Catchfence

Sands and Gendle will work to bring new sponsorship into NASCAR

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“Sands and Gendle understand the scope of NASCAR and how it can help organizations in need of awareness,” said Co-Owner of Yates Racing, Max Jones. “Their passion for auto racing complements our mission to bring sponsors to the forefront of the sport. Both Sands and Gendle have seen the industry from many perspectives and have built an impressive sponsorship roster here at Yates. We’re excited to see our business initiatives grow.”

Sands joined Roush Fenway Racing in 2001 after excelling in numerous areas of motorsports marketing. Sands experience ranges from Phoenix’s Firebird International Raceway, New York-based Cohn & Wolfe where he oversaw Pennzoil NASCAR Sprint Cup Series program, and Coors Brewing Company’s Cup Series endeavors. At Roush Fenway Racing, his responsibilities included securing primary sponsorships as well as developing specialized, integrated marketing communication programs that make such sponsorship programs profitable to the client.

Gendle joined Roush Fenway’s marketing team after a four-year tenure with Raycom Sports. At Raycom, Gendle developed sales and marketing strategies for regional television coverage of both basketball and football in the Atlantic Coast Conference and Southeastern Conference. His motorsports experience began at Elevation Motorsports where he worked with clients like General Mill, UPS and Masterfoods USA.

Both Sands and Gendle will work for Yates Racing in Concord, N.C. Together they will work to establish new relationships with companies previously not involved in the sport and build upon Yates Racing’s business initiatives. Sponsorships already secured for the 2009 season include Menards, Ask.com, DLP and Academy Sports + Outdoors.

 ABOUT YATES RACING

 Yates Racing currently operates three motorsports teams in the NASCAR Sprint Cup Series. Formerly known as Robert Yates Racing, the team is owned by Doug Yates, who took the reins after his father, Robert Yates, retired following the 2007 season. In 2008, Doug partnered with Max Jones; a former road racer and long-time race team championship General Manager. During Yates Racing’s 21-year tenure in the NASCAR Sprint Cup series, the organization has earned a total of 57 wins, 49 poles, 270 top-five finishes, 433 top-ten finishes, and a NASCAR Sprint Cup Series Championship. In 2009, Hall of Fame Racing has teamed up with Yates Racing to field the No. 96 Ford Fusion in the NASCAR Sprint Cup Series.

Yates Racing, Press Release