Wider Variety Of Companies Sponsoring NASCAR Teams This Season

Go Daddy Joined Nationwide Series This Season With Driver Danica Patrick

The group of companies sponsoring NASCAR teams this year is "highly diverse, probably with an equally wide range of goals and ways of activating their programs," according to Rea White of FOXSPORTS.com. From "medical products to Web companies to cell phones, the sport's undergone a major shift in just what type of companies are backing its competitors," and Aflac, Scotts, Claritin, Target, FedEx, Little Debbie's and ExtenZe "showcase the variety in the sport." The shift has allowed NASCAR to "continue to flourish at a time when the economy's putting a squeeze on both fans and corporations," and has given sponsors a "chance to attract a piece of NASCAR's audience." White noted Go Daddy, which this season is "joining the Nationwide Series" with driver Danica Patrick, also "joined forces with Dale Earnhardt, Jr. last season and is now a co-primary sponsor for Mark Martin and his Hendrick Motorsports Sprint Cup team." Go Daddy Senior Exec VP & CMO Barb Rechterman said NASCAR has a "huge fan base, lots of television time, lots of exposure in TV, online and (a) very strong fan base." Rechterman: "The fan base is also really, really loyal. For us, that's kind of a key factor." Meanwhile, ExtenZe, which has "three primary products, including male and female enhancement and a best-selling all-natural sleep aid," enters the sport "in a different way, opting to unite with a rookie driver and a developing team" in Kevin Conway and Front Row Motorsports. ExtenZe Dir of Motorsports Marketing Robert Wilhovsky said NASCAR is a "unique sport in that sponsor participation is not only accepted, but encouraged." Wilhovsky: "In no other sport does the fan base really understand and appreciate that sponsors are what makes that happen. .. You have a real relationship with your consumer, and it's a great way to communicate your brand's message and get that intimate relationship with your consumer" (FOXSPORTS.com, 3/15).