If you ask the Kansas Speedway and Nickelodeon, the name of this weekend’s SpongeBob SquarePants 400 makes perfect business sense.
You read that right. Nickelodeon’s most famous anthropomorphic sponge is the title sponsor of the NASCAR race set to take place Saturday at the Kansas Speedway in Kansas City, Kan.
It’s part of a new concentration on sports sponsorships by Viacom-owned Nickelodeon, which has launched partnerships with NASCAR, the National Football League and Major League Soccer in recent years.
Anthony DiCosmo, Nickelodeon’s vice president of sports marketing, said those deals help the sports organizations reach a new generation of fans. And, DiCosmo said, it puts the TV network’s characters and names in front of more than 70,000 fans at the race and many more viewing it on television.