Since the moment stock cars first raced on the shores of Daytona Beach, sponsorship has played a role in NASCAR. Today, the world’s most successful and innovative corporations choose NASCAR to help drive their businesses. The results of an analysis released today shows that more than one-in-four FORTUNE 500 companies use NASCAR as part of their marketing mix – a number that has steadily increased for three consecutive years. The number of FORTUNE 500 companies invested in the sport increased 7% year-over-year. Nearly one-in-two FORTUNE 100 companies now invest in NASCAR, also an increase over 2014. The 130 companies involved in the sport mark a 20% increase since 2008, before significant changes to the economy as well as the media and marketing landscape. On the heels of a recently announced Official Partnership with Microsoft – and several other technology brands entering the sport this year and last – the number of FORTUNE 500 tech companies invested in NASCAR has increased by 66% since 2013. Brand exposure in NASCAR is especially valuable given the loyalty of its fans. Repucom’s SponsorLink tracker shows seven out of 10 NASCAR fans are loyal to a brand when it sponsors their sport, higher than all other major sports properties. To be eligible for the FORTUNE 500, a company must be based in the U.S. and be publicly traded. Though many more FORTUNE 500 companies advertise on NASCAR-related television programming, only those that are partners or licensees with the sanctioning body, teams and / or tracks were counted in the analysis. 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 analysis because they do not meet FORTUNE’s criteria. A number of those not qualifying, but involved significantly in NASCAR, include Ingersoll Rand, MillerCoors, Mars, McLaren and Toyota.(NASCAR)(7-2-2015)
