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CHARLOTTE, N.C. — Circle K will serve as a first-time sponsor for Speed Street, a three-day festival in Charlotte that features appearances by top NASCAR Sprint Cup Series drivers and celebrities, an assembly of NASCAR show cars and simulators, live music and exhibits for all ages. Circle K is replacing Food Lion as sponsor, reported the Charlotte Observer.
The sponsorship is currently slated for just one year, but it could become a long-term partnership, according to company and event officials.
Speed Street marks the first time Circle K has sponsored such a major event, and was made possible in part by the merger of Circle K parent company The Pantry Inc. with Alimentation Couche-Tard Inc., parent company of Kangaroo Express Inc., said Circle K Advertising Manager Meredith Hull.
"There's going to be a lot of energy and growth opportunity with Speed Street that we can relate straight back to the Circle K and Kangaroo partnership and the strength that they bring not only with their brand, but with their vendors," stated Jay Howard, president of the 600 Festival Association, the nonprofit organization that produces Speed Street. "It is the absolute perfect partner for an event like this."
Circle K is currently working out details regarding special offerings for Speed Street attendees, such as contests and giveaways.
Now in its 21st year, Circle K and Kangaroo Speed Street presented by Coca-Cola will take place May 21-23 in uptown Charlotte. It is free to attend. In 2014, approximately 400,000 people visited Speed Street throughout the event weekend.