DALLAS – 7-Eleven hopes to score big with its new multi-year sponsorship agreements that now extend to 18 professional sports organizations and venues, including the Chicago Bears, Dallas Cowboys, Washington Redskins, Miami Heat, Los Angeles Lakers, New York Yankees and Chicago Cubs. In addition to its ongoing sponsorship of Indy Racing League (IRL) Team 7-Eleven Driver Tony Kanaan of Andretti Green Racing, 7-Eleven has added events at the Texas Motor Speedway and in St. Petersburg, Florida, to its motor sports portfolio. Some of these agreements were announced earlier this month. 

While customized by market, every sponsorship agreement is built around radio and television advertising, venue signage, coupon distribution at events for proprietary 7-Eleven fresh-food products and beverages, and a 7-Eleven presence on the team Web sites.

“7-Eleven customers are sports fans, and vice versa,” Doug Foster, 7-Eleven vice president of marketing, said in a press release. “Our research shows that one of the top ways our core customers spend their leisure time is attending or watching sports events. I can’t think of a better way to reach them than to support their hometown team and favorite past-time. These local sports sponsorships reflect 7-Eleven’s Retailer Initiative strategy that focuses on merchandising and developing new fresh foods to meet taste preferences of various regions of the country where we have stores."