Congratulations to our client Pilot Flying J – as well as our partners Bristol Motor Speedway and ESPN – for being selected by SportsBusiness Journal/Daily as a finalist for the Event of Year as part of the annual Sports Business Awards. The winner of the prestigious award will be announced during a ceremony on Wednesday, May 24, 2017, at the New York Marriott Marquis at Times Square. The Pilot Flying J Battle at Bristol featured Virginia Tech and Tennessee competing in the infield of the historic Bristol Motor Speedway in front of a Guinness World Record 156,990 fans.

Pilot Flying J, headquartered in Knoxville, Tenn., utilized the Battle at Bristol to help launch its first-ever national advertising and branding campaign. The full-year activation included ESPN integration, on-campus promotions, cross-promotion at Bristol races, in-store promotions and an engagement program for thousands of Pilot Flying J team members.

Sports Event of the Year Finalists
Pilot Flying J Battle at Bristol
2016 Copa America Centenario Knockout Round
2016 Indianapolis 500
2016 Ryder Cup
2016 World Series
World Cup of Hockey 2016