This document discusses the history and importance of sponsorship in motorsports. It notes that sponsorship delivers on promotion, placement, and price in marketing and that motorsports sponsorship is one of the top ways for companies to build their brands through exposure to loyal fans. The summary highlights how sponsors are a vital part of the sport and receive appreciation from fans.

1. SPONSORSHIP AND
MOTORSPORTS

2. INTRODUCTION
4 Ps of Marketing
Product
Placement
Price
Promotion
Motorsports Sponsorship delivers on three of these
four, and combined with driver and sport loyalty,
delivers on PRICE by fans willing to pay more to
support the sport.

3. SPONSORSHIP HISTORY
 1971: RJ Reynolds sponsors NASCAR as the Winston Cup
Series $100,000/year. (Sprint sponsorship: $750m 10-year deal)
 1972: Richard Petty “became” STP with the iconic Petty Blue cars
with STP logo. Others joined from Country Time Lemonade to
Proctor & Gamble brands to regional fast food joints
 LATE 1990s to now: Expanded beyond cars and series to track
naming rights, race sponsorship (Bank of America 500, Bojangles
Pole Night, driver endorsements (Jeff Gordon and Pepsi/AARP;
Dale Jr. and Mountain Dew), licensed products (school supplies,
diecast, apparel), social media contests (retweet to win)
 Smaller Tracks have sponsors, as does NHRA (Mello Yello), F1
(Red Bull) and Indy Series (Verizon)

4. YEARLY COST OF CAR
SPONSORSHIP
 Primary: hood, rear quarter panel, deck lid, TV panel,
roof. Choose paint scheme and team colors.
$5m-$35m
 Associate spots: lower front-quarter panel, B-post (next
to the driver’s shoulder) or C-post (next to rear
window). $250k -$2m
 With hundreds of sponsors for each race, NASCAR has
become the leading sponsorship earner of all sports in
US.
Sources: Adweek, NASCAR.COM, amabaltimore.org

6. WHAT SPONSORSHIP PAYS FOR
Cars or trucks for competition
Drivers
Employees at track and back at the shop
Transportation, gas, lodging
But what’s in it for the sponsor?

7. 75 million fans worldwide
One in three US adults are
NASCAR Fans.
#2 Sport on TV
Second in regular-season ratings.
Broadcast in over 100 countries in
more than 30 languages.
A 10–Month Season
NASCAR has a year round sales
cycle, with races from February to
November and events during every
month of year.
#1 Spectator Sport
17 of top 20 most attended annual US
sporting events are NASCAR races.
Billions in Sales
NASCAR generates over $2 billion in
licensed product sales, making it a top
performer among major sports
properties.
Corporate Sponsorships
More Fortune 500 companies rely on
NASCAR to build brands and market
products and services than any other
sport.
Business-To-Business
Proven venue for marketers to reach
trade audiences, develop cross-
promotions and forge marketing alliances
International Presence
International growth in Mexico and Canada,
with targeted initiatives through NASCAR Mexico
and NASCAR Canada.
NASCAR fans are three times as
likely as non-fans to try to
purchase NASCAR sponsors’
products and services.
SNAPSHOT OF THE SPORT

8. NASCAR sponsorship is the Best Buy in marketing. The
combination of awareness, favorability and effectiveness is
unparalleled in the sports world or anywhere else.
NASCAR fans are 3X as likely to try to purchase NASCAR
Sponsors’ products and services.
fans
spend $700 annually in related products.
fans spend
$200 annually in related products.
NASCAR FANS EMBRACE
SPONSORS

9. NASCAR RANKINGS AND DEMOGRAPHICS
Female Fans, Purchasing Power and Loyalty
 2nd highest-rated television sport among female viewers 18-49
 73% of females will pay more for a NASCAR sponsor’s product
 2/3 of female fans indicate they are becoming more interested in
NASCAR
 30 million female fans in US
 28% of female fans are 35-44
 72% of females know which companies sponsor teams and drivers
NASCAR is broadcast in more than 150
countries, in 23 different languages.
Sources: Ipsos Insight and Nielsen Media Research
Loyalty In Fan Base
 75 Million adult fans in the U.S.
 1/3 of the U.S. adult population
 60% Male, 40% Female
 1 in 5 NASCAR fans is a minority
 Equally or more likely to be:
• Younger
• Affluent
• Have Families

10. 200 MPH BILLBOARD TRANSLATES INTO
…

11. Family
Involvement/Interest
Youth with Sponsors’
Products
A SPONSOR’S DREAM RESULT

12. Brand Exposure
Team sponsor brands are seen by millions of
loyal consumers each week, on everything from
pit boxes and team uniforms to the cars and
trucks themselves. Wherever NASCAR is seen,
sponsor brands gain valuable exposure as active
participants in the action.
Advertising and Promotions
Many team sponsors incorporate their
sponsorships into their general marketing
programs. Promotions, sweepstakes, and
targeted communications all allow team sponsors
to attract NASCAR fans (and non-fans alike) in
exciting new ways.
Alternate Paint Schemes
Many primary team sponsors leverage their
promotions, sweepstakes, line extensions and
other marketing campaigns through the use of
alternate paint schemes.
Show Cars
Bringing cars to retail locations, charity
events and other points of consumer contact
give team sponsors a way to connect with
consumers by creating a “special occasion”
for fans to take notice of team sponsorships.
Victory Lane
When a team wins a race, its sponsor brands gain
valuable added exposure and prestige.
Licensing Opportunities
NASCAR licensed products are a powerful way to
reach consumers, giving them additional chances to
show their loyalty and interact with team sponsor
brands.
Local In Market Programs
When NASCAR events come to each market, they
create added opportunities for them sponsors to
interact with consumers and leverage the excitement
of the event.
Driver Appearances
Drivers are powerful spokespeople for NASCAR team
sponsors, providing an accessible personality to
share brand messages. Everywhere they go, drivers
serve as ambassadors for team sponsor brands as
they interact with consumers.
Special Paint Schemes
Special primary paint schemes are a high
profile way to highlight associate team
sponsors, cross promotions, and other
marketing initiatives.
SPONSORSHIP POSSIBILITIES
POINT OF SALE
PAINT SCHEME
PRINT AD

13. Nowhere does consumer activation have such a
powerful presence than at a NASCAR event.
With an average of 125,000 fans at each
NASCAR weekend event, sponsor brands have a
prime opportunity to interact with consumers and
create connections.
Track Signage
Pit signage, billboards, scoring towers and buildings all
offer chances for team sponsor brands to be noticed
Promotional Displays
NASCAR events are prime locations for interactive
displays, inflatable signage and other tactics to make
team sponsor brands stand out.
Sampling and Activation
NASCAR fans are open and receptive to sampling
products and service in festive event environments.
Hospitality Programs
NASCAR events make perfect hospitality environments
to entertain key customers and prospects, suppliers,
distributors or employees.
Driver Endorsements
Consumers recognize NASCAR drivers and equate
them to their sponsor brands, making them some of
the most effective endorsers in marketing. Stars like
Jeff Gordon, Dale Earnhardt and Jmmie Johnson have
already delivered massive value in exposure and sales
for their sponsors, and rising stars like Kyle Larson are
building powerful consumer relationships with every
passing week.
AT-TRACK MARKETING
IN-STORE DISPLAY
ON PACKAGE
FREE-STANDING INSERT

14. 1. Exxon Mobil 54. Motorola 140. Kimberly-Clark 296. Gannett
2. Wal-Mart Stores 55. Caterpillar 143. ConAgra Foods 305. Fortune Brands
3. General Motors 58. Allstate 146. Anheuser-Busch 309. Harrah’s Entertainment
4. Chevron 59. Sprint (Nextel) 151. AFLAC 311. Sherwin - Williams
5. Ford Motor Company 61. PepsiCo. 154. Office Depot 330. Black & Decker
7. General Electric 63. Walt Disney 155. Eastman Kodak 332. Newell Rubbermaid
8. Citigroup 66. Sunoco 167. Texas Instruments 333. VF Corp.
11. Hewlett – Packard 70. FedEx 168. DirecTV Group 345. Federal-Mogul
12. Bank of America 71. Honeywell Int’l 170. Waste Management 360. Starwood Hotel & Resorts.
13. Berkshire Hathaway 73. DuPont 206. General Mills 363. Brunswick
14. Home Depot 74. NY Life Insurance 210. Eaton 367. Advance Micro Devices
20. Altria Group 76. Best Buy 217. SunTrust Banks 369. Family Dollar Stores
21. Kroger 77. Delphi 226. Circuit City Stores 373. Molson Coors Brewing
22. State Farm Insurance 86. News Corp. Ltd. 231. Winn-Dixie Stores 378. AutoZone
23. Marathon Oil 89. Coca-Cola 232. PPG Industries 411. CarMax
24. Procter & Gamble 90. Weyerhaeuser 233. Kellogg 413. Charter Communications
25. Dell 96. Deere & Company 234. Dana 415. Lexmark International
29. Target 98. Nationwide 239. Ashland 416. Mattel
32. Johnson & Johnson 99. Washington Mutual 241. Viacom 417. Timken
33. Sears Holdings 100. General Dynamics 249. EMC 420. USG
39. AT&T Inc. 101. 3M 251. Alltel 423. RadioShack
40. Time Warner 109. McDonald’s 261. Principal Financial 427. Rockwell Automation
42. Lowe’s 112. Goodyear 262. H.J. Heinz 435. Maytag
44. UPS 114. Cendant 263. YRC Worldwide 442. Hershey
45. Walgreen's 119. Wyeth 268. Dollar General 460. Clorox
46. Wells Fargo 128. Visteon 273. EchoStar 482. Wm Wrigley J.
48. Microsoft 129. Rite-Aid 291. ITT Industries 484. Levi Strauss
50. Safeway 135. Delta Air Lines 292. BB&T
Source: Fortune Magazine, 2006 Fortune 500 list
More Fortune 500 companies rely on NASCAR to build their brands than any other sport.
7 of the top 10 and 28 of the top 50 are involved in NASCAR.
FORTUNE 500 INVOLVEMENT

15. Most Mentioned ‘15 NASCAR Sprint Cup Series
Driver Interviews Interview Time Mentions
Harvick 30 0:25:42 3,206
Johnson 18 0:12:36 2,298
Logano 17 0:16:11 2,108
Earnhardt Jr. 22 0:16:56 2,055
Gordon 20 0:19:54 1,846
FREE MENTIONS = FREE
ADVERTISING
Statistics reflect all live race telecasts and replays of the
2015 NASCAR Sprint Cup Series season through
Sonoma (race 16). – Joyce Julius

16. Bang for the Buck
• National Guard had most popular driver but left sport amid military
spending regulations.
• Go Daddy leaving Danica Patrick next year after successful
partnership. But she hasn’t won.
Driver Behavior On and Off the Track
• Bad boys are sometimes too bad: Kyle Busch, Tony Stewart, Kurt
Busch
Revolving Door and Driver/Sponsor Association
• Sponsor follows the driver when he leaves one team for another …or
doesn’t.
• Need to rebuild fan association of driver to product. Usually only a
problem at start of year.
CHALLENGES OF MOTORSPORT
SPONSORSHIP

17. SUMMARY
Motor racing is a sport where sponsorship
matters. Sponsors are vital part of the sport,
as much as any driver, crew chief or
mechanic. Because of this powerful
involvement, motor racing is a sport where
sponsors are appreciated, respected and,
most of all, supported by the fans.