Sponsorship
In the past, the company has sponsored "bull riding events" and NASCAR races at Michigan International Speedway. Bruce Foods Corp. President Si Brown commented on this decision by telling the New York Times, "The real consumers who keep hot sauce factories running are from the inner city and blue collar and young people who have grown up with it. There's still a lot of growth potential, because young people like spicy food. And more and more cheap food is being sold which needs hot sauce for flavor."
In its more recent history, Bruce Foods' label, Louisiana Hot Sauce, has partnered with Football Fanatics, an online retailer, "to create a football 'Tailgating' theme as a consumer driven promotion."
In anticipation of the 50th anniversary of the Daytona 500, Louisiana Hot Sauce was one of many products to be stamped with a commemorative "50th race logo" at the Midwestern grocery chain Kroger.
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