SBD/Issue 93/Sponsorships, Advertising & Marketing
Wheels & Deals: Miccosukee Indian Sponsorship Could Disappear
Published January 27, 2010
|Miccosukee Could Pull NASCAR
Sponsorships Following February 4 Vote
DOLLARS & SENSE: In Orlando, Tania Ganguli writes while other Nationwide Series teams "struggled last season," JR Motorsports "made more money than expected." JR Motorsports will "use that profit to keep the No. 88 team running throughout 2010, regardless of sponsorship issues." The team "only has about one third of the season's races sponsored for Kelly Bires No. 5 Chevrolet at the moment, but will be able to keep that going, too." JR Motorsports co-Owner Dale Earnhardt Jr. said the team "didn't want to downsize the company any more like the year before." He added the addition of Danica Patrick for a select number of races "really justified having two programs and keeping our employee count. That was awesome to have that" (ORLANDO SENTINEL, 1/27).
LIFE IN THE FAST LANE: ESPN.com's Terry Blount profiled JR Motorsports co-Owner & GM Kelley Earnhardt, who also "runs the show for Junior's numerous other endeavors." She "handles the day-to-day decisions" of the team along with "making sure all of her brother's other businesses run properly." Kelley Earnhardt was "instrumental in bringing Danica Patrick to the program." When asked if "dealing with the hype around Patrick" is different than dealing with her brother, Earnhardt said, "Oh no. It's totally the same. We definitely can handle that. We have that part figured out" (ESPN.com, 1/26).
CRUISE CONTROL: Joe Gibbs Racing (JGR) Sponsor Services Manager Byron Goggin said all of JGR's sponsors "are valuable" because the team "can't go racing without them." Goggin said sponsorships are "important enough that we have to get those guys in here, get their photo shoots done, get the new talking points." Goggin: "All year, these companies have things they want to get across to their consumers, and the drivers need to learn what those things are and take ownership of those things themselves. ... Every sponsor has a reason they're on the race cars. The drivers convey that to the consumers." JGR sponsor Interstate Batteries Senior Art Dir Brenda Lyon said of working with JGR drivers, "All the drivers are very professional. They just come right in when we're doing the photo shoot and get to work" ("Countdown to Daytona," Speed, 1/24).
Waltrip Talks To CEOs Of Companies He
Sponsors To Discuss Business Plans
THE LAND DOWN UNDER: SCENEDAILY.com's Jeff Owens reported NASCAR driver Marcos Ambrose has started his own marketing company in Australia named Pacific Pond "to help introduce Australian companies to NASCAR, and vice versa." Ambrose: "That is a huge growth for us, but on the flip side, there is even more opportunity for American sponsors and NASCAR in Australia." There are "plans to work on potential cross promotions between American and Australian sports as well" (SCENEDAILY.com, 1/25).