The green flag has dropped on a new era in marketing for Jockey International, Inc. with its recent signing of a two-year major sponsorship with Dan Gurney's All American Racers (AAR) for 1997 and 1998.

Jockey International joins lubricant specialist Castrol as a major sponsor of Gurney's Toyota-powered team, featuring drivers Juan Manuel Fangio II and PJ Jones.

While Jockey has a history in sports marketing with Babe Ruth, Ty Cobb and Jim Palmer as company spokespersons, the Jockey-AAR partnership brings Jockey into automobile racing as a sponsor for the first time in the company's storied 121-year history. Founded in 1876 by Samuel T. Cooper, Jockey is recognized for inventing the men's brief in 1934. The "Genuine Jockey" line of products was expanded to include women's products in 1982.

"Jockey is proud to be associated with Dan Gurney and All American Racers in this new venture because AAR has an outstanding history in the auto racing business and shares our company's spirit for innovation and quality," says David R. Drescher, Jockey vice president of marketing/advertising. "This sponsorship meets Jockey's marketing objectives due to CART's broad-based appeal in the consumer marketplace, and allows us to reach our target audience to strengthen awareness and recognition of the Jockey brand."

AAR, founded in 1965, returns to competition March 2 when the 1997 PPG CART World Series opens its 17-race international schedule with the Marlboro Grand Prix of Miami presented by Toyota in Homestead, Fla.

"We are very enthused about our new relationship with Jockey because it brings the recognized, popular Jockey brand with its long and successful history into our sport," says Gurney. "Samuel Cooper started Jockey before the first gasoline-powered automobile race ever took place on this earth. We have a long way to go to catch up! All in all, this sponsorship feels like a great fit, and we aim to make more history this year and beyond."

Source: CART News Service