I Hate Steven Singer – There have been many unusual team sponsors in NASCAR’s 63 year history, but none so enigmatic as the financial support behind Nationwide Series driver Mike Wallace’s No. 01 Chevrolet. The car simply states: I Hate Steven Singer.

The sponsorship is part of a low-budget, reverse-psychology ad campaign begun by the owner of a jewelry store located in downtown Philadelphia. Steven Singer oversees a very active online business with a history of innovative marketing. At the age of 22, Singer became the youngest merchant on Philadelphia’s famous Jeweler’s Row when he opened an 8x8-foot store.

The negative branding campaign was Singer’s brainchild, which was made popular by area radio personalities and Howard Stern. His website, www.ihatestevensinger.com, is advertised on Sirius radio with a one-line commercial featuring race car engine sounds and a voiceover declaring hatred for Singer. The jeweler even went as far as to close his store one day and paid someone to come write graffiti on it. Every media outlet in town covered the story.

It must be working. Since the car debuted at Dover, Steven Singer Jewlers’ web traffic has doubled nearly every week.


Charlotte Joins NASCAR’s Tree Planting Program – Charlotte Motor Speedway has joined NASCAR’s Clean Air Tree Planting Program, through which NASCAR donates 10 trees for every green flag that starts or restarts a designated race. For example, if eight green flags are thrown during Saturday’s Bank of America 500, 80 trees will be planted within the Charlotte area.

Speedway Children’s Charities is coordinating with several local organizations that will receive the trees, including Thompson Child & Family Focus; YMCA Camp Thunderbird; Central North Carolina Council, Boy Scouts of America; Davidson-Cornelius Child Development Center; Communities in Schools of Rowan County; Inclusion Based After School Enrichment Program for Children with Autism; Siskey YMCA; McCrorey YMCA; In Reach NC, Barium Springs Home For Children; Lancaster Children's Home; Cotswold Elementary School; Salvation Army; Boys & Girls Club of Greater Charlotte; and GHA Inc.