Save Mart synonymous with Sonoma Raceway

Save Mart Supermarkets is revving up its marketing efforts with a multi-year agreement to co- sponsor the annual NASCAR Sprint Cup Series race at Sonoma Raceway.

Save Mart Supermarkets’ status as either title or co-title sponsor of the annual Cup event in Sonoma is one of the longest runs in all of NASCAR Cup racing. The new agreement is for five years, extending through 2020. First partnering with the raceway in 1992, Save Mart will celebrate its 25thanniversary as a race sponsor in Sonoma in 2016.

“Our relationship with Sonoma Raceway has become part of the Save Mart culture. We’re thrilled to extend this tradition for several years to come,” said Nicole Pesco, co-president and chief strategy and branding officer of Save Mart.

New for 2015, Save Mart will debut the Save Mart/Lucky Breaking Zone during race weekend. This all-new fan display will be the hub of social media activity, including a place for fans to charge their phones, take a picture in the photo booth and share race-day memories. Fans will also enjoy Q&As with drivers and NASCAR personalities, music and more.

“This partnership has evolved and grown in so many ways over the years, but it still boils down to both companies delivering consistent value to NASCAR fans, grocery shoppers and to the outstanding team of Save Mart, Lucky and FoodMaxx employees,” said Steve Page, Sonoma Raceway president and general manager. “We are dedicating this season to Bob Piccinini with whom this partnership originated, and we look forward to carrying Bob’s legacy forward in the years to come.”

Save Mart served as title sponsor of the NASCAR Cup event from 1992-1997. It has combined with partners as co-title sponsor of the event since 1998. The event has been known as the Toyota/Save Mart 350 since 2007.

Save Mart employs over 16,000 team members and operates 217 traditional and price impact stores under the banners of Save Mart, Lucky, FoodMaxx, S-Mart Foods, and Maxx Value Foods.