Pleasantly surprised with their ROI after Year 1 of a three-year deal, the Robertson family of “Duck Dynasty” fame has entered into early negotiations to extend their company’s title sponsorship deal at Texas Motor Speedway. The company, Duck Commander, currently entitles TMS’ Sprint Cup Series race in April, now called the Duck Commander 500, and is looking to use an option in the original contract to extend the deal for multiple years. The original deal is valued in the mid- to high-seven figures annually. TMS President Eddie Gossage said that the family approached the track in December about the extension six months before the track would have approached the family.
“Their demographics and our demographics are a perfect fit for each other,” Gossage said. “I don’t think they had any idea what exactly they were getting into, and the numbers it delivered for them – they were very active in measuring their return on investment and very scientific about it. Make no mistake: These are sharp business people. They shared some numbers with us that were just amazing, so they got many, many times their investment out of their sponsorship and realized this was the place to be.”
