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    PHOTO GALLERY: Pilot Flying J Gets Revved

    Retailer uses NASCAR race to promote Battle at Bristol sponsorship.

    By Linda Lisanti, Convenience Store News

    BRISTOL, Tenn. — The wheels are turning at Pilot Flying J as the travel center and travel plaza operator gets ready for its title sponsorship of the Battle at Bristol, an iconic college football game taking place Sept. 10 at Bristol Motor Speedway.

    The game will pit the Tennessee Volunteers vs. the Virginia Tech Hokies. With a projected attendance of 150,000, the game is expected to break the all-time attendance record for a college football game, which currently stands at 115,109.

    As CSNews Online previously reported, Pilot Flying J, North America’s largest travel center/plaza operator, sees this sponsorship as an opportunity to position it as a destination of choice in the industry. The Battle at Bristol sponsorship also complements Pilot Flying J's current sponsorship of NASCAR Sprint Cup Series driver Michael Annett's No. 46 car.

    On the weekend of April 16-17, Annett's No. 46 car sported a custom Pilot Flying J Battle at Bristol paint scheme as it raced in the Food City 500 event at Bristol Motor Speedway. Pilot Flying J also used the race weekend to hold retail activations aimed at putting the brand on the map to the consumer, extending beyond the professional driver community.  

    Headquartered in Knoxville, Tenn., Pilot Flying J has more than 650 retail locations that serve more than 1.3 million customers daily.

    Click above to see photos from the race weekend.

    By Linda Lisanti, Convenience Store News
    • About Linda Lisanti Linda Lisanti is editor-in-chief for EnsembleIQ's Convenience Store News. In this role, she is responsible for content development across all of CSNews' print and online properties, with a specialty in coverage of the foodservice category in convenience stores. Lisanti has more than 13 years of experience in the journalism field. After working as a reporter for several daily newspapers, she joined CSNews as a staff writer in August 2005 and held senior writer, senior editor and executive editor positions before becoming editor-in-chief in August 2014. Lisanti has a bachelor’s degree in communications/journalism from Rowan University.

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