When is the Best Time to Engage a Team for Sponsorship?

Have you considered sponsoring a race team to market your product or services, but not sure when the right time to get started might be?  This blog post will walk through the “rules of engagement” for a sponsorship.  After reading this post, you should have a clear understanding of when the best time to engage a team for sponsorship is. Having worked with multiple brands with their NASCAR programs, I have seen multiple reasons why companies seek out sports to market their goods.  This direction can come from a change in leadership, a new product launch, a new budget season or simply a new understanding of how sports can benefit your company. Either way, something has triggered the company to believe they should be
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The Five Points of Entry For A NASCAR Sponsorship

When most people think of a NASCAR sponsorship, they immediately think of a branded car racing 200 mph down a track with a driver in a branded fire suit. While they are not wrong – this is the most obvious sponsorship tactic, after all – it is not the ONLY way in which potential sponsors can enter the sport through sponsorship. As a potential sponsor, it is important to understand the types of sponsorship opportunities available to you and how they can help your business. Ultimately, when contemplating a NASCAR sponsorship, there are five primary points of entry (think ways to sponsor): the league (NASCAR), race teams, drivers, race tracks, and media. League A sponsorship at the league level is essentially a sponsorship of
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I can sponsor a NASCAR race team for $300K?

Did you know that you can sponsor a NASCAR Cup Series race team for $300k? What if I told you that yes, this is possible, and provided some insight into what an investment of that level might yield? Does this change your perception of how “expensive”, or not, NASCAR sponsorship can be? Let’s look to see what an investment of this size will provide for a sponsor. As you are probably aware by now – if you have been reading along, each sponsorship engagement is different. There are differences in price, assets, activation methods, expectations, results and more. Each race team has a different way of deciding how much value to place on their sponsorships. Many variables come into play such as timing, inventory
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What You Get When Sponsoring a NASCAR Race Team

In a recent post, we reviewed the five primary points of entry into a NASCAR sponsorship. One of those points of entry is with a race team. As a race team, this is the area we obviously know the most about, so we want to provide a deeper look at the assets available to a sponsor through this type of sponsorship. By “assets,” we mean things that the team owns or controls, that can be leveraged to achieve the sponsor’s overall goals. Some of these will be a “no brainer,” while others will be less obvious, but all ultimately depend on the level of investment a sponsor is willing to make. Before diving into the available assets in detail, it is important to understand
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State of The NASCAR Fan and What It Means for Sponsorship

By Aaron Stamey Companies spend vast amounts of time and money in creating profiles and understanding their target consumer. When a potential sponsor begins the vetting process of a NASCAR sponsorship as an outlet for their marketing engagement it is critical that their company’s demographics line up with the audience. Unfortunately, stereotypes have often portrayed all NASCAR fans as southern, beer drinking rednecks. While there may be some truth in stereotypes, NASCAR has one of the most diverse audience profiles in the entire scope of professional sports. Which leads us to: who exactly is the modern NASCAR fan and what does that mean for sponsors trying to reach that audience? Understanding the NASCAR Fan The demographics of the modern NASCAR fan have seen an
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How a Race Team Sponsorship Comes to Life

Each sponsorship throughout the sport of NASCAR comes to life in its own unique way. No two businesses are the same so neither should their activations. In order to see how a race team sponsorship comes to life, let’s take a look at how it all comes together in the beginning. The first step is fully understanding what a new partner wants to get out of their investment. This is the most crucial information in any partnership. A common misconception around NASCAR partnership is that as a sponsor, you are just getting a sticker on a car or a patch on a fire suit. The sport of NASCAR has evolved and morphed into a state where race teams can be looked at as a
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Debunking the Top NASCAR Myths

Much of what you (think you) know about NASCAR is wrong. Here, we bust some of the more popular “myths” about the sport, and its fans. NASCAR is on the Decline Many people point to dwindling attendance and TV ratings as proof that NASCAR’s best days are behind it. However, that’s just not true. NASCAR is still as popular as ever. The NASCAR Cup Series is the #1 or #2 sporting event watched each weekend with over 4 million plus viewers each week. The sport has 80 million fans spread equally across the United States and those fans, on average, consume nearly 10 hours per week of NASCAR content across all media channels. (Source: NASCAR Fan Engagement) Race Car Drivers Aren’t Athletes This is
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