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Situation

Shell sought financial relief in the amount of $1.2 million from its marketing sponsorship with Hendrick Motorsports on behalf of its subsidiary Quaker State.

Approach

Midas issued a payment to Hendrick Motorsports on behalf of Shell, and placed planned media for Pennzoil. Midas guaranteed to deliver the media based on the network and programming guidelines provided by its agency MediaCom.

  • $1.2 million relief from sponsorship
  • Ability to redeploy dollars for other marketing initiatives
  • Received same quality media

Results

Shell’s overall cash obligation to Hendrick Motorsports was reduced, and Shell was able to redeploy dollars to other marketing initiatives. Shell received quality media, accountable seamless delivery, as well as an auditable and easily tracked schedule.