Series Sponsors Contract:
Sprint: approx $70 million a year, thru 2016, then leaves
XFINITY: $? million, thru 2024
Nationwide: $8 million, thru 2014, then left
Camping World: $5 million, thru 2022
(unofficial $ numbers, from reports)
NASCAR Contingency Program Infused With New And Returning Brands: As race teams make final preparations to start the 2015 season, NASCAR announced today its diverse lineup of 2015 NASCAR Contingency Program sponsors for all three national series. This year's program is highlighted by the renewal of longtime sponsors and the addition of a new brand to the stable of participating contingency partners.
The MOOG Steering and Suspension brand, a Contingency Sponsor of NASCAR for nearly 50 years, will now extend its reach to consumers by becoming a NASCAR Official Partner. MOOG parts have been the choice of every NASCAR Sprint Cup Series champion since 1966, an unprecedented winning streak. The MOOG brand will continue to provide Contingency Sponsorship for the NASCAR Sprint Cup Series, NASCAR XFINITY Series and NASCAR Camping World Truck Series. The brand will also sponsor the MOOG Problem Solver of the Race and Year awards in the NASCAR Sprint Cup Series which is awarded to the eligible crew chief that improves the most from the first half of the race to the second half of the race utilizing the 40 best lap times (10 best lap times for road course events).
New to the field of Contingency Sponsors this year will be Ingersoll Rand, the Official Power Tools of NASCAR. The Ingersoll Rand Power Move Award will be given to the team that advances the most positions during the last 10 percent of each NASCAR Sprint Cup Series race. In the event of a tie, the winner will be the highest finishing eligible team. Cars must display the Ingersoll Rand contingency decal to be eligible. The annual award will be given based on cumulative positions gained during each weekly race. This award recognizes crew chiefs that bring the same level of intensity and reliability when it matters most - when victory is on the line.
Edelbrock will continue to provide Contingency Sponsorship to Top 5 finishers carrying the Edelbrock decal in the NASCAR Sprint Cup Series, NASCAR XFINITY Series and NASCAR Camping World Truck Series through 2019. Edelbrock began its NASCAR association as the first company to sign a multi-year contingency sponsorship agreement. In 1993, Edelbrock became an Exclusive NASCAR Performance Partner and its intake manifolds are currently approved for NASCAR competition and used by teams in all NASCAR national series.
"The NASCAR Contingency program is rich in history and participating sponsors have direct access to our teams, connection with our loyal, passionate fan base and prominent visibility in our sport," said Jill Gregory, NASCAR senior vice president, Industry Services. "We are pleased to see the continued level of commitment from both new and returning partners to the program this year."
The NASCAR Contingency program strives to build strong relationships with high quality, performance-driven brands that are leaders in their respective categories, and award money to teams via per race and year-end awards. Competitors become eligible for prize money by displaying sponsor decals on the front fenders of their race cars and trucks. In some instances, use of a sponsor's product is required.
Below is the 2015 national series contingency sponsor lineup and special awards:
3M - Sprint Cup Series*, XFINITY Series*
- 3M Lap Leader Award
American Ethanol - Sprint Cup Series*, XFINITY Series*, Camping World Truck Series*
- American Ethanol Green Flag Restart Award (NSCS)
- American Ethanol Award to Series Champions (XFINITY Series & NCWTS)
ARP Fasteners - XFINITY Series
COMP Cams - Sprint Cup Series, XFINITY Series, Camping World Truck Series
Coors Light - Sprint Cup Series*, XFINITY Series*, Camping World Truck Series* (Keystone Light)
- Coors Light Pole Award
Duralast Brakes - Sprint Cup Series*, XFINITY Series*
- Duralast Brakes Brake in the Race Award
Edelbrock - Sprint Cup Series, XFINITY Series, Camping World Truck Series
Flowmaster - Sprint Cup Series
Freescale - Sprint Cup Series*
- Freescale Wide Open Award
Goodyear Tires - Sprint Cup Series*, XFINITY Series*, Camping World Truck Series*
- Goodyear Tires Award to Series Champions
Holley Throttle Bodies/Carburetors - Sprint Cup Series (throttle bodies), XFINITY Series,
Camping World Truck Series
Ingersoll Rand - Sprint Cup Series*
- Ingersoll Rand Power Move Award
K&N Filters - Sprint Cup Series, XFINITY Series, Camping World Truck Series
Lincoln Electric Welders - Sprint Cup Series, Camping World Truck Series
MAHLE Clevite - Sprint Cup Series*, XFINITY Series*, Camping World Truck Series*
- MAHLE Clevite Engine Builder of the Race/Year Award
Mechanix Wear - Sprint Cup Series*, XFINITY Series, Camping World Truck Series
- Mechanix Wear Most Valuable Pit Crew Award (Quarterly/Year End)
Mobil 1 - Sprint Cup Series*, XFINITY Series*, Camping World Truck Series*
- Mobil 1 Driver of the Race/Year
MOOG Steering & Suspension - Sprint Cup Series*, XFINITY Series, Camping World Truck Series
- MOOG Problem Solver of the Race/Year
MSD Ignition - XFINITY Series, Camping World Truck Series
Renton Coil Spring - Camping World Truck Series
Sherwin-Williams - Sprint Cup Series*
- Sherwin-Williams Fastest Lap Award
Simpson Firesuits - XFINITY Series, Camping World Truck Series
Sunoco - Sprint Cup Series*, XFINITY Series*, Camping World Truck Series*
- Sunoco Diamond Performance Award to Series Champions
- Sunoco Rookie of the Year
*Indicates Special Award sponsor with a year-end bonus.(NASCAR)(2-28-2015)
The 2014 national series contingency partner lineup and special awards:
· 3M - NSCS*, NNS* Lap Leader Award
· American Ethanol - NSCS*, NNS*, NCWTS* Green Flag Restart Award (NSCS) & Awarded to Series Champions (NNS, NCWTS)
· ARP Fasteners - NNS
· Auto Meter Gauges - NSCS, NNS, NCWTS
· COMP Cams - NSCS, NNS, NCWTS
· Coors Light - NSCS*, NNS*, NCWTS* (Keystone Light) Pole Award
· Duralast Brakes - NSCS*, NNS* Brake in the Race Award
· Edelbrock - NSCS, NNS, NCWTS
· Flowmaster - NSCS
· Freescale - NSCS* Wide Open Award
· Goodyear - NSCS*, NNS*, NCWTS* Goodyear Tire Award to Series Champions
· Holley Throttle Bodies/Carburetors - NSCS (throttle bodies), NNS, NCWTS
· JEGS - NSCS, NNS
· K&N Filters - NSCS, NNS, NCWTS
· Lincoln Welders - NSCS, NCWTS
· MAHLE - NSCS*, NNS*, NCWTS* Engine Builder of the Race/Year Award
· Mechanix Wear - NSCS*, NNS, NCWTS Mechanix Wear Most Valuable Pit Crew (Quarterly/Year End)
· Mobil 1 - NSCS*, NNS*, NCWTS* Driver of the Race/Year
· MOOG Steering & Suspension - NSCS*, NNS, NCWTS Problem Solver of the Race/Year
· MSD Ignition - NNS, NCWTS
· Renton Coil Spring - NCWTS
· Sherwin-Williams - NSCS* Fastest Lap Award
· Simpson Firesuits - NNS, NCWTS
· Sunoco - NSCS*, NNS*, NCWTS* Diamond Performance Award to Series Champions & Rookie of the Year
*Indicates Special Award partner with a year-end bonus.(NASCAR Media)(2-12-2014)
NASCAR Official Sponsors:
3M (Official Partner: Automotive Appearance Products)
5.11 Tactical (Official Tactical Apparel & Gear)
ACORE (An Official NASCAR Green Partner: Renewable Energy)
Affinity Road & Travel LLC-Good Sam (Official Partner: Roadside Assistance)
Bank of America (Official Bank)
Camping World (Official Outdoor and RV Retail Partner)
Canadian Tire (Official Automotive Retailer)
Chevrolet (Official: Automobiles)
Coca-Cola (Official Non-Alcoholic Beverage, Official Soft Drink, Official Sport Drink, Official Energy Drink)
Coors Light (Official Beer)
DRIVE4COPD (Official Health Initiative)
Exide (Official Auto Batteries)
FDP Friction Science (Official Brakes)
Featherlite Coaches (Official Trailer)
Featherlite Trailers (Official Trailer)
Ford (Official Partner: Automobiles)
Freescale (Official Automotive Semiconductors)
Freightliner (Official Big Rig, Official Hauler)
Goodyear (Official Tire)
Green Earth Technologies (An Official NASCAR Green Partner)
Growth Energy (Official Partner: American Corn-Based Ethanol)
Hewlett-Packard (An Official Technology Partner)
K&N (Official Partner: NASCAR K&N Pro Series)
Mars (Official Chocolate, Official Chocolate Bar)
McLaren Electronics Systems (Official Engine Control Unit Supplier)
Mobil 1 (Official Partner: Lubricant, Motor Oil, Gear Lube, Automotive Grease)
Mondelez [Kraft] (Official Cookies and Crackers)
National Corn Growers Association (Official Partner: Promoting the Interest of Corn Growers)
Nationwide Insurance (Official Auto, Home and Life Insurance)
New Holland (Official Partner: Agricultural Equipment)
Prevost (Official Luxury Motorcoach)
Safety-Kleen (Official Supplier: Automotive Waste Removal)
Sherwin Williams (Official Paint of NASCAR)
SIRIUS XM Radio (Official Satellite Radio Partner)
Sprint (Official Series Sponsor: Telecommunications)
Sunoco (Official Fuel and Official Convenience Store)
Toyota (Official Partner: Automobiles)
UPS (Official Delivery Service)
UTI (Official Partner: Automotive Education)
Visa (Official Card)
Whelen (Official Partner: Series Sponsor, Safety Lighting)
2014 NASCAR Automotive Performance Partners
Auto Meter (NASCAR Performance: Instrumentation and Gauges)
Autolite (NASCAR Performance: Spark Plugs)
Bosch (NASCAR Performance: Oxygen Sensors)
Cometic (NASCAR Performance: Gaskets and Cylinder Sleeves)
Comp Cams (NASCAR Performance: Automotive Cam Shafts)
Eaton (Official NASCAR Green Partner: Electric Vehicle Chargers)
Edelbrock (NASCAR Performance: Intake Manifolds)
Federal Mogul/Moog (NASCAR Performance: Chassis Parts)
Flowmaster (NASCAR Performance: Mufflers & Exhaust Systems)
Holley (NASCAR Performance: Automotive Carburetors & Throttle Bodies)
JEGS (NASCAR Performance: Online Automotive Performance Warehouse)
Liberty Tire Recycling (Official NASCAR Green Partner: Rubberized Mulch, Asphalt & Alternative Fuels)
Lincoln Electric (NASCAR Partner: Welders, Welding Helmets and Supporting Equipment)
Mahle (NASCAR Performance: Automotive Engine Bearings)
Mechanix Wear (NASCAR Officially Licensed: Gloves)
Midtronics (NASCAR Performance: Battery Testers)
Schumacher (NASCAR Performance: Battery Chargers, Jump Start/Booster Packs, Power Inverters)
Standard Motor Products (NASCAR Performance: Engine Management Products)
Ucoat-it (NASCAR Performance: Floor Coverings)
ZAK Products (NASCAR Performance: Professional Maintenance Fluids)
Sprint -- Official Series Sponsor, Sprint Cup Series thru 2016, and leaves
XFINITY -- Official Series Sponsor, XFINITY Series thru 2024
Camping World -- Official Series Sponsor, Camping World Truck Series thru 2022
K&N Engineering Inc. - Official Series Sponsor, K&N Pro Series East, K&N Pro Series West
Whelen -- Official Series Sponsor, Whelen Modified Tour, Whelen Southern Modified Tour and Whelen All-American Series
Canadian Tire -- Official Series Sponsor, Canadian Tires Series
List of NASCAR Official Sponsors from NASCAR.com
NASCAR fans remain most sponsor-loyal: NASCAR fans continue to demonstrate the greatest loyalty toward a sponsor's brand among all sports fans in the U.S., according to SponsorLink research released by Repucom. Seven out of 10 NASCAR fans said they are loyal to a sponsor's brand when the brand supports their sport, which is nearly 20% higher than a typical sports fan. Repucom, a trusted advisor in sports and entertainment intelligence, is again monitoring and evaluating the performance of more than 1,000 brands appearing in the NASCAR Sprint Cup, XFINITY and Camping World Truck series in 2015. By using leading technology and advanced data analysis, Repucom monitors the value and quality of exposure and messages getting through to fans and advises clients on how to stand out in the highly competitive commercial space. Repucom analyzes more than 350 hours of NASCAR programming per year, and evaluates how changes to the race schedules, sponsors, teams and broadcast channels impact value versus prior years and among the entire field of entries. In total, sponsors in NASCAR's top three national series earned nearly $1.3 billion in television exposure value in 2014. In addition to audience size, Repucom considers factors such as exposure duration, size, quality and the number of competing messages when determining value. Repucom also measures the value and impact of brand exposure in digital and social media, areas that are becoming increasingly important as media consumption patterns change.(Repucom)(3-25-2015)
Sherwin-Williams renews as 'Official Paint Of NASCAR': NASCAR and Sherwin-Williams, the nation's largest specialty retailer of paint and paint supplies, announced a three-year extension to their Official Partnership. The newly signed extension will designate Sherwin-Williams as the "Official Paint of NASCAR" through 2017. Sherwin-Williams, a FORTUNE 500 company, will continue to leverage its designation for architectural paint and the power of NASCAR's intellectual property at its more than 4,000 stores nationwide and ignite the passion of its customers - many of whom are fiercely brand-loyal fans of the sport. By continuing as an Official NASCAR Partner, Sherwin-Williams will also retain its designation in the "Official Automotive Paint of NASCAR" and the "Official Transportation Finishes of NASCAR" categories. Through its renewal, Sherwin-Williams maintains its role as a Contingency Sponsor in the NASCAR Sprint Cup Series and NASCAR Touring & Weekly Series. As part of the Contingency Program, Sherwin-Williams will be title sponsor of the Fastest Lap Award in the NASCAR Sprint Cup Series.(NASCAR)(3-24-2015)
Ingersoll Rand becomes 'Official Power Tools of NASCAR': NASCAR and Ingersoll Rand, a global leader in reliable and innovative power tools, announced a multi-year partnership designating Ingersoll Rand as the "Official Power Tools of NASCAR." An innovator in tool technology, Ingersoll Rand products have been a staple in NASCAR garages for more than 50 years. The multi-faceted agreement also designates Ingersoll Rand as an Official Partner of the International Motorsports Association (IMSA) and as a contingency sponsor of the NASCAR Sprint Cup Series and NASCAR Touring & Weekly Series.
"Ingersoll Rand has been rooted in racing for decades and this renewed relationship celebrates the tireless work of pit crew mechanics and passionate race fans across all levels of racing," said John Evans, president of power tools at Ingersoll Rand. "We know how important tool performance is in racing - if your tools perform, your vehicle performs. We are now putting high-performance Ingersoll Rand tools into the hands of the best auto technicians in the world while engaging fans who have a passion for cars."
NASCAR technicians are recognized as being among the most qualified in the automotive industry, and they demand high performance tools. According to a recent study commissioned by NASCAR and conducted by Research Now, more than half (52 percent) of automotive professionals (i.e. technicians, service managers, etc.) are NASCAR fans. The same study also revealed that more than half (52 percent) of automotive professionals associate NASCAR products with high performance.
As part of this integrated partnership, Ingersoll Rand will be at the track each weekend providing expert tool support, service, new tool demonstrations for pit crews and will offer fans the opportunity to try tools first hand. Additionally, Ingersoll Rand will launch its Home Tracks Text-to-Win contest for fans at tracks throughout the season. Fans will have opportunities to win an Ingersoll Rand prize pack and meet-and-greets with pit crews and other high-profile racing and automotive personalities.
"Ingersoll Rand, a global brand that has a rich history in NASCAR, understands how to utilize our sport to effectively connect with the racing community," said Jim O'Connell, chief sales officer, NASCAR. "The new partnership reinforces their desire to engage fans across all levels of our sport and we are proud to welcome them to our family of Official NASCAR Partners."
The NASCAR contingency programs foster strong relationships between competitors and the high-quality, performance-driven brands in the program, by providing prize money for each race and at the end of each racing season. Competitors become eligible for the money by displaying partner decals on their race vehicles. As a sponsor of the contingency program, Ingersoll Rand will celebrate and reward the work of pit crew mechanics each week during the NASCAR Sprint Cup season and at select Home Tracks throughout the year with prize money and tools.(NASCAR)(1-24-2015)
Repucom Assesses NASCAR Sprint Cup Series Battle of the Brands: NASCAR is a big platform for brands wanting to showcase themselves to a national audience, and 2014 was no exception. Repucom, a global sports research and consultancy firm, measures the value of sponsorships for all of the major sports around the world. For the complete NASCAR Sprint Cup broadcast season, Repucom found that Chevrolet, Sprint, Toyota, Lowe's and Ford received the highest overall media exposure value. The series' manufacturer champion, Chevrolet, surpassed entitlement sponsor, Sprint, for the second time in three years. Repucom considers audience size and the quality of a brand's exposure in determining value. Location, size and duration of signage, and the amount of simultaneous brand messages are also taken into account. The primary car sponsor brands receiving the most exposure value in 2014 were Lowe's, Target, Drive to End Hunger, Miller Lite and Shell-Pennzoil.
"Two of the primary sponsor brands with big year-over-year growth were on cars that changed drivers in 2014. Caterpillar grew 92% with #31-Ryan Newman driving for Richard Childress Racing and making the Chase. Target, primary sponsor of rookie-of-the-year winner #42-Kyle Larson jumped 50% and ranked second overall," said Peter Laatz, executive vice president of Repucom. "Other big movers were McDonald's and Shell-Pennzoil."
Sprint earned the highest media value from on-track signage and also led the way for overall time spent on screen. Toyota, Sunoco, Gatorade and Food City were among the other highest performing brands on track assets. Repucom develops solutions for rights holders, brands, agencies and broadcasters to assess the impact and sports marketing efforts and to maximize the value of partnerships.(Repucom)(12-9-2014)
NASCAR and Comcast reach 10-Year series entitlement agreement: NASCAR and Comcast announced a historic agreement that will make Comcast's XFINITY brand the title sponsor of what is now known as the NASCAR Nationwide Series through 2024. The 10-year term matches the longest single agreement around title sponsorship of any NASCAR national series in history, and is the longest entitlement sponsorship agreement in this series' history.
Beginning January 1, 2015, the property will be known as the NASCAR XFINITY Series. XFINITY will become only the third title sponsor in series history following Anheuser-Busch (26 years) and Nationwide Insurance (seven years). The agreement also makes XFINITY an Official NASCAR Partner in the multichannel video programming distributor (MVPD) and broadband ISP categories.
The announcement was made during an event at the NASCAR Hall of Fame - where the sport's history is celebrated every day - and was the first series entitlement sponsorship ever announced at the venue.
XFINITY is Comcast's residential service brand and is the nation's largest video and high-speed Internet provider. The company has increased Internet speeds for existing customers 13 times in 12 years and recently introduced XFINITY on the X1 Entertainment Operating System. The company also offers XFINITY On Demand, the most robust video on demand platform in the world. Comcast serves business and residential customers in 39 states and Washington, D.C.
"We're proud to welcome XFINITY to the NASCAR community as title sponsor of the NASCAR XFINITY Series for the next decade," said Brian France, NASCAR Chairman & CEO. "NASCAR and XFINITY are each leader brands with much in common. Both are focused on innovation and have products built for speed. Together, we will work to take this series to new heights and elevate one of the most unique and powerful partnerships in all of sports."
What will soon be known as the NASCAR XFINITY Series is the property where names are made and is like nothing else in major pro sports. It features the most talented young drivers regularly competing side-by-side against NASCAR's biggest and brightest stars.
"Technology lives at the heart of NASCAR, just as it does for XFINITY," said Dave Watson, Executive Vice President and Chief Operating Officer for Comcast Cable. "NASCAR provides an exciting environment in which to showcase our video and Internet products and we look forward to further enhancing the fan experience at home, at the track and on the go for years to come."
The series also has a large, highly engaged and technology-connected television audience. It races in some of the nation's largest markets - from Chicago to Los Angeles to Miami - and at the sport's biggest and most iconic tracks - from Daytona International Speedway, Charlotte Motor Speedway and Atlanta Motor Speedway, to Talladega Superspeedway and Indianapolis Motor Speedway.
According to NASCAR Fan Engagement Tracker 2013 (commissioned by NASCAR and conducted by Toluna), NASCAR fans spend an average of four-and-a-half hours each week watching NASCAR on television and an additional two-and-a-half-hours each week following the sport on digital platforms.
XFINITY is among the premier sponsors in sports today and a robust sponsorship activation program is part of the new agreement with NASCAR, with aggressive planning already underway.
Comcast's involvement with NASCAR is expanding rapidly. In addition to the NASCAR XFINITY Series announced today, Comcast's NBC Sports unit will begin broadcasting NASCAR race events in July 2015.
After a successful seven-year run as series entitlement sponsor, Nationwide Insurance pivoted its marketing programs to become a NASCAR team sponsor next season. Nationwide also is the official auto, home, life and business insurance partner of NASCAR.(NASCAR)(9-3-2014)
Atlanta TV Ratings: ESPN2's live telecast of the NASCAR Nationwide Series race at Atlanta on Saturday night, Aug. 30, earned a 1.0 U.S. rating, averaging 1,541,000 viewers. The rating again matched the 2013 race telecast rating and viewership was again slightly down from a 2013 average of 1,611,000.(ESPN)(9-3-2014)
Comcast's Xfinity negotiating sponsorship of Nationwide Series: Comcast's Xfinity is in contract negotiations with NASCAR to become title sponsor of the sport's secondary series. The company's broadband, TV and phone division is considering a five- to six-year deal valued at more than $100 million, according to a source familiar with the negotiations. The potential agreement would see Xfinity pay approximately $9 million in rights fees and $9 million in media and activation in its first year as title sponsor. Its annual spend would increase in subsequent years. Comcast declined to comment. In a statement, NASCAR said, "We anticipate NASCAR will soon be aligned with an outstanding brand that will help take this series to new heights, but out of respect for our current partner and the process, we will not comment on speculation about any potential replacements until there actually is one." Though discussions have moved into the contract phase and NASCAR executives have begun telling officials in the sport that a sponsorship is done, the deal still faces some obstacles. Fox Sports and Comcast-owned NBC Sports are slated to split television rights to the series from 2015 to 2024. Sources said that Fox, which did not respond to requests for comment, wants assurances that Comcast will spend equally on advertising across both of the series' rights holders, Fox and NBC, and not favor its own company, NBC. NASCAR and Comcast are addressing other category issues as well. Provided those issues are resolved, the deal should close and be announced in the coming weeks.(Sports Business Daily)(8-18-2014)
UPDATE: Comcast and NASCAR plan to announce a 10-year sponsorship agreement next week that will turn the sport's secondary circuit into the Xfinity Series. The deal, which is valued at close to $200M, is expected to be announced on Wednesday in Charlotte, according to sources. Comcast and NASCAR both declined to comment. The announcement follows several months of negotiations and represents a major achievement for NASCAR. The sanctioning body began looking for a title sponsor late last year after current sponsor Nationwide Insurance decided to discontinue its sponsorship. Comcast emerged as a viable replacement after the company's sports TV group, NBC, signed a 10-year, $4.4B rights deal with NASCAR. As part of the deal, Comcast agreed to spend $10M marketing and promoting the sport. Its marketing team saw title sponsorship of NASCAR's secondary series as a way to fulfill that obligation and also promote its cable TV, broadband and phone business unit, Xfinity. Comcast initially wanted a shorter-term deal and resisted NASCAR's push for a 10-year agreement. However, in recent weeks, it decided to commit to 10 years to match the length of NBC's broadcast deal. NASCAR was asking for $12-15M a year in rights fees, with media and activation commitments that would take the total value of a deal to more than $25M. A deal of that size would have been an increase from the approximately $10M in rights fees Nationwide spent for title sponsorship of the series. NASCAR was unable to find a replacement partner willing to pay more for a series that had seen its average TV viewership per race fall from 2.06 million in '08, when Nationwide started its sponsorship to 1.7 million this season. Comcast approved a rights fee in '15 of approximately $9M, with media and activation commitments that would take the total spend to more than $18M.(Sports Business Daily), past news on the series on Jayski's Nationwide Series site.(8-28-2014)
Sprint name to go away? T-Mobile Cup? Sprint might not be Sprint in the near future, and if the company does want to keep its name, it might have to pay a pretty penny. If Sprint merges with T-Mobile, it is expected to adopt the T-Mobile moniker, according to the latest reports from CNBC. Not only that, it looks like if the deal doesn't go through because of regulatory hurdles, Sprint will have to pony up a hefty $2 billion to T-Mobile. There are more indications that the T-Mobile brand will be the ultimate victor. Sprint CEO Dan Hesse has admitted he is okay with not leading the combined company, and reports indicated eccentric T-Mobile CEO John Legere and his management team will be the new leaders. But it's been Sprint that's been pushing the merger, not T-Mobile. Sprint parent company SoftBank's chief executive Masayoshi Son has been touting the merger as a way to shake up the stale U.S. wireless industry.(Latin Post)(6-17-2014)
New, larger Sprint Vision makes debut at Michigan: Large video boards at Texas Motor Speedway and Charlotte Motor Speedway have changed and enhanced the overall viewing experience for fans who attend races at those venues. With that in mind, a new and larger Sprint Vision board made its debut this weekend at Michigan International Speedway. While the new video board isn't as big as its counterparts in Charlotte and Fort Worth, it is big enough for fans in the stands to get a good up-close view of what's going on around the track and in the driver's seat. Plus, unlike the boards at Texas and Charlotte, the new Sprint Vision is "portable" enough that it will appear at every remaining track on the Sprint Cup schedule this season (except, of course, the two tracks with the huge boards). The new Sprint Vision is 18 feet high by 32.4 feet wide, a significant size increase from the former version. Plus, it's High Definition to give a crisper, clearer viewing experience, according to Sprint officials.(NBC Sports)(6-17-2014)
Comcast Xfinity, NASCAR in talks for series title deal: NASCAR is in advanced talks with Comcast Xfinity about becoming title sponsor of the sport's secondary series. Nationwide Insurance, which has sponsored the series since 2007, is in the final year of its title sponsorship, and NASCAR has been looking for a replacement sponsor for the Nationwide Series since last fall. Conversations with Xfinity, which is Comcast's video service, have been going on for several months. Sources familiar with the negotiations said the parties have not reached a contract phase but that Comcast has emerged as a leading candidate for the sponsorship. NASCAR Chief Sales Officer Jim O'Connell said the company doesn't comment on discussions with current or potential sponsors. He added, "With regards to the Nationwide Series, we're speaking to a number of companies in a number of different industries." Comcast did not reply to a request for comment. NASCAR is asking $12 million to $15 million annually in rights fees for the title sponsorship of the series. Media and activation commitments would take the total costs of the deal to more than $25 million. In addition to Comcast Xfinity, NASCAR has met with a number of companies in the auto aftermarket category, including Advance Auto Parts and AutoZone. Nationwide Insurance is spending approximately $10 million in rights fees for title sponsorship of the series. Its total spend, which includes activation at track and media spending, is in excess of $20 million. The company opted to discontinue its sponsorship of the series in order to become an official NASCAR sponsor and sponsor the #88 car driven by Dale Earnhardt Jr. Next year, Nationwide will sponsor Earnhardt Jr. in 12 Sprint Cup races.(Sports Business Journal)(6-16-2014)
Camping World to extend title sponsorship UPDATE 3: Camping World, which has sponsored NASCAR's truck series since 2009, will announce in about a month an extension to its original seven-year deal, company chairman Marcus Lemonis said Sunday. Lemonis, whose reality television show "The Profit" was the sponsor of the Sprint Cup race Sunday at Phoenix International Raceway, revealed the plans when talking about the company's involvement in NASCAR. The original contract went through 2015."In about a month, we'll be announcing a significant extension to that contract," Lemonis said. "It's been great for us." Last year, Lemonis said he wanted to see how Fox Sports 1, the network rebranded from the former Speed network and the channel that now handles truck telecasts, treats the series. The network has more viewers but also more sports. "I'm happy enough with what I've seen and NASCAR has reassured me they're going to stay very involved in that process," Lemonis said. "Week 1 of ratings for the truck series down in Daytona were up 11 percent. "I was told it was going to be closer to 40-50 percent, so the jury is still out. But the coverage I thought was fantastic."(Sporting News)(3-2-2014)
UPDATE: "We are interested in extending our agreement with Camping World and we know the company is as well. While we don't have a signed agreement yet, we are very pleased with the direction in which our discussions are headed. We love our partnership with Camping World and as soon as we have news to share, we will let you know."(NASCAR)(3-2-2014)
UPDATE 2: Camping World has extended its title sponsorship of NASCAR's truck series through 2022. The recreational vehicle retailer, which became title sponsor of the series in 2009, signed a seven-year extension that will begin in 2016. The deal is valued at more than $5 million a year in rights fees and media commitments. Camping World CEO Marcus Lemonis, who stars in the CNBC show "The Profit," credited the Camping World Truck Series sponsorship with helping his company increase its revenue from $1.5 billion annually in 2009 to $3 billion annually today. He also said it helped in adding 27 new retail locations and reducing the age of Camping World customers from a 47- to 65-year-old demographic to a 35- to 65-year-old demographic.
In addition to renewing Camping World's title sponsorship of the truck series, Lemonis managed to extend NASCAR sponsorships to several of his other businesses. Camping World will be able to market its Good Sam Roadside Assistance towing service as the official roadside assistance of NASCAR. CarCash.com, which buys and sells used cars, will become the official auto buying service of NASCAR, and AutoMatch USA, which sells used cars, will be the official pre-owned automobile retailer of NASCAR.
Camping World didn't work with an agency on the extension and doesn't use an agency to activate its sponsorship assets. Lemonis said that he prefers to have his marketing team oversee promotional efforts. He said that group will have to help Camping World's NASCAR-related promotions evolve over the next seven years to keep it engaging for fans.
A year ago, Lemonis expressed concern that truck ratings might suffer after Fox recast its motorsports network Speed as the all-sports network Fox Sports 1. But he said he's been pleased with the ratings on the network, which was part of the reason he extended the deal. On Speed, the Camping World Truck Series averaged 681,000 viewers per race in 2012. The same races on Fox Sports 1 last year averaged 736,000 viewers per race, an 8 percent increase.(Sports Business Journal)(5-5-2014)
UPDATE 3: NASCAR announced today it has reached a seven-year agreement with Camping World to remain the entitlement sponsor of the NASCAR Camping World Truck Series through 2022. The new deal ensures that Camping World will own exclusive rights as title sponsor for a total of 14-consecutive years, equaling the longest entitlement sponsorship in the history of the national series, which is celebrating its 20th season. The renewed partnership aligns two brands in the midst of significant growth. Since originally becoming series entitlement sponsor in 2009, Camping World has expanded its number of stores by 35 percent, resulting in the company eclipsing $3 billion in annual revenue.
"The NASCAR Camping World Truck Series has one of the most consistent and durable audiences in all of sports, averaging approximately 800,000 or more television viewers per event over the past six years," said Steve Phelps, NASCAR chief marketing officer. "Camping World's seven-year continued commitment to our sport demonstrates its confidence in our on-track product and strength of our brand loyal fan base."
The NASCAR Camping World Truck Series features some of the toughest and most competitive racing in the sport. The series has helped catapult the careers of many of the sport's most popular and successful drivers, such as Greg Biffle, Kyle Busch, Carl Edwards, Kevin Harvick and Brad Keselowski. Currently, the series houses a young crop of stars that are talented, dynamic and diverse including Ben Kennedy, German Quiroga Jr. and Darrell Wallace Jr.
"Camping World and NASCAR are mutually invested in the growth of a national series that is celebrated for its exciting brand of racing and the most loyal fan base in the country," said Camping World and Good Sam Enterprises Chairman and CEO Marcus Lemonis. "Six years ago we felt strongly that the sponsorship would dramatically increase our customer base and it's delivered. We expect to see continued success in the coming years."
NASCAR fans are outdoors enthusiasts who enjoy a variety of activities. According to Experian Consumer Research, NASCAR fans are 40 percent more likely than non-fans to go camping. When it comes to camping gear, NASCAR fans are at least 50 percent more likely than non-fans to have tents, lanterns, and other camping equipment.
The new deal provides Camping World exclusive rights to market its Good Sam Roadside Assistance program as the Official Roadside Assistance of NASCAR. With a network that includes 40,000 tow and service providers in North America, Good Sam Roadside Assistance has provided roadside services to more than two million stranded motorists in the past 30 years.
Additionally, the new agreement provides official NASCAR status to two growing automobile companies; CarCash as the Official Auto Buying Service of NASCAR, and AutoMatch USA, as the Official Pre-owned Automobile Retailer of NASCAR. CarCash, featured on Season 1 of CNBC's The Profit, purchases used cars from individuals in return for immediate cash. AutoMatch USA, featured on Season 2 of CNBC's The Profit, specializes in the sale of foreign and domestic pre-owned cars of all makes and models.(NASCAR)(5-5-2014)
Nationwide will not renew Series sponsorship UPDATE 2: Nationwide Insurance will exit its title sponsorship of NASCAR's secondary series following the '14 season, but the company plans to increase its spending in the sport by sponsoring a Sprint Cup team, buying media, cutting track deals and maintaining its position as NASCAR's official insurer. Nationwide is in the sixth year of a seven-year series title
sponsorship. The title rights and media package cost approximately $8M a year. Nationwide CMO Matt Jauchius said the deal, which was signed in
'07, had helped the company expand its business and earn the respect and trust of avid NASCAR fans. By increasing its sponsorship in the Sprint
Cup, where it currently sponsors Roush Fenway Racing driver Ricky Stenhouse Jr., and continuing to endorse and feature Danica Patrick and
Dale Earnhardt Jr. in advertising during Cup races, he hopes the company can expand brand awareness with casual NASCAR fans. Jauchius said,
"Being a series sponsor was the right thing at that particular time but we see Sundays (for Cup races) as the next step. You'll see us lean into
this even more at the Cup level. ... I will spend more money in 2014 and 2015 (in NASCAR) by shifting assets around a bit." NASCAR plans to begin
searching for a new title sponsor immediately. That effort will be led by Chief Sales Officer Jim O'Connell.(Sports Business Journal)(9-18-2013)
UPDATE: NASCAR and Nationwide Insurance have finalized a new agreement to extend Nationwide's position as the official auto, home, life and business insurance partner of NASCAR through 2017. As part of the new contract, Nationwide Insurance also will become the presenting sponsor of the Betty Jane France Humanitarian Award. The insurer, in its sixth year of a seven-year agreement as title sponsor of the NASCAR Nationwide Series, will pivot from its series entitlement sponsorship and focus its NASCAR marketing programs on the NASCAR Sprint Cup Series beginning in 2015."As a series entitlement sponsor and savvy marketer, Nationwide Insurance has been an ideal partner to our sport and we're proud to have them continue to be part of our family of Official NASCAR Partners," said Steve Phelps, NASCAR chief marketing officer. "The company has been highly successful in using our sport as a platform to enhance its brand and drive its business and has stated publicly how much value they glean as a series sponsor. The fact that Nationwide will continue its investment across our sport - in a variety of ways and for many years to come - is encouraging and speaks to the power of NASCAR as a marketing platform."The insurer began its 15-year motorsports history as a hospitality sponsor with targeted race tracks and progressed to the Official Insurance Partner of NASCAR and the title sponsor for the U.S.'s No. 2 motorsports series. Nationwide Insurance will look to build a more consistent presence in the NASCAR Sprint Cup Series enabling its message to reach an even larger NASCAR audience."The NASCAR Nationwide Series is a great proving ground not only for drivers and crew members, but for sponsors too," said Nationwide chief marketing officer, Matt Jauchius. "We're proud of the success Nationwide Insurance has attained through our relationships with NASCAR and the Nationwide Series. It's a natural evolution for Nationwide Insurance to move our marketing investment to the NASCAR Sprint Cup Series and we'll continue to put tremendous effort behind all of our NASCAR marketing platforms in the years to come." Nationwide Insurance also will sponsor the Betty Jane France Humanitarian Award. The NASCAR Foundation presents the award to a NASCAR fan who embodies the ideals of charity and community that Mrs. France has championed throughout her life. Nominees for the award honor the spirit of NASCAR, demonstrating goodwill and generosity in the interest of helping children in need. One winner receives a $100,000 donation to direct to the children's charity of their choice along with a NASCAR experience of a lifetime. The top three remaining finalists receive $25,000 to direct to their children's charity of choice."We approached NASCAR about sponsoring the Betty Jane France Humanitarian Award because it embodies the spirit and culture of giving that Nationwide Insurance values," added Jauchius. "The Nationwide Children's Hospital 200 race is a good example of the collaboration among sponsors, teams and the NASCAR Foundation pulling together to shine the national spotlight on a deserving organization. We look forward to working with Betty Jane and the Foundation to highlight other unique charitable efforts that NASCAR fans support all across the country.""Nationwide Insurance is a long-standing partner to NASCAR, and more importantly a strong advocate for children, and we are excited to welcome them as presenting sponsor of the Betty Jane France Humanitarian Award," said Betty Jane France, NASCAR Foundation Chairwoman. "At The NASCAR Foundation, we seek to align ourselves with brands and organizations that share our same mission of enhancing the lives of children in this country. For these reasons, Nationwide Insurance is a perfect fit to help us present this special award."(NASCAR)(9-18-2013)
UPDATE 2: In its final year as the title sponsor of NASCAR's No. 2 series, Nationwide will spend at least as much money on NASCAR next year as it does this year as it transfers its marketing focus to Dale Earnhardt, Jr. Nationwide will sponsor Earnhardt for 12 Cup races in 2015 and 13 races in each of the 2016 and 2017 seasons. Since 2009, Nationwide has had a personal services deal with Earnhardt. Nationwide felt it had to establish itself as a NASCAR sponsor through its series sponsorship before moving on to more of a Cup focus starting in 2015.(Sporting News)(5-2-2014)
Safety-Kleen renews Official partnership with NASCAR: NASCAR announced it has reached a multi-year agreement to renew its official partnership with Safety-Kleen, and is among several companies renewing their commitment to NASCAR in 2014. The company will continue as the Official Environmental Services Supplier of NASCAR. The news comes amidst NASCAR's second-annual NASCAR Race to Green initiative, which is galvanizing teams, tracks, drivers, Official NASCAR Partners, and fans around the theme of protecting and preserving the environment. Richardson, Texas based Safety-Kleen is owned by Norwell, Massachusetts based Clean Harbors, Inc. Safety-Kleen, an Official NASCAR Partner since 2004, provides onsite trackside support with its cleaning products and through its oil recycling and re-refining services at more than 200 NASCAR-sanctioned races a year. This ensures all cleaning solvents, oil, fluids and lubricants used in NASCAR racing are recaptured and re-used into useable products. A major contributor to NASCAR's recycling efforts; Safety-Kleen became a founding partner of NASCAR Green at the inception of the platform in 2008. Since entering the sport, Safety-Kleen has collected enough race-used oil to power the Empire State Building for more than an entire year. In 2013, Safety-Kleen collected and re-refined more than 200,000 gallons of NASCAR oil at tracks and team shops.(NASCAR)(4-24-2014)
NASCAR Unveils Air Titan 2.0: NASCAR introduced an evolution in innovation - the results of which will continue to elevate a fan's race-viewing experience to an even greater level. The Toyota-hauled next generation of Air Titan, the cutting-edge track-drying technology, made its race weekend debut at Martinsville Speedway today. Air Titan 2.0 is a more compact, more nimble and more environmentally friendly version of its innovative predecessor - one that since its introduction in February 2013 has rescued multiple races, including this year's Daytona 500. Air Titan 2.0 signals a major step forward in NASCAR's innovation cycle. It replaces the bulky support vehicles required by Air Titan 1.0 with a single, self-contained unit that's perched on the bed of a Toyota Tundra. By addressing the size of the power source, NASCAR now has the ability to deploy up to 21 units in Toyota Tundras at larger venues and operate more efficiently on smaller tracks. The Air Titan 2.0 more than triples the blade capacity of the original version and deliver 2.6 times more air volume at a speed of 568 mph, while raising the air temperature by 70 degrees over ambient. With the combination of water removal and accelerated evaporation, the ultimate goal is to reduce track-drying time by 80 percent. Air Titan 2.0 will consume nearly 80 percent less fuel and emit 80 percent less carbon dioxides. Air Titan 2.0 works in conjunction with the Eco-Infused Elgin Track Vacuum/Sweeper and existing jet dryers. In coordination with the roll out of the Air Titan 2.0, Elgin has now become the Official Sweeper of NASCAR Green.(NASCAR)(3-29-2014)
Janssen Pharmaceuticals joins NASCAR as official partner: NASCAR announced that it is teaming up with Janssen Pharmaceuticals, Inc., to help make a difference for racing fans who are at risk for or are living with blood clots. Janssen, the maker of XARELTO (rivaroxaban), an important medicine used to treat and help prevent blood clots, is now the Official Cardiovascular Partner of NASCAR. Blood clots have hit close to home for the NASCAR community. Brian Vickers, full-time driver of the #55 Aaron's Dream Machine Toyota for Michael Waltrip Racing in the NASCAR Sprint Cup Series, recently overcame his second episode with the condition. Having completed his treatment with XARELTO and being cleared by his physician, Brian is now competing again in the NASCAR Sprint Cup Series and is currently 18th in points. 900,000 Americans experience blood clots every year2 that result in nearly 300,000 deaths. According to The National Blood Clot Alliance, many factors can increase a person's risk for developing blood clots, including age; being overweight; having other chronic diseases; immobility; hormones and pregnancy; long air travel; surgery; trauma or injury.(NASCAR)(3-22-2014)
Goodyear named recipient of 2014 "Driving Business Award": For the past 60 years The Goodyear Tire and Rubber Company has been a fixture at the track each race weekend, developing and supplying tires for the most demanding drivers in the world to face the grueling conditions of NASCAR. Goodyear's success in the sport has not been limited to its efforts on the track. [Friday] in a ceremony hosted at the NASCAR Fuel for Business (NFFB) meeting in Las Vegas, NASCAR Chief Operating Officer Brent Dewar officially presented Goodyear with the "Driving Business Award." The annual award is bestowed to the Official NASCAR Partner that demonstrates extraordinary leadership and results through its participation in the NFFB Council. Celebrating its 10th anniversary, the NFFB Council is a business-to-business platform that brings together an exclusive group of more than 50 Official NASCAR Partners to buy and sell products and services. Since its inception in 2004, the quarterly meetings have facilitated more than 1,000 "speed meeting" sessions where Official NASCAR Partners meet and do business with one another. Goodyear has been a proud member of the NFFB Council since 2008, and currently conducts business with nearly half of the companies in the council. As a result, Goodyear has formed a number of key marketing and promotional relationships with Official NASCAR Partners that help drive retail traffic and sales.(NASCAR)(3-8-2013)
NASCAR evaluates sponsorship: NASCAR has transformed its research and insights capabilities, giving the racing-car circuit's commercial partners - like Coca-Cola - a deeper insight into return on investment than ever before. Sean Doherty, NASCAR director/digital and social-media engagement, told an American Marketing Association (AMA) webcast audience: "The Coca-Cola Co. came to us and wanted a brand analysis for each of their drivers. They wanted share for each driver; how each one engaged with fans; and the size of their social footprint. They wanted to be able to activate their brand against a track, a race, or off site as well." Stepping up to that challenge, said Doherty, "We had to transition from a PR department to a fully-integrated marketing communications model. We took a deep dive into the industry's position relative to digital and social media. We researched the way that fans experienced our events. And we looked at the way people consumed other sports and entertainment properties. We searched for growth markets to attract new fans to the sport. And we also took a critical look at our current portfolio of drivers." NASCAR found a partner to give it the tools required to make this transition, as information technology group Hewlett-Packer designed and created the Fan and Media Engagement Center. This research facility features 13 screens of 46 inches in size, as well as three work stations and the analytical tools NASCAR needs to help race-car teams, tracks, sponsors, broadcast partners process more data faster. The facility provided Coca-Cola with the insight it needed, as well as securing engagement from a group of other Fortune 100 companies, including Sprint, Goodyear Tires, MillerCoors and ExxonMobil.(Warc)(2-11-2014)
Flowmaster Becomes Exclusive Performance Exhaust Of NASCAR: NASCAR announced a new multi-year agreement with Flowmaster designating it as the exclusive NASCAR Performance partner for performance exhaust system components, which include performance mufflers, catalytic converters, headers and installation accessories. Flowmaster will complement their category rights with participation in the NASCAR Sprint Cup Series Contingency Program. Flowmaster will leverage its new designation for exhaust system components and the power of NASCAR's intellectual property to activate at various retail and wholesale channels nationwide and at-track through aggressive customer hosting.
NASCAR fans are more likely to be do-it-yourselfers when it comes to automotive maintenance and repairs, including mufflers. According to independent research conducted by Scarborough (USA+ 2013 Release 1) among consumers who have a vehicle, NASCAR fans are approximately 50 percent more likely than non-fans to have had a muffler repair or service in the past year and are approximately 55 percent more likely to have either done the muffler repair or service themselves or have someone else do it for free.
"We're proud to welcome Flowmaster to the NASCAR family because they exemplify the type of reliability our fans have come to expect from NASCAR Performance partners," said Norris Scott, NASCAR vice president of partnership marketing. "NASCAR teams and contingency sponsors display a level of synergy and teamwork that is unparalleled and continues to be one of the major reasons companies choose to partner with NASCAR."
The NASCAR Sprint Cup Series Contingency Program strives to build strong relationships with high-quality, performance-driven brands that are leaders in their respective categories and awards money to NASCAR teams after each race and at the end of each season. Flowmaster becomes the third new company this year to join the NASCAR Sprint Cup Series Contingency Program, where companies have their sponsor decals on the front fender of competitor race cars.
"I can't wait until next February when the Flowmaster brand hits the high banks of Daytona International Speedway in NASCAR's premier series," said Flowmaster Chief Marketing Officer Nate Shelton. "We have been developing exhaust systems for 30 years and will continue to manufacture best-in-class exhausts and mufflers for NASCAR fans who demand performance from their car or truck."
Flowmaster is constantly developing the highest quality exhaust products at its state-of-the-art Research and Development Center in Santa Rosa, Calif., through innovation and decades of manufacturing experience. All Flowmaster mufflers and exhaust systems are developed and manufactured in the USA.(NASCAR)(12-14-2013)
NASCAR Green Summit held in Chicago: An assortment of global influencers, accomplished dignitaries and high-profile executives headlined the 2013 NASCAR Green Summit Delivered by UPS in Chicago. Commemorating five years of innovative changes to the sport's environmental footprint, the event examined the substantive initiatives that have helped make NASCAR the sports sustainability leader. Founded on NASCAR Chairman & CEO Brian France's vision, NASCAR Green has grown exponentially into one of the most powerful environmental awareness platforms in the country. NASCAR owns the largest recycling, tree planting and renewable energy programs in all of sports. It also put nearly five million competition miles on Sunoco Green E15, a biofuel blended with 15 percent American-made ethanol made from American-grown corn. The 2013 NASCAR Green Summit delivered by UPS recognized a number of Official NASCAR Partners that continue to push the bar in driving sustainable behavior. The program included executives from some of the world's most influential brands, such as Coca-Cola, Ford Motor Company, Eaton, General Motors, Liberty Tire, Safety-Kleen, Sprint, Sunoco, Toyota and presenting partner UPS.
NASCAR formally announced it will enter into strategic collaborations with the Department of Energy (DOE) and the NRDC. NASCAR and the DOE will collaborate on advancing the adoption of clean energy technologies. NASCAR and the NRDC will collaborate on several initiatives in the areas of energy usage, waste management and food consumption.
Additionally at the summit, NASCAR honored a number of sanctioned tracks for their dedication to making a positive impact on the environment. Auto Club Speedway, Darlington Raceway, Daytona International Speedway, Kansas Speedway, Las Vegas Motor Speedway, Michigan International Speedway, Pocono Raceway, Richmond International Raceway, Sonoma Raceway and Watkins Glen International all received special awards.(NASCAR)(9-12-2013)
Whelen Engineering Becomes Entitlement Sponsor Of European Stock Car Series: Whelen Engineering, a long-time sponsor and supporter of NASCAR's touring and regional series, became the official entitlement sponsor of the European stock-car series in an announcement Monday morning in Paris. The first race under the newly re-named NASCAR Whelen Euro Series will be this weekend at France's Tours Speedway. The first-of-its-kind, temporary oval is located just outside Paris. The series, which was founded in 2008, is in its second year under the NASCAR banner. The Whelen entitlement sponsorship agreement is through 2019. The NASCAR Whelen Euro Series competes on road courses in France (Circuit Paul Armagnac in Nogaro, Circuit de Dijon-Prenois in Dijon, and the championship round at Circuit Le Mans Bugatti in LeMans), England (Brands Hatch Circuit), Spain (MotorLand Aragón, near Alcañiz) and Italy (Autodromo Nazionale di Monza, north of Milan). Many of those facilities have signed long-term agreements to hold Euro Series races.(NASCAR)(7-2-2013)
More Fortune 500 companies involved in NASCAR: Nearly one-in-four (117) Fortune 500 companies use NASCAR as part of their marketing mix, according to an analysis of sponsors currently in the sport when compared to the magazine's annual list released this month. For the second consecutive year, the number of Fortune 500 companies involved in NASCAR increased; and is an eight percent improvement over 2008. The analysis encompassed companies currently involved as a sponsor of NASCAR's sanctioning body, teams, tracks and/or as media partners. Findings from a study commissioned by NASCAR and conducted by Toluna prior to the start of the 2013 season show that approximately one out of four NASCAR fans strongly agree that they support NASCAR sponsors more than sponsors of other sports. To be eligible for the Fortune 500, a company must be based in the U.S. and publicly traded. Though many companies on the Fortune 500 utilize NASCAR as part of their business-building strategy to develop their customer base, strengthen market share, and increase value for their shareholders, only industry partners, media partners, and licensees involved in the sport were counted in the analysis. Companies invested in the sport solely as advertisers were not counted.(NASCAR)(5-31-2013)
Sherwin-Williams becomes official sponsor of NASCAR: NASCAR and Sherwin-Williams announced a multi-year partnership designating the nation's largest specialty retailer of paint and painting supplies as the "Official Paint of NASCAR." Sherwin-Williams, a FORTUNE 500 company, will leverage its new designation for architectural paint and the power of NASCAR's intellectual property to activate at its more than 3,500 stores nationwide and ignite the passion of its customers - many of whom are fiercely brand-loyal fans of the sport
In addition to signing on as an Official NASCAR Partner, Sherwin-Williams also becomes a Contingency Sponsor in the NASCAR Sprint Cup Series, NASCAR Touring & Weekly Series and GRAND-AM Road Racing. The NASCAR and GRAND-AM contingency programs foster strong relationships between competitors and the high-quality, performance-driven brands that are part of the program, by providing prize money for each race and at the end of each racing season. Competitors become eligible for the money by displaying partner decals on their race vehicles. As part of the contingency program, Sherwin-Williams will be title sponsor of the Fastest Lap Award in the NASCAR Sprint Cup Series.(NASCAR)(5-13-2013)
NASCAR will evaluate future race sponsorships: With the NRA 500 drawing attention just for the name of the race, NASCAR will take a closer look at race sponsorships in the future, the sanctioning body said in a statement Thursday. Tracks negotiate their own naming rights deals, and Texas Motor Speedway announced last month that the National Rifle Association would sponsor its Sprint Cup Series race, scheduled for Saturday night. The sanctioning agreement tracks have with NASCAR states that "NASCAR reserves the right to approve or disapprove any advertising, sponsorship or similar agreement in connection with the event." NASCAR approved the sponsorship, and Texas Motor Speedway President Eddie Gossage said Thursday there has been no public outcry over the sponsorship. But NASCAR spokesman David Higdon released a statement that indicated the timing of a sponsorship and the perception of NASCAR will be used to determine whether to approve race sponsorships in the future. "The NRA's sponsorship of the event at Texas Motor Speedway fit within existing parameters that NASCAR affords tracks in securing partnerships," the NASCAR statement said. "However, this situation has made it clear that we need to take a closer look at our approval process moving forward, as current circumstances need to be factored in when making decisions."(Sporting News)(4-12-2013)
NASCAR video slots take center stage at Gaming Tradeshow & Convention: Bally Technologies' new NASCAR video slots and Virtual Racing NASCAR application are taking center stage at the NIGA Indian Gaming 2013 Tradeshow & Convention in Phoenix, Ariz. March 24-27, getting ready to bring the horsepower of America's most popular spectator sport to casino floors everywhere. "We always look forward to NIGA and showcasing our newest games, systems, and interactive technology to our important partners in tribal gaming," said Ramesh Srinivasan, President and Chief Executive Officer of Bally Technologies. "NIGA is the perfect stage to highlight the power of brands like NASCAR and Pawn Stars when combined with Bally's sleek slot cabinets, high-performing math, and engaging play mechanics." Srinivasan added that this year, Bally is bringing tribal operators the power of the NASCAR brand across both games and systems through the NASCAR Video Slots and Virtual Racing NASCAR, a floor-wide bonusing application that enables casinos to run a virtual race on nearly every game device - without interrupting gameplay. Bally's NASCAR innovations, along with nearly 60 unique game titles and a host of award-winning systems and interactive products, will be spotlighted in booth no. 412 at the Phoenix Convention Center. Bally's product suite is designed to optimize performance for operators and deliver unparalleled player excitement.(Casino City Times)(3-21-2013)
Prevost becomes official NASCAR partner: NASCAR and Prevost announced a new multi-year partnership that designates the leading manufacturer of premium touring and conversion coaches, as the Official Luxury Motorcoach of NASCAR. Prevost assembles motorhomes for a number of NASCAR team owners and drivers who make the race track their home for more than 30 race weekends a year. Prevost, along with its converter partners, manufactures innovative motorhomes that stand up to the demand of a 10-month-long NASCAR schedule. A fixture at the track each weekend, Prevost motorcoaches are utilized across the driver and team owner lots, sponsor hospitality compounds, manufacturer engineering stations, and fan camping areas. NASCAR will utilize Prevost motorcoaches this year for at-track hospitality through the NASCAR Fuel for Hospitality program, which is specifically designed for Official NASCAR Partners to provide employees and customers with a VIP race-day experience at the track. In addition, Prevost will also be joining the NASCAR Fuel for Business Council to buy and sell directly with top Fortune 500 companies.(NASCAR)(3-12-2013)
Patrick, Stenhouse Jr. Headline Sunoco Rookie of the Year Award Battle: As teams make final preparations to start the 2013 race season, NASCAR announced today the lineup of 2013 Contingency Program sponsors for all three national series. Not since 2006, when Chase for the NASCAR Sprint Cup regulars Denny Hamlin, Clint Bowyer and Martin Truex Jr. battled for the Sunoco Rookie of the Year Award, has there been this much attention focused on the rookie title. Ricky Stenhouse Jr., Timmy Hill and Danica Patrick, all eligible for 2013 Sunoco Rookie of the Year honors, enter this season with high expectations. Stenhouse, the two-time NASCAR Nationwide Series champion, and Hill won the Sunoco Rookie of the Year Award in the NASCAR Nationwide Series in 2010 and 2011, respectively. Patrick finished the 2012 NASCAR Nationwide Series 10th in points. "This year's Sunoco Rookie class is going to be truly exciting to watch," said Andrew Kabakoff, Sunoco Brand Manager. "We are proud to support NASCAR's rising stars and wish them the best of luck as we look forward to a very exciting season of racing."
The Coors Light Pole Award is another key contingency partner that will undoubtedly receive a lot of attention this season. Danica Patrick's pole victory in Daytona placed the award in the spotlight this week, as did the season-opening Sprint Unlimited, where the field was set by 2012 Coors Light Pole winners and past champions of the event. The Coors Light Pole Award is presented to the fastest eligible qualifier in each NASCAR Sprint Cup Series race.
Duralast, the 'Official Brakes of NASCAR,' has become the newest addition to the stable of companies that participate in the NASCAR Contingency Program with the creation of the "Brake in the Race Award" across both the NASCAR Sprint Cup Series and NASCAR Nationwide Series. The weekly award will be given to the highest eligible driver in the running order at the time of the first caution of each race. The year-end award winner will be the driver who wins the "Brake in the Race Award" the most times during the course of the season. In the event of a tie, the final series point standings shall serve as the tiebreaker.
"We are proud of the strong lineup of NASCAR Contingency Program sponsors across our three national series this year, and are enthused by the excitement surrounding the intense competition for the Sunoco Rookie of the Year Award," said Norris Scott, NASCAR vice president, Partnership Marketing. "NASCAR contingency sponsors and teams display a level of collaboration and teamwork that is unmatched in sports and continues to be one of the major reasons companies choose to partner with NASCAR."
The NASCAR Contingency Program strives to build strong relationships with high quality, performance driven brands that are leaders in their respective categories, and award money to NASCAR teams via per race and year-end awards. Competitors become eligible for prize money by displaying sponsor decals on the front fender of their race cars and trucks. In some instances, use of a sponsor product is also required.(NASCAR)(2-23-2013)
FDP Becomes Newest Official Partner of NASCAR: NASCAR and FDP Friction Science, a leading manufacturer and supplier of brake pads, announced today a new agreement that designates the Duralast brand as the 'Official Brakes of NASCAR.' With more than 50 years of brake technology and friction development experience, FDP manufactures Duralast Brakes which are sold exclusively at AutoZone. Duralast will also participate in the NASCAR contingency program, with the creation of the "Brake in the Race Award" across both the NASCAR Sprint Cup Series and NASCAR Nationwide Series. The weekly award will be given to the highest eligible driver in the running order at the time of the first caution of each race. The year-end award winner will be the driver who wins the "Brake in the Race Award" the most times during the course of the season. In the event of a tie, the final series point standings shall serve as a tiebreaker.(NASCAR)(2-21-2013)
Mobil 1 extends contract with NASCAR: Mobil 1 will remain the "Official Motor Oil of NASCAR" through 2017 under a contract extension with parent company ExxonMobil. Mobil 1 is entering its 11th year as an official NASCAR partner. It will now be a contingency partner across all NASCAR national and touring series, the presenting sponsor of the Mobil 1 Driver of the Race Award, and the presenting sponsor of the NASCAR Canadian Tire Series.(Associated Press)(1-21-2013)
Below is the 2013 national series contingency sponsor lineup and special awards:
3M - NSCS*, NNS* - Lap Leader Award
ARP Fasteners - NNS
Auto Meter Gauges - NSCS, NNS, NCWTS
COMP Cams - NSCS, NNS, NCWTS
Coors Light - NSCS*, NNS*, NCWTS* (Keystone Light) - Pole Award
Duralast Brakes - NSCS*, NNS* - Brake in the Race Award
Edelbrock - NSCS, NNS, NCWTS
Freescale - NSCS* - Wide Open Award
Goodyear Tires - NSCS*, NNS*, NCWTS* - Goodyear Tires Award to Series Champions
American Ethanol - NSCS*, NNS*, NCWTS* - Green Flag Restart Award (NSCS) - Awarded to Series Champions (NNS, NCWTS)
Holley Throttle Bodies/Carburetors - NSCS (throttle bodies), NNS, NCWTS
JE Pistons - NNS, NCWTS
JEGS - NSCS, NNS
K&N Filters - NSCS, NNS, NCWTS
Lincoln Welders - NSCS, NCWTS
MAHLE Clevite - NSCS*, NNS*, NCWTS* - Engine Builder of the Race/Year Award
Mechanix Wear - NSCS*, NNS, NCWTS - Mechanix Wear Most Valuable Pit Crew (Quarterly/Year End)
Mobil 1 - NSCS*, NNS*, NCWTS* - Driver of the Race/Year
MOOG Steering & Suspension - NSCS*, NNS, NCWTS - Problem Solver of the Race/Year
MSD Ignition - NNS, NCWTS
Simpson Firesuits - NNS, NCWTS
Sherwin-Williams - NSCS
Sunoco - NSCS*, NNS*, NCWTS* - Diamond Performance Award to Series Champions - Rookie of the Year
*Indicates Special Award sponsor with a year-end bonus.(NASCAR)
2013 NASCAR OFFICIAL PARTNERS:
Official Partner Designation
3M: Official Partner
Bank of America: Official Bank
Camping World: Official Outdoor and RV Retail Partner
Canadian Tire: Official Partner
Chevrolet: An Official Passenger Car
Coca-Cola: Official Non-Alcoholic Beverage, Official Soft Drink, Official Sport Drink, Official Energy Drink
Coors Light: Official Beer
COPD Foundation: Official Health Initiative
Creative Recycling Systems: Official Partner of NASCAR Green
DuPont: Official Finish
Exide: Official Battery
Featherlite Trailers: Official Trailer (thru 2018)
Ford: Official Truck
Freescale: Official Partner
Freightliner: Official Big Rig, Official Hauler
Goodyear: Official Tire
Green Earth Technologies: Official NASCAR Green Partner
Growth Energy: Official Partner
K&N: NASCAR K&N Pro Series, Official Partner
Mars: Official Chocolate, Official Chocolate Bar; Official Partner
McLaren: Official Partner
Mobil 1: Official Partner (thru 2017)
Nabisco (Mondelez): Official Cookies and Crackers
NASCAR Driver Pass: Official Auto Parts Retail & Auto Service Provider
National Corn Growers Association: Official Partner
Nationwide Insurance: Official Auto, Home and Life Insurance
New Holland: Official Agriculture Equipment
Prevost: Official Luxury Motorcoach
Safety-Kleen: Official Supplier
SIRIUSXM Radio: Official Satellite Radio Partner
Sherwin-Williams: Official Paint
Sprint: Official Series Sponsor
Sunoco: Official Fuel and Official Convenience Store
Toyota: An Official Passenger Car
Unilever: Official Partner
UPS: Official Logistics Provider
Visa: Official Card
Whelen: NASCAR Whelen Modified/Southern Modified Series, Official Partner
2013 NASCAR AUTOMOTIVE PARTNERS:
Official Partner Designation Affinity Road & Travel LLC (Good Sam) NASCAR Officially Licensed
Auto Meter NASCAR Performance
Autolite NASCAR Performance
Bosch NASCAR Performance
Cometic NASCAR Performance
Comp Cams NASCAR Performance
Edelbrock NASCAR Performance
Federal Mogul/Moog NASCAR Performance
Holley NASCAR Performance
JEGS NASCAR Performance
Lincoln Electric NASCAR Performance
Mahle NASCAR Performance
Mechanix Wear NASCAR Officially Licensed
Midtronics NASCAR Performance
Phyzix NASCAR Performance
Schumacher NASCAR Performance
Standard NASCAR Performance
Ucoat-It NASCAR Performance
UTI NASCAR Technical Institute
NASCAR & Featherlite Trailers Announce 6-year Extension: NASCAR and Featherlite Trailers announced that the Iowa-based company has agreed to extend its long-term partnership with NASCAR. The six-year extension ensures that Featherlite Trailers will be the Official Trailer of NASCAR through 2018. Entering its 13th year as an Official Partner, Featherlite Trailers built its first race car transporter for owner Richard Childress 20 years ago, dating its relationship with the sport back to 1993.
Featherlite Trailers plays a vital role in facilitating high-quality NASCAR race events each weekend. Ninety percent of NASCAR Sprint Cup Series and NASCAR Nationwide Series teams rely on Featherlite transporters to move vital race equipment to every event. Additionally, approximately 10 transporters manufactured by Featherlite Trailers serve as official office and meeting spaces for NASCAR race officials and personnel each weekend across the country. "Featherlite Trailers is pleased to extend our partnership with NASCAR," said Terry Carlson, chief executive officer of Universal Trailer Holding Corp. "As a long-time NASCAR partner, Featherlite is committed to the sport and its fans, as well as providing world-class support and services to NASCAR and its race teams."
In the second half of the 2012 NASCAR season, Featherlite Trailers introduced its newly redesigned custom "T1" NASCAR support and media trailer. The transporter, featuring larger and more efficient work spaces, is utilized by NASCAR broadcast partners at the track each weekend. "The return of Featherlite Trailers benefits our entire industry, including our tracks, drivers, teams and partners," said Jim O'Connell, NASCAR chief sales officer. "The extension of this 20-year relationship ensures that our sport will continue to have the most technologically advanced race transporters and meeting spaces, critical to facilitating high quality race events each weekend." Featherlite Trailers is a leading designer and manufacturer of aluminum trailers, including specialized 53-foot race car transporters and highly customized specialty trailers for virtually every business purpose. The company also manufactures car, recreation, utility, horse and livestock trailers. Featherlite is part of Universal Trailer Corporation's family of brands.(NASCAR)(1-14-2013)
Segway to target the NASCAR market: Segway Inc. announced that it's 'Teaming Up For Security' with BCM Solutions, Inc., the motorsports industry's largest security provider. BCM Solutions will deploy Segway Patrollers beginning with the 2013 and 2014 NASCAR and IndyCar race seasons to enhance its overall security efforts. Across all racing series, each season includes nearly 100 races throughout the United States.(Segway)(1-11-2013)
Sponsor exposure values rise 7% in Cup over 2011: The total exposure value for all TV-visible sponsor brands in the NASCAR Sprint Cup Series in 2012 totaled over $1.2 billion across the 10-month season. Though the total number of logo detections, length of time on-screen and viewership were down slightly, media exposure values still saw gains based on higher cost of media and longer exposure during higher-rated races such as this year's extended Daytona 500. Demonstrating the importance of exposure during the Chase for the NASCAR Sprint Cup, champion Brad Keselowski's primary sponsor Miller Lite received 55% of its exposures in the 10-race Chase alone, and nearly 20% of that exposure came from the final race. (Repucom)(12-6-2012)
Green Earth Technologies joins NASCAR as Official Green Partner: In a joint announcement, Florida-based Green Earth Technologies (GET) joined the stable of Official NASCAR Green Partners. GET's G-CLEAN pressure washers and environment-safe cleaning products and degreasers for concrete, home siding and outdoor mold and mildew stain removal, will offer NASCAR fans a green alternative to use on their homes. GET's presence in the sport will expand across NASCAR Home Tracks, including participation in the NASCAR Home Tracks Contingency program. GET's G-CLEAN logo will be featured on-track with a decal on each entry in the NASCAR Whelen All-American Series, NASCAR Whelen Modified Tour, NASCAR Whelen Southern Modified Tour and NASCAR K&N Pro Series. Additionally, Green Earth Technologies signage will be prominently featured at Home Track racetracks across the country.(NASCAR)(10-31-2012)
New Holland becomes official agricultural equipment Of NASCAR: In a joint announcement at the NASCAR Fuel for Business Council meeting in Chicago, New Holland became the Official Agricultural Equipment of NASCAR. New Holland, the latest NASCAR Official Partner, has served the needs of farmers and ranchers across North America for more than 110 years, and its equipment plays a critical role in the production of ethanol. In 2011, NASCAR announced a switch in its three national series to Sunoco Green E15, a 15-percent ethanol blend fuel made with corn grown in the United States. The low-carbon fuel emits 20% less greenhouse emissions than unleaded gasoline. New Holland manufactures a wide range of equipment essential for the crop production and harvesting of corn used to produce the biofuel. Growth Energy, a leading ethanol advocacy organization, and the National Corn Growers Association created the American Ethanol partnership with NASCAR to push for broad acceptance of a renewable domestic fuel for American motorists. New Holland will work to support this partnership throughout the remainder of the 2012 NASCAR season to support the farmers who play a vital role in the ethanol industry.(NASCAR)(9-15-2012)
One In Five Fortune 500 Companies Invest In NASCAR: More Fortune 500 companies are involved in NASCAR than in 2008, according to a recent review of brands currently using the sport to drive business. The analysis looked at companies that either sponsor NASCAR teams, tracks, the sanctioning body, or are media partners. The number of current Fortune 500 companies invested in NASCAR (114) remains higher than any other sport. In 2012 alone, more than 24 brands entered the sport, including a handful of Fortune 500 companies. Although being a Fortune 500 company is the gold standard of success for publicly-traded companies in the United States, there are several global corporations currently involved in NASCAR that were not included in the review because they do not meet Fortune's domestic criteria. To be eligible for the Fortune 500, a company must be based in the U.S. and be publicly traded. The companies in consideration actively utilize NASCAR as marketing vehicle through a team, track or NASCAR official sponsorship, licensing agreement and/or a media partnership.(NASCAR)(7-18-2012)
NASCAR partners to help with 'NASCAR Unites - An American Salute' in support of military: In what is one of the most patriotic weekends of the year, NASCAR will celebrate the culmination of 'NASCAR Unites - An American Salute,' during Independence Day weekend festivities for the Coke Zero 400 NASCAR Sprint Cup Series race at Daytona International Speedway (DIS). The race will serve as a rallying point for many NASCAR Official Partners and Licensees to express their gratitude for active American servicemen and women, veterans and their families. Several activities are planned to help honor and recognize these heroes and the sacrifices they have made through their service to our country.
Headlining the activities will be Goodyear, which will launch its "Goodyear Gives Back" program benefiting Support Our Troops. Goodyear is running special "Support Our Troops" tires in both the NASCAR Nationwide Series and NASCAR Sprint Cup Series races this weekend to honor our Armed Forces. With the help of the entire NASCAR family via volunteer service, auction items, and items for care packages, Goodyear has contributed nearly $400,000 in charitable support since 2010 to help military members and their families through the Support Our Troops organization. Fans can learn more and get involved in the "Goodyear Gives Back" program by visiting www.goodyear.com/givesback.
As part of this year's program, 5,000 care packages will be shipped to U.S. troops serving overseas. The packages will be assembled by approximately 100 volunteers on July 5th at DIS. UPS employees will be among the volunteers assembling the care packages, which will be transported to UPS's sorting facility in Atlanta for additional processing. From there, UPS will coordinate the delivery of the cargo to troops stationed at Bagram Air Force Base in Afghanistan.
The NASCAR Foundation is also partnering with Goodyear to host a nine-week auction featuring items such as autographed Support Our Troops race-used Goodyear tires, fan VIP experiences, and assorted racing memorabilia.
In addition, it's the fourth-straight year that Daytona International Speedway will honor Medal of Honor recipients, a program that was first started by Bill France Sr. back in the 1970s. All four Medal of Honor recipients will be recognized during a special salute over various activities during the weekend. The Medal of Honor recipients, all from the Vietnam War, to be honored are Michael Fitzmaurice, Specialist Fourth Class, U.S. Army; Jack Jacobs, Captain, U.S. Army; Robert Patterson, Staff Sergeant, U.S. Army; James Taylor, Captain, U.S. Army.(NASCAR)(7-4-2012)
Office Depot wins NASCAR "Driving Business Award": Office Depot, Inc., a leading global provider of office supplies and services that helps customers save time, is the recipient of the 2011 NASCAR Driving Business Award, presented annually to the Official Partner that demonstrates extraordinary leadership and results through their participation in the NASCAR Fuel for Business (NFFB) Council. The NFFB Council is a program that brings together an exclusive group of more than 50 Official NASCAR Partners to get more out of their sponsorship, specifically getting partners together four times a year to buy and sell products and services. This environment offers the unique opportunity for many Fortune 500 companies to bypass the time and layers of corporate coordination that may exist and construct customized deals to help address specific business needs. Through the NFFB Council, Office Depot secured new business accounts with Chevrolet, Ford, the National Corn Growers Association, Getty Images, and NASCAR RV Resorts, to name a few, helping the company drive business year after year. During the past seven seasons, Office Depot also used its status as an Official NASCAR Partner to activate its highly acclaimed "Official Small Business of NASCAR, Courtesy of Office Depot" promotion. In 2010 and 2011, Office Depot teamed up with fellow NFFB Council member and business partner, 3M Corporation, on the promotion.(NASCAR)(3-10-2012)
2012 NASCAR Contingency Program announced: As teams make final preparations to start the 2012 race season, the National Association for Stock Car Auto Racing (NASCAR) announced the lineup of 2012 NASCAR Contingency Program sponsors for all three national series.
The NASCAR Contingency Program is administered by the Charlotte, N.C. based NASCAR Automotive Group. The program strives to build strong relationships with high quality, performance driven brands that are leaders in their respective categories, and award money to NASCAR teams via per race and year-end awards. Competitors become eligible for prize money by displaying sponsor decals on the front fender of their race cars and trucks. In some instances, use of a sponsor's product is also required.
Three new special awards highlight the 2012 contingency program award lineup.
This season, longtime NASCAR Official Partner and Roush Fenway Racing primary sponsor 3M will present the 3M Lap Leader Award in the NASCAR Sprint Cup and NASCAR Nationwide Series. The award will go to the eligible driver who leads the most laps in each race throughout the season.
USG Corp., the Official Building Product Supplier of NASCAR, will present the USG "Improving the Finish" Award to the eligible NSCS driver who improves the most positions from starting position to finishing position in each NSCS race event.
Freescale, the Official Automotive Semiconductor of NASCAR, is not only helping to usher in electronic fuel injection to the NASCAR Sprint Cup Series, but also will present a new contingency special award to NSCS competitors. The Freescale "Wide Open" Award will be given to the eligible NSCS driver that is the most aggressive during the final 20% of the race, measured by having the throttle "wide open" the greatest amount of time, and finishing in the top five.(NASCAR)(2-21-2012)
Creative Recycling Systems Joins NASCAR as Official Green Partner: NASCAR announced that Florida-based Creative Recycling Systems, Inc. (CRS), a leader in the processing of end-of-life electronics, has joined the stable of Official NASCAR Green Partners. CRS supplies small, mid-size and Fortune 100 companies, government agencies, non-profit organizations, educational institutions and concerned citizens with the best solutions for electronics reuse and recycling. By providing electronic asset disposition management, data security services and by utilizing state-of-the-art processing and separation technology, CRS prevents millions of pounds of electronics from entering the world's landfills each year. Since its 2008 launch, NASCAR Green has focused on three key areas: waste, emissions and power. Aside from a host of new partners joining the effort with substantive programming, many track and team operators have launched their own programs in areas such as recycling, advancing land and energy conservation, and adopting alternative energy sources.(NASCAR/Creative Recycling)(2-21-2012)
NASCAR and MillerCoors extend partnership: NASCAR, MillerCoors and Penske Racing jointly announced multi-year partnership extensions for the brewer's two biggest brands. For MillerCoors, the deals with the sanctioning body and one of the sport's most respected teams solidify its status among the most committed sponsors in NASCAR. In addition, MillerCoors has alliances with seven tracks that host NASCAR races. Coors Light is extending its sponsorship as the Official Beer of NASCAR.
MillerCoors Chief Marketing Officer Andy England said the renewals point to the value of NASCAR as a powerful way to connect with legal-drinking-age consumers. "We don't make investment decisions like this without having a great sense of exactly what the alliance will deliver for our brands," England said. "That's why I'm so excited about our continued partnerships with NASCAR and with Penske Racing. NASCAR fans are among the most passionate and loyal fans in all of sports, and they love nothing more than getting together with friends to watch the race while enjoying a cold, refreshing Coors Light or a great tasting, never watered down Miller Lite. Our distributors and retailers know that, which is why they're so supportive of our leadership in the sport."
The Coors Light partnership with NASCAR includes the Coors Light Pole Award for the NASCAR Sprint Cup, NASCAR Nationwide and NASCAR Camping World Truck Series, which rewards the driver with the fastest qualifying time each week. It also includes the exclusive right to use NASCAR marks on retail point-of-sale and merchandising materials, in advertising and digital marketing, and through other marketing tools.
Coors Light brings special insight to race fans through its Miss Coors Light program, which began at the start of the 2010 Chase for the NASCAR Sprint Cup and continued throughout the 2011 season. Miss Coors Light, who will be back in 2012, presents the Coors Light Pole Award to the winning driver, makes appearances during race week at local bars and provides her perspective on NASCAR activities via the Miss Coors Light Facebook page.
"The return of MillerCoors to NASCAR not only ensures that the company will bring back compelling activation that continues to engage and excite our fans, but it also benefits our ecosystem as a whole, which is comprised of tracks, drivers and teams," said Steve Phelps, NASCAR chief marketing officer. "As a sanctioning body, NASCAR is proud to have Coors Light as part of our stable of Official Partners for whom we create exclusive assets and platforms to drive their respective businesses. NASCAR is the sport that works for business, and we're pleased to see it working so well for MillerCoors."(NASCAR)(1-26-2012)
NASCAR Extends Partnership With Federal-Mogul: NASCAR announced that it has renewed its partnership agreement with Federal-Mogul Corporation, extending Federal-Mogul's market-leading MOOG brand of automotive steering and suspension components as an exclusive NASCAR Performance partner. This multi-year agreement will continue to provide Federal-Mogul's MOOG product and marketing team with a platform to enhance and differentiate its products and drive sales. The NASCAR Performance brand marks and intellectual property will appear on MOOG packaging as well as within the brand's product literature, advertising and promotional programs, and at industry events. The agreement continues the MOOG brand's high-profile involvement as a NASCAR Contingency Program sponsor in the NASCAR Sprint Cup Series, NASCAR Nationwide Series, NASCAR Camping World Truck Series and NASCAR K&N Pro Series. Federal-Mogul and the MOOG brand also sponsor the prestigious weekly and annual MOOG "Problem Solver" awards for NASCAR Sprint Cup Series crew chiefs.(NASCAR)(1-19-2012)
NASCAR Names National Series Prize Money & Decal Program Sponsors For 2011 Season: As teams make final preparations to start the 2011 race season, the National Association for Stock Car Auto Racing (NASCAR) announced the lineup of 2011 NASCAR Prize Money & Decal Program sponsors for all three national series. The NASCAR Prize Money & Decal Program, commonly referred to as the Contingency Program, is administered by the Charlotte, N.C.-based NASCAR Automotive Group. The program strives to build strong relationships with high-quality, performance-driven brands that are leaders in their respective categories, and award money to NASCAR teams via per-race and year-end awards. Competitors become eligible for prize money by displaying sponsor decals on the front fender of their race cars and trucks. In some instances, use of a sponsor's product is also required.
Among the new partners for this program are Growth Energy/American Ethanol, Exide Batteries and Sunoco, who takes over the Rookie of the Year program in all three national series.
"We are thrilled to sponsor NASCAR's Rookie of the Year program," said Bob Owens, Sunoco's senior vice president of marketing. "It supports rising young talent, promotes the future of a great sport, and makes for exciting racing as drivers compete for the title."
"We are very pleased to have a strong lineup of NASCAR Prize Money & Decal Program sponsors in the national series this year including new partners Growth Energy/American Ethanol, Exide and Sunoco," said Todd Armstrong, managing director, NASCAR Automotive Group. "This program provides strong visibility in our sport and these companies provide valuable dollars to our teams and, in many cases, valuable products and services through their contingency relationships." Below is the 2011 national series sponsor lineup and special awards:
· 3M - NSCS, NNS
· ARP Fasteners - NNS
· Auto Meter Gauges - NSCS, NNS, NCWTS
· Competition Cams - NSCS, NNS, NCWTS
· Coors Light - NSCS*, NNS*, (Keystone Light - NCWTS*)
o Pole Award
· Craftsman - NSCS, NNS, NCWTS
· DIRECTV - NSCS*
o Crew Chief of the Race/Year
· Edelbrock Intake Manifolds - NSCS, NNS, NCWTS
· Exide - NCWTS*
o Start Positive, Stay Positive Award
· Featherlite - NNS*, NCWTS*
o Most Improved Driver Award
· Goodyear Gatorback Belts & Hoses - NSCS*
o Fastest Lap Award
· Goodyear Tires - NSCS*, NNS*, NCWTS*
o Awarded to Series Champions
· Growth Energy/American Ethanol - NSCS*, NNS*, NCWTS*
o Green Flag Restart Award (NSCS)
o Awarded to Series Champions (NNS, NCWTS)
· Holley Carburetors - NSCS, NNS, NCWTS
· JE Pistons - NNS, NCWTS
· JEGS - NSCS, NNS
· K&N Filters - NSCS, NNS, NCWTS
· Lincoln Electric - NSCS, NCWTS
· MAHLE Clevite - NSCS*, NNS*, NCWTS*
o Engine Builder of the Race/Year Award
· Mechanix Wear - NSCS*, NNS, NCWTS
o Mechanix Wear Most Valuable Pit Crew (Quarterly/Year-End)
· Mobil 1 - NSCS*, NNS*, NCWTS*
o Driver of the Race/Year
· MOOG Chassis Parts - NSCS*, NNS, NCWTS
o Problem Solver of the Race/Year
· MSD Ignition - NNS, NCWTS
· O'Reilly Auto Parts - NSCS*, NCWTS*
o Position Improvement Award
· Simpson Firesuits - NNS,NCWTS
· Sunoco - NSCS*, NNS*, NCWTS*
o Diamond Performance
o Rookie of the Year
· USG - NSCS
*Indicates Special Award sponsor with a year-end bonus.(NASCAR)
MAHLE Clevite to Present Engine Builder Award In Pre-Race: MAHLE Clevite Inc. will show its appreciation to our country's military by having 11 Marines as the company's guests this weekend for the Toyota/Save Mart 350 NASCAR Sprint Cup Series race at Infineon Raceway in Sonoma, CA. The Marines from the 23rd Marine Regiment are based out of nearby San Bruno, CA. They will be treated to a "behind the scenes" tour of the pits and garage area on race day, meet with various NASCAR personalities, and will be in Victory Lane at the race's conclusion for photographs with the winning driver and team.
Two of the Marines - Major Nathan Fenell from Colorado and Master Sergeant Shawn Stringham from Wyoming - will have a special duty during driver introductions, and will present the $5,000 check for the MAHLE Engine Builder of the Race to #11-Denny Hamlin who will accept on behalf of the Joe Gibbs Racing Engine Shop.
MAHLE Clevite is a longtime NASCAR Partner and sponsors the MAHLE Clevite Engine Builder of the Year Award, which hands out $100,000 at season's end. As part of the program, a weekly check of $5,000 is given away in pre-race ceremonies at each Sprint Cup Series race. Joining Fenell and Stringham are: Chief Hospital Corpsmen Kevin Avila (California) and Raul Valdez (California); Sergeants Harry Taylay (Missouri), Misael Garcia (California), Victor Perez (California), Timothy Hallisy (California), Jonathan Morris (Oregon), Robert Burke (Delaware); and Corporal Rory Roberts (California). MAHLE Clevite's dedication to the military parallels Infineon Raceway, which has programs "Tickets For Troops" and the "Sonoma Salutes Our Troops," both putting the Armed Forces front-and-center at all of its motorsports events.(MAHLE PR)(6-25-2011)
Sprint intends to continues title sponsorship: Dan Hesse, chief executive officer of Sprint Nextel, said his company is in talks with NASCAR to extend its title sponsorship of the Sprint Cup series. "Our intention is to continue the sponsorship with NASCAR," Hesse told The Star before Sunday's STP 400 at Kansas Speedway. Sprint is in the eighth year of a 10-year, $750 million sponsorship that goes through the 2013 season. Besides the title sponsorship of the series, Sprint lends its name to the Sprint All-Star Race in Charlotte, N.C., and supports NASCAR in other ways, such as delivering 15 to 20 cell phone towers to each race as well as The Sprint Experience, a mobile, interactive display at each track.(Kansas City Star)(6-6-2011)
Safety-Kleen Renews Partnership With NASCAR: NASCAR announced that it has reached a multi-year agreement to renew its relationship with Safety-Kleen as an official partner of the sport. Safety-Kleen, a NASCAR official partner since 2004, provides on-site trackside support with its NASCAR performance cleaning products and through its oil recycling and re-refining services to more than 200 NASCAR-sanctioned races a year, ensuring that all cleaning solvents, oil, fluids and lubricants used in NASCAR racing are recaptured and re-used. Safety-Kleen is also an "Official Partner of NASCAR Green," a category of sponsors that contribute in a substantial and measurable way to the sport's goals around environmental conservation and serve as a green demonstration platform while creating jobs.(NASCAR)(2-24-2011)
Walmart and NASCAR Team Up: Walmart and NASCAR, announced a new relationship designed to give Walmart customers and race fans new NASCAR branded merchandise and special savings on race tickets available on Walmart.com/NASCAR for select races. The new retail program, branded "Race Time", is the largest retail promotion in NASCAR's history and launches in 1,500 Walmart stores just in time for the start of the season with the 53rd running of the Daytona 500. This new relationship will begin with select NASCAR and NASCAR team licensed merchandise in Walmart stores and grow in the future to include more merchandise and various sponsor products. Participating Walmart stores will offer exciting merchandise such as T-shirts, racing flags, and tailgating food and beverages with even more selection of merchandise on Walmart.com/NASCAR. In addition, Walmart customers and NASCAR fans can save money by purchasing a discount ticket package available exclusively through Walmart.com/NASCAR for select NASCAR Sprint Cup Series races. Ticket packages include four race tickets, four hot dogs, four beverages and one race program for just $99, a savings of approximately $100.(NASCAR)(2-19-2011)
National Corn Growers Association Becomes Official Partner Of NASCAR: As the 2011 NASCAR season launches with a new, greener fuel, the nation's corn growers are joining forces with NASCAR to promote the use of corn-based American Ethanol. As an Official Partner of NASCAR, the National Corn Growers Association (NCGA) will leverage their relationship to authentically spread the message to NASCAR fans around the role American Farmers play in the development of American Ethanol. As the 2011 NASCAR season launches with a new, greener fuel, the nation's corn growers are joining forces with NASCAR to promote the use of corn-based American Ethanol. As an Official Partner of NASCAR, the National Corn Growers Association (NCGA) will leverage their relationship to authentically spread the message to NASCAR fans around the role American Farmers play in the development of American Ethanol. In December 2010, NASCAR unveiled its landmark partnership with American Ethanol just weeks after announcing a 2011 switch in its three major national series to Sunoco Green E15, a new 15-percent ethanol blend fuel made with corn grown in the United States. Growth Energy, a leading ethanol advocacy organization, created the American Ethanol partnership to push for broad acceptance of a renewable domestic fuel for all American motorists.(NASCAR)(2-4-2011)
Growth Energy Becomes Official Partner of NASCAR: In preparation for the 2011 season and as part of its long-term commitment to "going green," the NASCAR announced a major long-term partnership with American Ethanol led by ethanol advocacy group Growth Energy. Growth Energy, a coalition of U.S. ethanol supporters including farmers and members of the ethanol supply chain, becomes an official partner of NASCAR, using the sport to bring its message of American ethanol to millions of race fans. American Ethanol will support drivers, teams and tracks with marketing, promotional activities, advertising and a season-long weekly contingency award in 2011. NASCAR made the American Ethanol partnership announcement just weeks after announcing a switch in its major national series to Sunoco Green E15, a new 15-percent ethanol blend fuel made with corn grown in the United States. Financial terms of the six-year agreement were not disclosed. Led by Growth Energy, nearly 100 different entities - from individual ethanol plants to the National Corn Growers Association to biotech companies - are rallying around NASCAR to communicate their ethanol message. See full PR on my NASCAR News page.(12-3-20100)
NASCAR sponsorship revenue increasing in 2011: NASCAR has finalized eight of 12 renewals and added two new partners, a combination that increases its total annual sponsorship revenue by 10 percent in 2011. The sanctioning body has renewed two-thirds of the sponsorship deals due to elapse this year, signing renewals with Toyota, GM, Dodge, Unilever and DirecTV. Three other extensions are agreed to and currently being finalized, said Jim O'Connell, NASCAR vice president of corporate marketing. Tylenol, Tissot and Nicorette all declined to extend their agreements, and the sanctioning body is still negotiating with insurer Aflac, which has one year left on its sponsorship of Roush Fenway's #99 Sprint Cup car driven by Carl Edwards. The sanctioning body added partnerships with Drive 4COPD, a national public health campaign, and Growth Energy, an American ethanol interest group. NASCAR's marketing partnerships generally range from $2 million to $10 million a year. NASCAR has three key renewals due in 2011 with Mars, Bank of America and UPS. It already has begun negotiations with those partners and is looking to add new partnerships in the timekeeper, consumer electronics and salted snacks categories. It plans to be more aggressive in seeking additional green partnerships, too.(Sporting News)(12-8-2010)
Growth Energy close to a deal with NASCAR? NASCAR is poised to sign its first new high-profile sponsorship in 20 months and take a significant step forward in the green initiative it began two years ago by aligning with an ethanol lobby group known as Growth Energy [growthenergy.org]. The deal, which sources said is close to completion, would make Growth Energy an official marketing partner. If completed, the deal also would usher new money into NASCAR at a time when the series and its teams have been challenged by cuts to corporate sponsorship budgets. Sunoco will remain the official fuel of NASCAR. Sunoco raised some concerns about the Growth Energy deal that are being worked through, according to sources. Growth Energy is expected to use a NASCAR partnership primarily to promote the American ethanol industry. It's unclear whether Growth Energy members would provide ethanol to Sunoco. Sunoco has its own ethanol production plant in upstate New York. Terms of the proposed agreement with Growth Energy were not available. The ethanol partnership would be tied to NASCAR's reported plan to convert to 15% ethanol-blended fuel in 2011. Fox Sports reported in May that Hendrick Motorsports was already testing the fuel. NASCAR spokesman Andrew Giangola confirmed the series is evaluating alternative fuels with its fuel partner, Sunoco, but declined to comment on a potential partnership with Growth Energy. "We haven't specified a time frame in transitioning to a next-generation fuel, nor do we speculate or comment on potential new partners," Giangola said. Growth Energy declined to comment. Growth Energy is a two-year-old advocacy organization that represents more than 65 ethanol production plants across the United States. It promotes ethanol as a renewable fuel that can effectively reduce greenhouse gas emissions and the nation's dependence on foreign oil. Shifting to an ethanol blend could present some challenges for teams and tracks. Ethanol can't travel in pipelines along with gasoline because it picks up excess water. Therefore, it has to be transported in trucks. The IndyCar Series switched to 100% ethanol fuel in 2005, and ethanol fuel trucks come to every race to provide the fuel. Next season, its fuel will be provided by Unica, the Brazilian sugarcane industry association, and Sunoco.(SportsBusiness Journal/Sporting News)(10-5-2010)
3M Renews Official Sponsorship With NASCAR: 3M, a diversified technology company serving customers with innovative products and services and a long-time partner of NASCAR, have announced the renewal of the company's official sponsorship with the sport. The agreement extends the relationship an additional five years beginning in 2011 and expands the categories for which 3M holds exclusive NASCAR marketing rights. 3M brands involved include Post-it, Filtrete, Scotch branded products and others. For nearly 10 years, numerous 3M products associated with automotive, industrial, professional and home use applications, have secured exclusive category status with NASCAR taking advantage of NASCAR's mark and promotional and marketing programs. The 3M products associated with this agreement include automotive refinish supplies, abrasives, tapes, adhesives and sealants, protectants, paint spray products, furnace filters, reflective and graphic films, wire connectors, cable ties, wire markers, hearing products, Post-it products, cloth products, respirators, automotive cleaning products, medical bandages and label products. Numerous 3M products are integrated into today's NASCAR Sprint Cup Series car including attachment tapes, Bondo body filler, adhesives and sealants, as well as abrasives and the Accuspray paint systems used in the construction of the car. 3M's association with motorsports spans decades and has taken many forms over the years. In addition to holding multiple NASCAR officially-licensed product categories, 3M is a long-time sponsor of NASCAR racing as primary sponsor for Roush Fenway Racing's #16 3M Ford Fusion driven by Greg Biffle in the NASCAR Sprint Cup Series. 3M continues to support NASCAR as a Prize Money & Decal Program (contingency) sponsor in the NASCAR Sprint Cup Series, NASCAR Nationwide Series, NASCAR Whelen All-American Series, and NASCAR Canadian Tire Series, with prize money provided to eligible teams.(NASCAR)(9-10-2010)
Tylenol leaving NASCAR: Tylenol, which has drastically cut its marketing and advertising in the wake of three product recalls in the last six months, will not renew its official partnership with NASCAR. The sport's official pain reliever since the start of the 2007 season, Tylenol's current deal with NASCAR runs through the 2010 season. But its parent company, McNeil Consumer Healthcare, has already notified NASCAR that it won't continue its official partnership, a spokesman for the company said. NASCAR had no comment on Tylenol's exit. With the official partnership, track and driver deals, Tylenol's total spend was in the $5 million to $6 million range annually, industry insiders said. The brand has not activated this year against its Team Tylenol campaign, which started in 2005 to coincide with the launch of its rapid-release gels.(SceneDaily/SportsBusiness Journal)(6-8-2010)
NASCAR Sponsors Join Forces To Ramp Up Largest Recycling Program In Professional Sports: As the world prepares for the 40th anniversary of Earth Day on April 22, NASCAR announced an expansion to its event recycling program, which began one year ago in collaboration with Coca-Cola Recycling, and is already the largest in sports. The NASCAR industry, which recycled more than 80 tons and 2.5 million containers in the 2009 season through working with Coca-Cola Recycling, will expand bottle and can recycling from the grandstands, concourse, suites and garage to the campgrounds, while also including cardboard and ink cartridge recycling. With Office Depot, Coors Light and UPS joining NASCAR's recycling program and working with Coca-Cola Recycling, it is anticipated approximately 100 tons of material (including over three million containers) from NASCAR race tracks will be diverted from landfills and recycled next year.
Office Depot is underwriting the overall program at the sport's Earth Day celebration at Texas Motor Speedway, and piloting an ink and toner cartridge recycling program at track for the first time. Recycling bins for cartridges will be located at the #14 Office Depot/Old Spice merchandise haulers in the fan Midway area at Texas Motor Speedway, as well as in the infield media center. Through the Office Depot ink and toner recycling program, more than 40 million ink and toner cartridges have been returned since the program began in 1993.
At Texas Motor Speedway, Office Depot will serve as the lead partner on overall race weekend green efforts focused on recycling in collaboration with Coca-Cola Recycling and neutralizing carbon emissions. Office Depot will match the tree donation by NASCAR in the NASCAR Green Clean Air initiative, which plants 10 trees for every green flag that drops in the NASCAR Sprint Cup Series race in the local area to neutralize the carbon produced by the event's on-track action. Additionally, Office Depot, along with Coca-Cola Recycling, will have co-branding on all NASCAR recycling elements at the track in Texas, including special locations for ink cartridge recycling. The Office Depot show car program in the local area will also promote recycling to fans, including race ticket giveaways providing an incentive for fans to "grow greener."
Coors Light will be working with Coca-Cola Recycling to begin piloting a recycling program in the campgrounds that in 2010 will launch at Chicagoland Speedway. Campgrounds recycling, a critical component for the sport's waste reduction-efforts since approximately one third of recyclable material at the track comes from the campgrounds, is planned to eventually expand to the entire circuit. Coca-Cola, the official soft drink of NASCAR, will continue to facilitate all at-track recycling through collaboration of its Coca-Cola Recycling division with Office Depot, Coors Light on campgrounds recycling, and UPS for cardboard recycling.
UPS will be piloting a new at-track cardboard recycling initiative in 2010. Track-wide cardboard recycling, including the merchandise row and food service areas that are contributing the majority of waste cardboard sent from the track to landfills, will begin as a pilot at five NASCAR Sprint Cup Series tracks this season. Nearly 50% of recyclable material at track is composed of cardboard and paper, with the majority of cardboard from merchandise row, as well as the hospitality village, suites and garage areas.(NASCAR)(4-17-2010)
Most Brands Ever Appear During the 2010 Daytona 500 Telecast: The 2010 Daytona 500 will long be remembered for two lengthy pothole repairs, which extended the live Fox broadcast to seven hours and also enabled 348 sponsoring brands-the most ever monitored during a Daytona 500 telecast-to obtain valuable television exposure. According to research conducted by Joyce Julius & Associates, Inc. - which has monitored every NASCAR race telecast since the mid-1980s - this year's number of brands marked a 16% increase in sponsors compared to the 300 appearing during the 2009 race telecast. The additional broadcast time created by the two track repair delays was filled by several driver interviews. These lengthy interview segments saw 175 different brands appear on the drivers' uniforms, compared to 149 brands in 2009. Overall, total on-screen time for all sponsors was up 55% compared to the 2009 broadcast (17:19:40 to 11:12:28), while verbal sponsor mentions rose a whopping 64% (386 to 236). When comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the Daytona 500 telecast, and then applying Joyce Julius Recognition Grading-which takes into account such factors as size and placement of the image on screen, as well as brand "clutter"-the sponsors combined for $319 million of Recognition Grade exposure value. More info and stats at joycejulius.com.(Joyce Julius & Associates)(3-9-2010)
Daytona 500 Delays added Sponsorship Exposure: The one benefit of two lengthy track repair delays during last week's Daytona 500 was the unique opportunity for Fox to conduct interviews with an unprecedented 27 of the 43 drivers, and 10 crew chiefs.
According to research conducted by Joyce Julius & Associates, Inc. - which has monitored every NASCAR race telecast since the mid-1980s - by the time Fox signed off Sunday night from Daytona, a total of 46 separate driver interviews had been conducted, lasting a cumulative 46 minutes, 48 seconds (46:48).
Never far from the attention of the Fox crew, Dale Earnhardt Jr.'s three interview segments ran for a total of 4:53 to lead all drivers. As a result, Earnhardt's primary sponsor AMP Energy accumulated the most verbal mentions during the telecast with 10. When comparing the verbal exposure to the cost of a 30-second commercial during the Great American Race, AMP Energy collected nearly $1.7 million of exposure value. Earnhardt's sponsor was also mentioned on four occasions during MRN's national radio broadcast of the Daytona 500, good for another $26,000 of exposure value.
Budweiser mentions in association with its sponsorship of Kasey Kahne and UPS mentions regarding David Ragan were next in line among the leaders, as each brand was mentioned five times throughout the live Fox coverage. Budweiser picked up three more references during MRN's broadcast, bringing about a total of $853,000, while UPS obtained a half-dozen radio mentions for a total of $873,000 of media exposure.
Also prospering from the extended interviews and chatty drivers were the participating car makers. Ford failed to win the race, but certainly ruled the television and radio airwaves, as the brand was mentioned a combined 105 times, earning $8.5 million of comparable exposure value. Race-winning Chevrolet racked up 81 mentions ($4.2 million), followed by Toyota (49/$3.5 million) and Dodge (14/$1.2 million).
Most Mentioned on Fox
Daytona 500, 178
Daytona Int. Spdwy.,38
Sprint Cup, 25
NASCAR on Fox, 24
Kevin Harvick 138
Clint Bowyer 82
Greg Biffle 66
D. Earnhardt, Jr. 66
Kesey Kahne 61
(Joyce Julius & Associates)(2-20-2010)
Ask.com leaves NASCAR: This time a year ago, Ask.com was preparing to make the splash of the season at Daytona. It had a custom-made motor coach, pretty girls dressed in red and white to act as Ask Ambassadors throughout the speedway, and up to 30 new 15-second ad spots. The eager search engine had seemingly thought of everything for its first year of an official partnership with NASCAR and a team sponsorship at Hall of Fame Racing. But as the industry rolls into Daytona this week for the start of the 2010 season, the major question will be: What happened to Ask.com? Despite trumpeting successful results from its sponsorships and advertising in NASCAR last year, the Barry Diller-owned company opted not to return this year, allowing its NASCAR partnership and team deal to expire after one year. A change in leadership -- CEO Jim Safka did the NASCAR deals last year but was replaced by president Doug Leeds in October -- led to changes in marketing. Ask.com spent about $15 million on its NASCAR sponsorships and activation last year, industry insiders said. Its official deal with NASCAR was in the low seven figures, while the team sponsorship cost Ask.com $4 million. The majority of NASCAR sponsors whose deals were up last year renewed, including Dodge, Unilever, DuPont, DirecTV, Kraft, and Procter & Gamble brands Gillette, Old Spice and Prilosec OTC. NASCAR also added Screenvision and Drive4COPD as new partners, with Screenvision being the official cinema ad agency and Drive4COPD, a group that drives awareness and screening for lung disease, serving as the official health initiative. Among the sponsors that didn't renew for this year: P&G brand Duracell, Best Western, Yardman/Cub Cadet, and Kellogg's, along with Ask.(Sporting News/NASCAR.com)(2-8-2010)
Coca-Cola honored with NASCAR Marketing Achievement Award: Coca-Cola, a long-time NASCAR partner with the most integrated involvement in all levels of the sport, was honored with the 2009 NASCAR Marketing Achievement Award today at the NASCAR NMPA Myers Brothers Awards here as part of NASCAR Sprint Cup Series Champion's Week. In addition to its position as the official non-alcoholic beverage of NASCAR, Coca-Cola has relationships with 15 race tracks and 12 drivers through the Coca-Cola Racing Family. A full portfolio of its brands support NASCAR: Coca-Cola, Coke Zero, NOS, Powerade, and Vitamin Water. Coke is also title sponsor to two NASCAR Sprint Cup Series races, the Coca-Cola 600 at Lowe's Motor Speedway and the Coke Zero 400 at Daytona International Speedway. In 2009, Coca-Cola ran 130 unique NASCAR-themed marketing programs across the country, including seven major custom retail promotions, and a ticket package benefitting fans attending the Coca-Cola 600 in May. Coke's Golden Can promotion included three-million NASCAR-themed cases. NASCAR was also promoted on 53 million "50th anniversary" celebration cans. Earlier this year, Coke was an anchor partner in a regional promotion for official NASCAR partners in 124 Brookshire's stores that included a special fan ticket offer at Texas Motor Speedway, driving significant sales increases for Coke Zero. Sharing a commitment to the environment and the communities the sport visits, Coke partnered with NASCAR on an enhanced at-track recycling program in 2009. More than 70+ tons of waste and 2.5 million containers were recycled at NASCAR Sprint Cup Series tracks in the 2009 season, making NASCAR the largest recycler in sports.(NASCAR)(12-4-2009)
Mobil 1 and Toyota UPDATE: not quite sure what this is all about, have heard nor seen anything but......Mobil 1 Racing and Toyota Racing Development (TRD) U.S.A to make announcement about 2010 NASCAR season Friday at Phoenix International Raceway, scheduled to be attending the announcement are Brian Vickers, driver of the #83 Red Bull Toyota; Michael Waltrip, owner of Michael Waltrip Racing and driver of the #55 NAPA Toyota; Lee White, President and General Manager, TRD; Harold Shablom, Global Motorsport Manager, ExxonMobil Lubricants & Specialties.(PR)(11-13-2009)
UPDATE: ExxonMobil and Toyota Racing Development (TRD) unveiled a new technological partnership in which ExxonMobil will provide its Mobil 1 racing oil technology and products to TRD- supported NASCAR teams. Kicking off at the start of the 2010 NASCAR season, TRD-supplied NASCAR engines will be filled with specially modified motor oil based on the same technology available to consumers in Mobil 1 Racing oils, which were unveiled in April. The TRD-specific motor oils will deliver outstanding power via unique low-friction synthetic lubricant technology combined with boosted levels of anti-wear additives to protect and extend the life of engine hardware. Formally announced before the NASCAR Sprint Cup Series Checker O'Reilly Auto Parts 500 at Phoenix International Raceway, the collaboration will pair Mobil 1, the "Official Motor Oil of NASCAR," with one of NASCAR's top engine manufacturers. With this new partnership, ExxonMobil's racing oil technology will now provide performance and protection for the TRD-supported Red Bull Racing and Michael Waltrip Racing NASCAR teams.(Toyota PR)(11-14-2009)
3M extends partnership with NASCAR: 3M and NASCAR announced an agreement for 3M to expand the categories for which it holds exclusive NASCAR marketing rights to include bandages, first aid supplies, braces, supports and hot & cold therapy products. For nearly 10 years numerous 3M products associated with automotive, industrial, professional and home use applications have been designated as exclusive NASCAR licensed products with the rights to use NASCAR-themed marketing elements in advertising and promotional materials. The 3M products range from hearing protection to automotive care and refinishing products, adhesive tapes, abrasives and many more. With this expansion of the agreement, 3M Nexcare bandages and first aid tapes, ACE, Futuro and Tru-Fit support devices and certain other 3M medical products will be permitted to carry the prestigious NASCAR mark on packaging, promotional elements and related media. 3M's association with motorsports spans decades and has taken many forms over the years. In addition to holding multiple NASCAR Officially Licensed product categories, 3M is a long-time sponsor of NASCAR racing as primary sponsor for Roush Fenway Racing's #16 3M Ford Fusion driven by Greg Biffle in the NASCAR Sprint Cup Series.(NASCAR)(11-13-2009)
Study rates NASCAR sponsors: In a recent study that rated consumers' recall of NASCAR sponsors, Coca-Cola Co. was a big winner while FedEx ... not so much. FanLab, an Atlanta-based company, did the study to calculate which NASCAR sponsors consumers recalled when not prompted. In the June study of 1,044 consumers - of which 518 self-identified as avid or casual NASCAR fans - Coca-Cola came in fourth. That is a relatively high ranking for Coke, said Brian Evans, FanLab's director of client relations, given the company doesn't have its own car. The beverage giant is, however, the official "non-alcoholic beverage," the "official soft drink" and "official sport drink" of NASCAR. It also sponsors 14 drivers and has its name on two races. The companies that ranked highest have sponsored teams, however, and in some cases, racetracks and winning drivers: Budweiser was first, Home Depot was second and Lowe's third. FedEx, which sponsors a driver, failed to break the top 25 while the "official delivery service" and team sponsor UPS ranked 14th. Aflac, "official supplemental insurance" and a team sponsor, was 23rd. "If you're in the top 20, you're connecting with fans and that program should be working for you," said Evans.(Atlanta Journal-Constitution)(8-14-2009)