Nickelodeon is the entitlement sponsor of the race, which will take place Saturday. The weekend surrounding the event will see a host of Bikini Bottom-themed activities including a Nickelodeon Kids Zone, appearances from "SpongeBob SquarePants" costume characters and a "SpongeBob SquarePants" photo station.
A raft of top-tier licensees have created co-branded product for the event including:
Fanatics for men’s, women’s and youth graphic t-shirts and hoodies;
Delta for baseball caps;
Wincraft for credential holders and lanyards, can coolers, drinkware and magnets;
McArthur Towel & Sports for infant bibs; and
Tervis for branded tumblers.
Items will be available trackside at the Kansas Speedway and are also available now on the Nascar online store.
"I have a great appreciation for the aesthetic of SpongeBob. The character's positive outlook and the show's vibrant colors have inspired
SpongeBob will also appear on the paint schemes of five NASCAR Sprint Cup drivers' cars: David Ragan in the No. 55 Aarons/SpongeBob SquarePants Toyota Camry; Greg Biffle in the No. 16 Cheez-It/Patrick Star Ford Fusion; Casey Mears in the No. 13 Squidward Tentacles Chevrolet SS; Ty Dillon in the No. 33 Circle Sport Racing/Plankton Chevrolet SS and Michael McDowell in the No. 95 WRL/Larry the Lobster Ford Fusion. Racer Ben Kennedy will also join in on the fun when he takes out his No. 11 Local Motors/SpongeBob SquarePants Toyota Tundra for the NASCAR Camping World Truck Series race at Kansas Speedway on Friday.
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