Mars Planning Third Straight Super Bowl Spot Dodgers Celebrate Sponsorship With Emirates NASCAR's Drivers' Council Gains Visibility Marketplace Roundup Childress, Hendrick Going To NASCAR HOF Dean & DeLuca Builds Pop-Up Store At Tour Stop Jeter Partners With American Family Insurance Pistons, Raptors, Bulls Claim NBA Awards Under Armour Builds On Reach With UCLA Deal Colorado, Nike Talking Apparel Deal Extension
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SBD/May 2, 2011/Marketing and Sponsorship
U.S. Army To Sponsor Second NASCAR Team, Support Drive For Diversity Program
Published May 2, 2011
TIMES ARE A CHANGIN': In Richmond, Paul Woody wrote, "Nothing about NASCAR is inexpensive.” Drivers “want big contracts, every team needs a primary car and a backup car, and just getting a hauler from one track to the next runs into some cash.” NASCAR driver Clint Bowyer said, "It's very challenging for every race team. NASCAR hasn't been on easy street, but it has been pretty easy to come by sponsors over the years.” Roush Fenway Racing President Steve Newmark said, "It's different from the heyday, from where we were four, five, six years ago. The economic downturn has been severe, and it hit NASCAR harder than a lot of sports. But we have seen increased activity from potential sponsors over the past year, a lot more meetings and discussions. That's a positive sign." He added, "The sales cycle is clearly longer than it has been before. That's not necessarily a bad thing. All the parties are taking a different approach to make sure the deal is structured the right way to achieve a particular partner's objective. And we're not seeing one sponsor who wants to take the entire year" (RICHMOND TIMES-DISPATCH, 4/30).