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SPORTS & ENTERTAINMENT MARKETING
SPONSORSHIP
Sponsorship Sponsorship occurs when a
company supports an event,
activity, or organization.
In return for money, the sponsor is
provided with some type of
advertising at the event.
Sponsorship
Form of Sales Promotion
Most often used in the sports and entertainment industries
is built on sponsorship
The History of Founded in 1948 Annual attendance
exceeds 9 million fans visiting 37 races
N - National
A - Association
S - Stock
C - Car
A - Auto
R - Racing
as a BRAND NASCAR is a “brand”
The second highest rated live sport on TV
Behind the NFL
71% of NASCAR fans are loyal to brands that sponsor the sport
More than any other sport
71%
29%
Loyal Fans
Banking on NASCAR
sales
NASCAR licensed products1990 – $80 Million
2004 – $2.1 Billion
Sales have increased 3000% since 1990
sales
Last year NASCAR made 3 billion in licensed product sales
More Fortune 500 companies sponsor NASCAR than any other sport
fansThe majority of NASCAR fans do not
fit into the general stereotype associated with the sport
78% of NASCAR fans are high school graduates
40% of NASCAR fans attended college
36% are in professional or managerial occupations
70% have full-time employment
fans
33% have annual incomes between $30,000 and $50,000
30% have household incomes over $50,000
53% are over 35
64% are married
fans Women make up almost 40%
of the NASCAR fan base
More than any other sports
Sport Women MenNASCAR 38% 62%
NFL 35% 65%
MLB 31% 69%
NBA 28% 72%
NHL 12% 88%
Brand Future
NASCAR Café:
Themed restaurant
NASCAR SpeedPark:
Go kart tracks○ Vaughan, ONT○ Myrtle Beach, SC○ Concord, NC○ Smokey Mountain, NC○ St. Louis, MO
Brand Future
NASCAR ride at Carowinds Park
NASCAR driving experience
So What’s The Big Deal?1/3 of the Fortune100 firms
sponsor a NASCAR racecar
The BIGGEST Sponsor of All
NASCAR Sponsorship
Who’s missing? Winston sponsored NASCAR for 32 year
Replaced by Sprint in 2003
No tobacco brand sponsors exist anymore
Who’s missing? Hard liquor has not traditionally been a
part of NASCAR
Introduced into the sport in 2004 to bring an influx of cash to the sport
Main Sponsor$5-9 million
Includes hood, driver’s chest and TV panel (back of trunk)
HoodDriver’s chest
TV Panel
B-Post$75,000 - $150,000
Other Sponsorship Options
Trunk$500,000 - $1 million
C - Post$250,000 - $750,000
Front Fender$30,000 - $100,000
Other Sponsorship Options
Rear Quarter Panel$750,000
Front Quarter Panel$750,000 - $150,000
Lower Quarter Panel$25,000 - $75,000
Behind Rear Wheel$200,000 - $600,000
Other Sponsorship Options
Roof and Door panelsCar Number locations
No Ads are permitted here
Why do they sponsor?
NASCAR Sponsors - Why they Invest
Endorsements Any type of advertising
done by a person who
reflects his or her own
opinions, beliefs, findings,
and experiences that are
separate from those
associated with the
product’s company
ATHLETES THAT MAKE MORE MONEY ENDORSING
#1 Tiger Woods
#2 Phil Mickelson
#3 Dale Earnhardt Jr.
#4 Derrick Rose
#5 Jeff Gordon
#6 LeBron James
#7 Jimmie Johnson
#8 Tony Stewart
#9 Kobe Bryant
Controversy of Endorsements
Celebrities must use the products they endorse.
The political opinions of celebrities may have an
adverse effect on the endorsement.
The personal controversies of a celebrity may have
an adverse effect on the way the public views the
endorsed product.
Companies do not want the image of their product
damaged.
Lance Armstrong - Steroid Use
Endorsements Lost Nike Anheuser-Busch
Kobe Bryant – Accused of Sexual Assault
Endorsements Lost McDonald’s Coca-Cola Nutella
Barry Bonds– Steroids
Endorsements Lost Master Card KFC Charles Schwab
Michael Phelps– Marijuana Use
Endorsements Lost Kellogg’s
Tiger Woods– Extramarital Affair
Endorsements LostAccuentureAT&T GatoradeGillette
