Jeff Gordon Lines Up Backers

Toys "R" Us, 7-Eleven, Frito Lay, and Pepsi-Cola all lend a hand in promoting ASC's racer.

ASC Games is set to release the PC version of Jeff Gordon XS Racing, a stock-car racing game where Gordon serves as first your trainer and then your competition, in March (a PlayStation release is scheduled for May). The game maker announced today that it has reached promotional deals with Toys "R" Us, 7-Eleven, Frito Lay, and Pepsi-Cola that it hopes will raise the game's profile.

Those promotional efforts are already under way. The winner of the Toys "R" Us "Play The Pro" sweepstakes contest will win a trip for two to a 1999 NASCAR race to meet Gordon and play his namesake game against him. That sweepstakes runs through Feb. 1 with entry forms available at Toys "R" Us stores.

Starting Feb. 1 in 7-Eleven stores, people buying Pepsi-Cola 12-packs or XL-size Fritos corn chips will also take home a PC CD-ROM demo version of the game. Beginning Feb. 4 (and continuing through November) at more than 15 NASCAR Winston Cup and Busch Grand National race events and 150 retail outlets, fans and the simply curious will be able to play Jeff Gordon XS Racing through Pepsi's Tracktivation program.

A national television advertising campaign for the game is set to launch Feb. 14 during the broadcast of the Daytona 500.

Starting in April, the game will be featured in Fritos' "Fun In The Fast Lane" catalog, also set to feature other Jeff Gordon merchandise. The game will also have an on-package presence on Fritos products hitting store shelves beginning in April 1999.

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