Two race cars in front of Kroger


BMG has been an integral partner in securing primary sponsorship with NASCAR teams that drive incremental revenue for participating Kimberly-Clark brands such as Kleenex, Scott Products, Huggies and more. To support sponsorship efforts, BMG provided reliable transportation of NASCAR show cars to key retailers and events across the US and Canada. BMG executed over 4,000 events and managed as many as six (6) show car tours simultaneously. BMG coordinated over 30 hospitality events annually for Kimberly-Clark with 25-300 guests attending the events.

The Challenge

Kimberly-Clark needed a trusted partner to help utilize their involvement in NASCAR to drive sales and equip them with the necessary assets to drive incremental revenue. They also needed help with negotiating sponsorship deals with the appropriate NASCAR team and utilizing their race team sponsorship to drive incremental business while increasing brand awareness. In addition, they sought high-quality experiences for the Kimberly-Clark sales team and key retail partners while visiting NASCAR tracks through hospitality programs.

The Solution

For several years, BMG provided mobile product sampling tours for Kimberly-Clark brands that included 53’ stage trailers, 48’ display trailers, ATV sampling units and several hundred brand ambassadors. Additionally, at the height of the Kimberly-Clark Hospitality Program, BMG managed over $175,000 in ticket sales, negotiated over $100,000 in hospitality and suite space, $75,000 in catering expenses, and hosted over 1,500 guests on an annual basis.

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