Sponsorship In NASCAR: The National Association For Stock Car Auto Racing

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A marketing strategy is a process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage. The National Association for Stock Car Auto Racing, or NASCAR, always seems to be the butt of the joke when it comes to sports sponsorships. A recent big-budget Hollywood movie, Talladega nights: The Ballad of Ricky Bobby even went as far as to poke fun at the sport’s use of sponsors when the main character, a NASCAR driver, sold advertising space on his windshield to a sponsor. However, NASCAR sponsors, both on the corporate and team level, are the ones getting the last laugh. And, they are laughing all the way to the bank.
Sponsorship in NASCAR is so appealing because sponsors see an immediate return on their investment after making the commitment to sponsor a NASCAR team or be a corporate sponsor. If I were a CEO of a business who was itching to expand, do you know where I would start looking for an avenue to accomplish this desire? A NASCAR sponsorship. NASCAR is one of the premier sports when it comes to getting your name out there and promoting your product, such as (Miller Lite, Lowes, or Home Depot). One of the ways NASCAR promotes sponsorship is by putting the sponsors on their cars and by putting their drivers in commercials with the product they are promoting. A good example would be Coca Cola, as Coca Cola is one of NASCAR elite sponsor beside sprint (which is their main sponsor). It’s a good marketable investment, product and profit for both sides. Every time you go to a race track, they will have Coca Cola, Coke merchandise, and even the Coca Cola 600 run at Charlotte Motor Speedway every Memorial Day weekend. The great marketing strategy that NASCAR has is unreal as more sponsors continue to take an investment in to sponsor a NASCAR team or be a corporate sponsor. Recently Camping World came aboard to sponsor a NASCAR team and before you know it a corporate sponsor, sponsoring the Nascar Camping World Truck Series. NASCAR has been so successful with their marketing strategies, the number of fans they have averages around the tens of millions.

NASCAR fan base has grown over the years and years while the
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