RaceTrac is the official convenience-store chain of the National Football League’s Atlanta Falcons and Major League Soccer’s Atlanta United. The Atlanta-based company announced its multi-year partnership agreement with the teams’ owners, AMB Sports and Entertainment (ABSME), Tuesday.
RaceTrac will have a digital branding presence both inside and outside of Mercedes-Benz Stadium, where the Falcons and Atlanta United play, throughout the upcoming seasons. When an opposing team misses a field goal during a Falcons home game this season, fans in attendance can visit any participating Georgia RaceTrac location with their game ticket the next day for a free slice of RaceTrac pizza.
- RaceTrac is No. 15 on CSP’s 2023 Top 202 ranking of convenience store chains by store count.
RaceTrac will also contribute to community engagement programming that reaches local schools, youth and families across the state of Georgia, the company said. In partnership with AMBSE, it will present the “Freddie Falcon Dirty Bird” shows at local schools. The pep-rally style show guides students through programming, sharing insightful lessons and recognizing students and teachers for their leadership, RaceTrac said.
“With our deep roots in Georgia and RaceTrac’s focus on community engagement, this opportunity allows us to build and grow a strong relationship with AMBSE through our shared hometown commitment and the brand following of both the Atlanta Falcons and Atlanta United,” said Melanie Isbill, chief marketing officer at RaceTrac. “Our own research has long indicated our guests share similar civic interests and loyal support for both teams. We are eager to collaborate in meaningful ways to bring the best experiences to our guests and those in our local communities.”
RaceTrac will also sponsor Atlanta United’s annual youth soccer camps in June and July.
“We believe our partnership with RaceTrac will generate value and excitement for our fans and guests,” said Debbie Slingerland, senior director, sponsorship sales, AMB Sports and Entertainment. “It’s also important for us to work with a partner who has a shared passion for giving back to the Atlanta communities and we look forward to a wonderful collaboration with RaceTrac across our portfolio of businesses.”
RaceTrac has more than 570 c-stores in Alabama, Georgia, Florida, Kentucky, Louisiana, Mississippi, Texas and Tennessee.
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