, at Michigan International Speedway (MIS).

The announcement was made at a press conference on Friday, April 12 at Cabela’s, where the official pace car also was unveiled. The event took place indoors, near the entrance to the store.

The “Cabela’s 250” is scheduled for 125 laps at the historic MIS two-mile super-speedway as part of a weekend doubleheader of NASCAR action. The Pepsi 400, presented by Farmer Jack NASCAR Winston Cup Series race, takes place Sunday, August 18.

All seating for the Cabela’s 250 will be sold on a reserved basis with children 12 and under admitted free.

Tickets for the Cabela’s 250 will be available for purchase at Cabela’s as well as from MIS.

The NASCAR Busch series takes place in 23 states, with races in each region of the country.

“We are extremely excited to welcome this quality, family-owned business to sponsor this event,” said MIS President Brett Shelton. “Families come to MIS to enjoy racing and families come to Cabela’s to enjoy the outdoors.”

He added that in 2001, Cabela’s was the state’s largest tourist attraction, and MIS sponsored the state’s two largest sporting events.

“We are proud and excited to carry the Cabela’s brand into 2002,” said Mr. Shelton.

MIS has a one-year agreement with Cabela’s to sponsor the race, with an option for another two years.

Cabela’s will have marketing opportunities at MIS, and there will be shuttles going back and forth between the track and the Dundee store. A campground at MIS has been renamed “Cabela’s Camp-ground.” The campground has 1,100 campsites.
This is not Cabela’s first foray into auto racing. Last year, Cabela’s sponsored a race car driven by Robert Presley at Daytona.

“For several years, Cabela’s has been exploring a way to get involved in motor sports,” said Greg Golab, manager of the Dundee Cabela’s.

“What’s exciting to us is the loyalty of fans of MIS, and Cabela’s also has a loyal customer base. It’s very exciting to us and we fell that NASCAR people are real outdoors people— Cabela’s people,” Mr. Golab said. “This is a way to reach our everyday customers and get involved with thousands of potentially new customers. We’re really excited to be in the Cabela’s 250.”

Mr, Shelton said, “Cabela’s is a world-renowned merchandiser whose retail stores are not just for selling merchandise but are a family attraction on their own. That’s what makes this relationship so natural. We both have unique properties that are centered around family entertainment.”

He added, “The neat thing is that 50 percent of our customers already get the Cabela’s catalog, and now they can see the Cabela’s race and come to the Cabela’s store. They’ve gotten the catalogs in the mail for years and now they can see it in person.”

Later, Mr. Golab explained that Cabela’s plans to make the Cabela’s 250 a week-long event with special events scheduled at the store.

He said one of the main inspirations to get involved with MIS came when a Rusty Wallace autograph session had 5,000-6,000 people waiting in line, wrapped around the exterior of the store.

“One guy brought a smacked-up old Rusty Wallace hood for him to sign, and people had tires, and all sorts of things,” said Mr. Golab.

Since the Dundee store’s opening just over a year ago, more than 6 million visitors have gone through its turnstiles, making it the state’s largest single tourist attraction.

“We have been looking closely at the motor sports market for a few years,” said Kevin Werts, Director of Cabela’s Promotions. “With the opening of our largest store in Dundee, which is 30 miles from Michigan International Speedway, the opportunity to sponsor this race seemed like a perfect fit. We’re very excited about the doors this partnership could open.”

Cabela’s also has plans to construct a 150,000-square foot complex in Kansas City near Kansas Speedway, which is owned by MIS’ parent company, International Speedway Corporation.

International Speedway Corporation is the largest owner of racetracks in the country. The company owns 12 speedways nationwide, said Mr. Shelton. The raceetracks nclude Daytona and Talladega. The company currently promotes more than 100 events annually.