SBD/March 2, 2011/Marketing and Sponsorship

Wood Brothers To Begin Search For Sponsors For Trevor Bayne's No. 21 Car

Trevor Bayne is currently slated to run 18 Sprint Cup races this season
It would seem that Wood Brothers Racing "would want to respond as soon as possible to sponsorship opportunities” for the No. 21 Sprint Cup car following Trevor Bayne's Daytona 500 win, but such inquiries "took their place in line behind more important things, such as getting cars ready for Phoenix and Las Vegas and doing numerous media interviews that couldn’t wait,” according to Bob Pockrass of SCENEDAILY.com. Team co-Owner Len Wood said of potential sponsorship opportunities, “We’ll get to them and sort through them. That stuff doesn’t happen overnight. We can go anywhere.” Wood Brothers does not have a dedicated marketing department, and Pockrass noted a member of the Roush Fenway Racing communications department has been “going through the requests to find out which ones the Woods should target first.” RFR also is “in the sponsorship hunt for Bayne, who is running the full Nationwide Series schedule for Roush but doesn’t have sponsorship.” Considering that top sponsorships “are going for up to $6 million in that series, potential sponsors likely have a choice to make -- going Nationwide with Roush Fenway or filling out the bulk of the 18 Cup races in which the Wood Brothers currently don’t plan to compete unless funding surfaces.” RFR President Steve Newmark: “When unique opportunities present themselves such as a Trevor Bayne, companies tend to find dollars that may not have otherwise been in the marketing budget when the year started because they view it as a unique opportunity.” Newmark said that inquiries “have come from companies Roush Fenway has talked to for a while as well as companies that had previously not shown interest.” The Wood Brothers has "full sponsorship" for 17 Sprint Cup races this season, and the team "will use the Daytona 500 winnings to run at Martinsville Speedway" (SCENEDAILY.com, 3/1).
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