Smithfield Foods is increasing its sponsorship of Petty Motorsports by 50%. With the sponsorship, Smithfield has seen significant increases in sales of its Smithfield, Eckrich, Farmland, Swaltney and Nathan's brands in the weeks before and after NASCAR races. "We are seeing big changes in our reputation as a consumer brand. We have validated the ability of the team and the sport to connect our brand and products both to fans and customers. It translates to sales at the finish line, which for us is the cash register," said Smithfield Chief Executive Officer Larry Pope.
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