Craftsman has added branded entertainment before Fox’s broadcast of the Daytona 500. Craftsman was the “presenting sponsor” of a special focused on the pit crews. The one-hour “Craftsman Presents: Road to Daytona” featured Fox analyst Larry McReynolds hosting from a set at a NASCAR research facility surrounded by the brand’s signage.Craftsman, the “official tools of NASCAR,” was attracted to the sponsorship opportunity largely because the show finds story lines off the track and inside the NASCAR garages. “It’s really about before you get your race car on the track–and that’s where Craftsman lives,” says Erik Rosenstrauch, director of marketing for the Sears brand. Craftsman’s NASCAR relationship in 2009 has opted in favor of opportunities that provide a more direct connection between the brand and the nuts and bolts of the sport… strategically reallocating it.  www.mediapost.com