The launch of a new marketing campaign, "Start Something with Sharpie", led HB&M Sports and Sharpie to begin a new sponsorship at Bristol in 2010.
Leveraging the start of all race weekend activity, Sharpie announced their new sponsorship – Sharpie Qualifying Day at Bristol. By strategically placing the campaign messaging within multiple activation elements, the race platform maximized exposure and awareness, thus encouraging fans to pick up a Sharpie and start something of their own. Activities include a fan interactive wall, a Sharpie Design Center, and a custom Sharpie designed motorcycle that took the first qualifying lap.
In 2011, Sharpie Qualifying day kicked off Bristol Motor Speedway's 50th anniversary weekend. Sharpie celebrated by creating a custom designed hood with fan autographs. Together, they left their mark on Bristol.