LANSING – Officials at the Michigan Economic Development Corporation will take several weeks to quantify just how successful their sponsorship of Sunday’s Pure Michigan 400 NASCAR race at Michigan International Speedway was, but all early indications are positive.

“It was fabulous,” said George Zimmermann, vice president for Travel Michigan, part of the MEDC. “This was all about brand and getting it out there to NASCAR fans. I believe it was a success.”

Monday morning, Zimmermann said a quick Google news search showed more than 900 stories from across the country were written that mentioned the Pure Michigan 400.

“Our primary reason for doing this was to continue to build the Pure Michigan brand nationally,” he said. “I feel pretty good that we accomplished that.”

He said they will take their time in deciding whether to sponsor another NASCAR race at Michigan International Speedway, but said he received many positive comments throughout the weekend about the state’s involvement.

Governor Rick Snyder, Lt. Governor Brian Calley, Secretary of State Ruth Johnson, MEDC President and CEO Michael Finney, U.S. Sen. Debbie Stabenow (D-Lansing) and U.S. Agriculture Secretary Tom Vilsack were all on hand Sunday.

The MEDC paid nearly $1 million for the sponsorship out of its corporate funds.

Not only was the Pure Michigan label everywhere at MIS on Sunday, driver Greg Biffle won the pole with his Pure Michigan Ford and led the most laps during the race, ultimately finishing 20th.

Zimmermann said team owner Jack Roush paid to apply the Pure Michigan label to the car at no cost to the state.

“What you saw on Biffle’s car was Jack Roush’s love for the state,” he said.

Zimmermann said the site consultants that were invited who were representing businesses looking for new locations enjoyed themselves, and even had a chance to go to victory lane after the race.

But the real work took place on Monday when those consultants met with CEOs at locations around the state to discuss potential deals, he said.

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