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SBD/Issue 12/Sports Media
Blog Hound: Coors Lapping A-B in NASCAR Sponsorship
Published September 27, 2007
Coors' five-year, reported $20M deal for its Coors Light brand to replace Budweiser as NASCAR's official beer sponsor gives it category exclusivity, and A-B will lose other key sponsorships when Dale Earnhardt Jr. moves to Hendrick Motorsports next season and Busch's title sponsorship with NASCAR's No. 2 series ends after this season. Bloggers debate the impact and implications of these moves.
| NASCAR Blog |
| “Some of the top [A-B] advertising minds are beginning to figure out, it’s not all about the branding anymore. I don’t know about you all, but I’ll still be drinking the old Bud Light.” |
| Sox & Dawgs Posted by: Ian |
| “It’s going to be hard to get all the NASCAR fans to switch beers. It’s bad enough they can’t root for the Bud #8 car anymore.” |
| Green Flags And Tire Smoke Posted by: Bill Ryan |
| “Coors Light is now the official beer of NASCAR. The Bud Shootout will continue at Daytona. What is a beer drinker to do? Switch to Jim Beam?” |
| There’s Always An Angler Posted by: Grumpy3fan |
| “Grumpy does not like these ‘exclusivity’ agreements. NASCAR puts undue pressure on the teams who are struggling to get and keep the big sponsors.” |
| On Pit Road Posted by: Anonymous |
| “Might this be the first sign of sponsors retreating from NASCAR? TV ratings have dropped, attendance has dropped and the attention given by local news on TV and newspapers is not what it once was.” |
BUILDING THE BUZZ: Sports Media Challenge's Buzz Manager analyzed this issue from the NASCAR fan’s perspective. Blog posts seeing the partnership as a good thing were deemed positive, while posts interpreting the new five-year deal as distressing were tallied negative. Support for the pairing represented 7.69%. Those criticizing the deal between the two companies represented 46.15%, with 46.15% of posts neutral. Click here for more information. Visit www.SportsBusinessDaily.com for more info.
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The topic measured 2 out of 10 on The Buzz, indicating a low level of interest.
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Positive sentiment/exposure was quite limited. Some bloggers did take note that Coors’ decision to sponsor NASCAR as a whole, rather than a single team, was a good marketing maneuver.
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Negative sentiment/exposure came from bloggers whose primary issue was the name “Bud Pole Award” changing to “Coors Pole Award.”
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