— Nickelodeon (@NickelodeonTV) March 3, 2015
Nickelodeon announced Monday (March 2) that the NASCAR Sprint Cup Series race on May 9 at the Kansas Speedway will now be called the SpongeBob SquarePants 400.
With plans to reach the younger demographic, NASCAR will provide attractions for kids in the Kansas Speedway Fan Zone– including costumed character appearances and a SpongeBob SquarePants photo station.
Chief Marketing Officer and President of Consumer Products for Nickelodeon Group, Pam Kaufman, said:
The SpongeBob SquarePants 400 gives Nickelodeon the opportunity to expand its relationship with NASCAR, while working with a best-in-class track to give fans a unique, engaging, and high-quality race experience that the whole family can enjoy. Nickelodeon has embarked on some great initiatives with NASCAR over the last 10 years, sponsoring and participating in marquee racing events that have resonated with motorsports fans across the country.
In 2004, Nickelodeon and NASCAR partnered together for what was called Lowe’s Presents the SpongeBob SquarePants Movie 300 at Charlotte Motor Speedway; now known as the NASCAR XFINITY Series.
When you think NASCAR, you might think of rednecks and beer drinkers, but for this race we can expect smelly diapers and pacifiers.