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Sprint goes all-in on Unlimited

Updated: February 16, 2013, 8:14 AM ET
By Marty Smith | ESPN.com

Sprint's decision to sponsor the season-opening exhibition race at Daytona International Speedway on Saturday night was a no-brainer for its executive marketing staff. The company told ESPN.com it will spend no more money than was already allocated for the midseason Pit Crew Challenge -- and attendance, network television brand awareness and digital interaction they'll receive as a result is markedly higher.

Sprint sponsored the Pit Crew Challenge to add depth and relevance to the ...

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