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SBD/February 21, 2011/Marketing and Sponsorship
Bill Proposing Ban On Military NASCAR Sponsorships Firmly Voted Down In House
Published February 21, 2011
WORTH THE INVESTMENT: Army Lt. General Benjamin Freakley said that the $7.4M the Army is spending annually to sponsor NASCAR is “being put to good use, as he estimates 46,000 leads have come directly from NASCAR and the environment gives recruiters a great way to reach young people.” Freakley: “I have to make some form of investment to make the American people aware of their army. And this is what we think is a good investment” (ORLANDO SENTINEL, 2/19). NASCAR Managing Dir of Corporate Communications Ramsey Poston said that he “believed the sport offered an ideal Army partnership.” He added that NASCAR statistics “show 1 of 5 fans served or is currently serving in the military, and 1 of 3 current service members is a NASCAR fan” (Daytona Beach NEWS-JOURNAL, 2/20).
FORWARD MARCH: In Orlando, Ludmilla Lelis noted “green energy, health initiatives and food drives now vie with beer, sports drinks and automotive parts for stockcar racing’s more than 400 corporate sponsorships.” The AARP Foundation’s Drive To End Hunger will be Jeff Gordon’s “main sponsor for 22 races” per year over the next three seasons, and Saturday’s Nationwide race was titled the DRIVE4COPD 300. DRIVE4COPD is a “health initiative targeting race fans because of their increased risk for lung diseases.” NASCAR also "has been 'going green,' and welcomes sponsorships from renewable energy." The change in sponsorships is “another effect of the recession,” as “tighter economic times have forced some longtime NASCAR sponsors to scale back or drop out entirely.” IEG reported “motorsports sponsorship spending dropped” to $3.3B in ’09. New entries this year “have helped that spending rebound” to $3.51B (ORLANDO SENTINEL, 2/19). NASCAR Dir of Business Communications Andrew Giangola said the company is “bullish on the prospects for increased sponsorship sales” this year. ISC VP & CMO Daryl Wolfe said his company has been “encouraged by initial corporate spending trends in many areas with agreements in place for the substantial majority of our annual budget” this year (Daytona Beach NEWS-JOURNAL, 2/20).