Sony Pictures Entertainment and Puma partnered to promote the theatrical release of TALLADEGA NIGHTS: THE BALLAD OF RICKY BOBBY. Consumers had a chance to win the Race to Rock sweepstakes by entering at puma.com. One grand prize package included a racing jacket used in the film, four pairs of Puma shoes, one Sony Walkman, movie poster, Talladega Nights hat and Talladega Nights koozie. Second prize winners won a movie poster, hat, koozie, and croakie. The sweepstakes began August 1 and ended August 18, 2006.