Nickelodeon, New York, recently announced that it has joined with Kansas Speedway to sponsor its NASCAR Sprint Cup Series race — the SpongeBob SquarePants 400 — which will be held May 9.

“The SpongeBob SquarePants 400 gives Nickelodeon the opportunity to expand its relationship with NASCAR, while working with a best-in-class track to give fans a unique, engaging and high-quality race experience that the whole family can enjoy,” says Pam Kaufman, chief marketing officer and president of consumer products for Nickelodeon Group. “Nickelodeon has embarked on some great initiatives with NASCAR over the last 10 years, sponsoring and participating in marquee racing events that have resonated with motorsports fans across the country.”

In 2004, drivers Jimmie Johnson and Kyle Busch were sponsored by Nickelodeon with SpongeBob SquarePants-themed cars during the Lowe’s Presents the SpongeBob SquarePants Movie 300 at Charlotte Motor Speedway in what is now known as the NASCAR XFINITY Series.

For more information, visit www.nick.com or nascar.com. — J.B.