NASCAR fans are loyal to sponsors

Q: Greg, I recently bought a pint of grape tomatoes and was quite surprised to see a NASCAR logo on the plastic carton. The tomatoes were grown and packaged by East Coast Brokers and Packers of Plant City, Fla. By purchasing this product, am I supporting one of my favorite sports? - M.P.P, White River Junction, Vt.

A: Yes, you are. Many non-automotive companies rely on NASCAR racing to deliver their consumer messages (and ultimately products) to the sport's millions of fans. It is proven that auto racing, and especially NASCAR, is the best advertising buy, dollar for dollar, a company can make in sports marketing.

NASCAR fans are extremely loyal, and indeed buy products based solely on the company's support of their sport. There are many avenues available to companies, including major sponsorship of a car or team (up to $18 million per car), associate sponsorship (up to $6 million), official sanctioning body sponsors, promotional partners, contingency sponsors and the big-money entitlement sponsors like the Busch Series or Nextel Cup.

The most popular are car sponsorships, entitlement and promotional partners (where money is paid or parts and supplies given to NASCAR and then distributed to competing teams). Official sponsorships are popular too, and include a company buying rights to be the "official" product of NASCAR, like a soft drink or tool. The drivers then carry decals of these products on their cars and are paid a contingent dollar amount or prize for doing so.

Jamie Squire/Getty Images photo Jimmie Johnson's Chevy Monte Carlo prominently displays its major sponsor's logo on its hood and flanks.

A study by James Madison University recently revealed that NASCAR fans are more aware of the corporate impact on their sport than "stick and ball" major-league sports fans in the United States. The study found that nearly half of fans questioned chose their household products based on a brand's involvement with the sport.

Personally, I feel that being a sponsor in racing offers more corporate entertainment and better TV "airtime" than does buying a billboard at a baseball stadium. Companies like M&M Mars, Cheerios and Lowe's (to name but three) routinely use their race teams as sale generators and public-relations tools. These companies invite the families of their top retailers and wholesalers to join them at the races, meet and have lunch with Elliott Sadler (M&M's), Richard Petty, Kyle Petty and Bobby Labonte (Cheerios/Betty Crocker) and Jimmie Johnson (Lowe's) and then enjoy the race in their corporate suite. It's a great sales tool.

***

Q: Hi Greg. I read your article about the Jeep Funny Cars. I finally got a scanner to scan color transparencies, so here are three photos of the secret weapon Jeep. I saw it when I was 16 years old at Fremont, Calif. I have a bunch more photos of other drag cars, and I hope to eventually set up a Web site to share them with other gear heads. - Ken V., Abilene, Texas

A: Thanks much, Ken. Let us know when your Web site is up and running, and we'll tell our readers about it.

Write to Greg Zyla in care of King Features Weekly Service, P.O. Box 536475, Orlando, FL 32853-6475, or send an e-mail to letters.kfws@hearstsc.com.

Reader Comments

No comments have been posted. Be the first!

Other Stories With Comments:
Article	Comments
Land transfer tax-- let the voters decide	1