Army Marketer Cites ROI Considerations For Exit From NASCAR
Published July 10, 2012
Myers said that the Stewart-Haas Racing sponsorship, which cost the Army $7.4M for 15 races last year, was "an expensive investment" and ending it was "quite simply a return-on-investment decision." He added, "It has nothing to do with Stewart-Haas Racing, per se, which has been a very, very strong partner the past four years. We'll repurpose those dollars against other programs that our metrics show yield better results."
In addition to the NHRA and All-American Bowl, the Army will continue to spend its marketing budget on social media initiatives, mobile marketing, TV and digital advertising. Myers said that a recent move by U.S. House leaders Jack Kingston (R-Ga.) and Betty McCollum (D-Minn.) to amend the defense budget to prohibit sports sponsorships was not a factor in the Army's decision. The Army's marketing budget will remain flat next year.