Sponsoring a NASCAR race remains a good “fit” for Save Mart Supermarkets, as many of the products represented in their stores also sponsor professional racing teams and over 40% of NASCAR’s fan base is female and have children under 18. Save Mart with their suppliers have built fun, innovative promotions providing savings for race fans and brand recognition for the stores. Store activities attracting NASCAR fans and potential new shoppers include driver and show car appearances, race ticket packages and collect and win consumer games and contests.
Save Mart Supermarkets is a privately-owned Northern California and Northern Nevada grocery chain operating 226 stores under the Save Mart, S-Mart Foods, Lucky, Maxx Value Foods and FoodMaxx banners with 4.3 billion in annual revenue and 17,000 associates.
In 1992 owner Bob Bob Piccinini signed a contract with then Sears Point Raceway in Sonoma, California for the name title of the NASCAR Winston Cup race. Bob’s interest in cars and racing goes back to his childhood days in Manteca when his father owned a car dealership.
The first Save Mart 300 NASCAR Winston Cup set the tone for success when the Save Mart car won the Saturday Southwest Tour race and the Kodak car, one of Save Mart’s race sponsors, driven by Ernie Irvan won the Sunday Winston Cup race. Then the average crowd on Sunday was 20,000. The first year Save Mart sponsored the event the attendance doubled and now attendance hovers at 100,000, which will include next weekend’s race at Sonoma Raceway entitled the Toyota / Save Mart 350.