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Q&A
with Lance Smith
President
of JLS Motorsports
December 11, 2007
Cross-promotion is one of sports marketing’s most powerful tools, and few do a better job of it than JLS Motorsports. Over the past year, the company has brought together NASCAR with partners such as Whiskey Falls and Comic Relief. The results have been startling. In 2008, JLS plans to continue pursuing cross-promotional partnerships. Lance Smith spoke to us about how the company got its start and where it’s headed.
LOGO!: JLS has come a long way since its launch in 1999. What was your vision for the company?
Lance Smith: JLS was developed from a vision to provide a facility that could help people reach their dreams of becoming part of a NASCAR team. I started in the motorsports industry in 1966 with Holman and Moody in Charlotte, North Carolina. Later, I moved on to research and development for Carroll Shelby. Probably most notable was my work with Penske Racing, building the famed Porsche 917-10 Can Am racecars. We won championships with George Follmer and took the 1972 Indianapolis 500 with driver Mark Donahue. In the following years, I advanced my career and expertise working with Formula One, Trans Am, pro Stock and NASCAR teams.
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LOGO!: Speaking of NASCAR, your NASCAR Super Late Model #48 show car program has been a great success. Tell us about it.
Lance Smith: Through our NASCAR Super Late Model #48 program, we’re introducing sponsors to the public and the public to NASCAR. Companies that we’re working with include Toys “R” Us, Babies “R” Us, JP Morgan Chase Manhattan Bank, and Prolong. JLS had a big season with our #48 NASCAR Super Late Model in 2007.
Now, we are proudly coming back to the Sports Licensing & Entertainment Marketplace and Tailgate • Picnic Show to reveal our new and powerful 2008 NASCAR Super Late Model NASCAR. We’re excited to have the support of our partners, Whiskey Falls, who is known as the official band of tailgating. They released their self-titled debut album in the fall of 2007. During the past year, Whiskey Falls performed at over 150 radio stations and played over 200 live concerts.
Comic Relief—which since 1986 has been an invaluable force in enhancing the lives of individuals and families throughout our country—is another partner. We applaud Billy Crystal, Whoopi Goldberg, Robin Williams and everyone associated with Comic Relief for their dedication and allegiance to such a noble cause.
LOGO!: Who else is on board for 2008?
Lance Smith: KaBe Clothing, for one. After several years of hard and honest work, the company is analyzing the feasibility of moving its headquarters to the U.S.—all this with the best intentions of being even closer to their clients and letting them know that they are growing!
Die-Cast Promotions has continued to expand its Sports Art Die-Cast division, which features MLB – MLBPA and collegiate licensed die-cast products. DCP will be launching a historic new line of Harley Davidson sports motorcycles at the 2008 Sports Licensing & Entertainment Marketplace.
I also want to acknowledge the show itself. The people there are a great group and really professional.
LOGO!: JLS is also working with the American Tailgaters Association, right?
Lance Smith: Yes. ATA was created to celebrate
and recognize the community contributions of tailgaters,
promote education and safe tailgating practices, and provide
mechanisms for tailgaters to give back to their communities
via volunteer initiatives and strong relationships with
leading charitable organizations. We’re eager to expand
our promotional work with ATA.
LOGO!:
Why have your cross-promotional efforts
been so successful?
Lance Smith: First of all, the NASCAR name is incredibly strong. That’s the lead-in. NASCAR allows us to put people together in the right places. Everyone we’ve brought on board buys into the program. That helps open doors that we could not have opened otherwise. Those networking opportunities are invaluable. Ultimately, we’re able to create new partnerships, expand into new markets, reach a wider range of consumers and generate revenues in many different areas.
