Concord, NC — The World of Outlaws Late Model Series, the premiere dirt late model racing series in the U.S., has announced a multi-year partnership with Rockford-Montgomery Labs and its 360 OTC pain reliever brand, it was announced today.  The World of Outlaws Late Model Series is now the 360 OTC World of Outlaws Late Model Series through 2009.

In addition to titling the World of Outlaws Late Model Series, 360 OTC will become the Official Pain reliever of the World of Outlaws Sprint Car and Late Model series.

As part of its 2007 product roll-out to consumers, 360 OTC will include World of Outlaws contents in its in-store presence in such retail channels as Wal-Mart, Target, K-Mart and CVS.

"We see a great fit between 360 OTC and the World of Outlaws," said Michelle Shearer, CEO of Rockford-Montgomery Labs, Inc. "There isn’t a motorsports series as legitimately grassroots as the World of Outlaws, and 360 OTC is a product of value to everyday consumers everywhere."

The World of Outlaws Late Model Series sponsorship rounds out a new and robust series of high-profile property relationships for 360 OTC.  Previously announced is the 2007 title sponsor of the No. 36 360 OTC Toyota to be driven by Jeremy Mayfield in the NASCAR NEXTEL Cup Series.  In addition, 360 OTC will be an Official Partner with the enormously popular WWE wrestling series.

In support of its sponsorship properties, 360 OTC will employ a unique airship featuring a theater-like "SKYSCREEN" capable of displaying full-color high-resolution video content. "The 360 OTC blimp will fly over World of Outlaws events and provide viewing entertainment value to the fans," added Shearer.
"With this announcement and introduction of 360 OTC to dirt racing, the World of Outlaws continues to make great progress," said Tom Deery, President and CEO of DIRT MotorSports.  "The World of Outlaws in total will have more than 140 events in 2007, providing current and new fans an opportunity to take in the sport through ESPN, SPEED and DIRTVision.com."

"We were seeking a consumer product as title sponsor of the World of Outlaws," said Rob Butcher, Chief Marketing Officer for DIRT Motorsports.  "Both World of Outlaws series will benefit immeasurably with the 360 OTC partnership.  The World of Outlaws brand will be in the pain reliever aisle of select national mass retailers while having the opportunity to cross promote the World of Outlaws with the WWE and the #36 360 OTC NASCAR NEXTEL Cup car."

In addition to the FDA-approved 360 OTC over-the-counter pain reliever, Athens, Ga., headquartered Rockford-Montgomery Labs markets 360 OTC Ignite Maximum Strength, a fast-acting alertness aid; 360 OTC Hangover Extra Strength Relief, a hangover reliever and fatigue reducer; 360 OTC Hangover Relief Lite, a hangover reliever; and 360 OTC Heartburn Maximum Strength, a heartburn relief medicine.

Details of the partnership between the World of Outlaws and 360 OTC includes:
• 360 OTC will be title sponsor of the World of Outlaws Late Model Series for three-years
• 360 OTC will commit millions of dollars each year in activation and promotional support of the World of Outlaws
• 360 OTC will be the exclusive pain reliever product of both World of Outlaws series
• With this partnership, the World of Outlaws is introducing new series logos