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SBD/Issue 29/Sponsorships, Advertising & MarketingPrint All
Camping World Inks Seven-Year
Deal To Title Sponsor Truck Series
KEEP ON TRUCKIN': In Milwaukee, Dave Kallmann writes the Camping World deal “wasn’t the most lucrative one discussed,” but NASCAR Chair & CEO Brian France said that it was the “best fit because of the company’s ability to help the series attract more fans.” France: “You just can’t put a dollar amount on that commitment” (MILWAUKEE JOURNAL SENTINEL, 10/24). ESPN.com’s Terry Blount wrote the deal “shows that NASCAR can bring on major corporate dollars at a time when many companies are cutting back and reducing expenditures.” Signing a series title sponsor in the “middle of bleak economic times is a good sign that things will be OK in the long run, but everyone realizes many tough days are ahead” (ESPN.com, 10/23).
ESPN's Marty Smith notes a Sprint Cup primary sponsorship 10 years ago "was about $10(M), and you could get an entire season," whereas teams now are asking for $26M from sponsors. Smith: "It’s hard for teams to go out and get that kind of money. Right now ... about 25 cars are fully sponsored for 2009. There’s 43 in every field, so there’s going to be a lot of teams out there scrapping and clawing trying to find money. Never before in this sport have so many owners been discussing collaborations, allegiances and alliances, and even mergers, just to keep their teams afloat" ("ESPN First Take," ESPN2, 10/24). Meanwhile, NASCAR Chair & CEO Brian France Thursday said that NASCAR "will not decrease the size of the starting field next season" for Sprint Cup Series races. When asked about speculation that NASCAR might reduce the field from 43 cars to 36 "because of difficult economic conditions," France said, "That's not at all in the plan" (ESPN.com, 10/23).
CASE IN POINT: Chip Ganassi Racing President Steve Lauletta said the team is "100% prepared" to go into the '09 NASCAR season as a two-car Sprint Cup operation and with one Nationwide Series entry. However, Lauletta added, "If there’s a way for us to look at a collaboration with another team and make ourselves stronger, we’re certainly going to pursue that dialogue." He said no deal is close, and the team is "working really hard to make ourselves more viable from a sponsorship perspective." Lauletta: "If that means being able to share resources and do things a little bit differently, we’d certainly be open to it” (“NASCAR Now,” ESPN2, 10/23).
NASCAR Not Planning To Make Any
Changes To Car Of Tomorrow For '09 Season
NEWS FROM DOWN UNDER: Newman/Haas/Lanigan Racing drivers Justin Wilson and Graham Rahal will feature "small decals honouring" late team co-Owner Paul Newman during Sunday's IRL Nikon Indy 300 at Surfers Paradise, Australia. The decals "include a logo with 'PL,' a nickname by which most of his racing friends knew him, and a reference to him being a 'true friend' of racing" (AP, 10/23)....Australian development Sanctuary Cove will sponsor IRL driver Alex Tagliani's No. 36 entry during Sunday's race. The development's logo will be "displayed prominently on the side pods, rear wing and engine cover" (AUTORACING1.com, 10/23).
SI.com's Jim Kelley noted the NHL "prohibits advertising on player equipment," but in the case of Lightning Gs Mike Smith and Olaf Kolzig wearing masks promoting the movie "Saw V," the Lightning "apparently got around that by designating some of the receipts from the mutilation flick to charity." But the questions for the league "are how much goes to charity, how much is profit, and should that ad profit go to the team or the player wearing the ads?" If the NHL rules the masks are legal, "expect to see all kinds of equipment exploitation as virtually every team has a charitable foundation for that very purpose." Kelley: "You might also expect the Players Association to ask for a piece of that revenue" (SI.com, 10/23).
Ocho Cinco Will Not Have His Last Name
On Back Of Jersey Until Next Season
FEELING LUCKY: The Canucks have signed a deal with Great Canadian Casinos that will see River Rock Casino, located in Richmond, British Columbia, become "the official casino" of the Canucks and GM Place. The club section of GM Place will also become "the River Rock Club" (VANCOUVER SUN, 10/24).