Elk Grove Village has sponsored a college football bowl game. Now, it is sponsoring a NASCAR car:
The Northwest suburban municipality — of Makers Wanted Bahamas Bowl fame — has inked a two-year marketing partnership with the Roush Fenway Keselowski Racing team that will enable it to affix its business marketing tagline, logo and brand to the No. 6 Ford Mustang stock car during the NASCAR Chicago Street race events next year.
The announcement was made during the ninth Made in Elk Grove Manufacturing & Technology Expo at the high school. The daylong exhibition, awards and networking event highlights businesses within the village’s sprawling industrial park — which the village has sought to promote through several unconventional marketing sponsorships. The town sponsored the college football bowl game in 2018 and 2019, plus three USA Olympic teams last year.
“Elk Grove Village is home to the largest industrial park in North America. We’re surrounded by incredible transportation options and our town works hard to make this a destination for businesses,” Johnson said in a statement. “Partnering with RFK for a marquee race allows us to reach a huge audience with a partner that shares a passion in American business and manufacturing.”
Suburbs continue to market themselves in order to stand out from the hundreds of other suburban communities with which they might be competing. Lots of suburbs could say they have industrial space, nearby transportation options, and are business friendly. Fewer might be able to say they have “the largest industrial park,” sit near O’Hare Airport, within such a busy region for railroad traffic, and right next to major highways, and offer exactly what Elk Grove Village can offer businesses. This branding effort will help highlight these distinctive features.
But, the big question is whether this broader exposure translates into increased business and development activity in the community. Will those watching Brad Keselowski zoom around a track visit makerswanted.org in large numbers or relocate their firms to the suburb? Is it enough that the suburb might have an increased status but no change in activity?