07 May 2007

NASCAR Cooks! Mario Helps!

NASCAR is creating a brand extension for its food-related licensees and sponsors -- NASCAR Cooks! -- that will bring them together as part of a uniform selling platform.

Dyer [NASCAR's vice president of licensing], anticipates that noted chef Mario Batali, who wrote "Mario Tailgates NASCAR Style," will figure into NASCAR Cooks!.

First Mario publishes a book about tailgating. Then he endorses a line of Progresso frozen pasta products. What's next for America's best-know Italian chef?

And do I really need cooking advice from NASCAR?

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