SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS Alibaba, IOC Reach 12-Year TOP Sponsorship
SBD/October 5, 2012/Marketing and Sponsorship
Smoke On The Water: Bass Pro Shops To Sponsor Stewart For 18 Races In '13
Published October 5, 2012
BREATHING ROOM FOR NEWMAN: Stewart-Haas Racing's Ryan Newman said he was “breathing easier” after he knew that Quicken Loans signed on to be the primary sponsor for 18 races next season. Newman said, “They're a unique sponsor because they don't just see it as advertisement. They see it as a way to connect with the fans, have some great sweepstakes. Their skip-a-year mortgage program that they're going to do for a sweepstakes is really amazing, things like that that really reach out and connect to the fans that sit in the grandstands and that are a big part of our sport.” Newman recently signed a one-year extension with SHR for '13, but he said it is not a “make or break” season. Newman: “What it really does is it just lines ourselves up with our primary sponsor of Quicken Loans for 2013. Their deal is one year as well. ... If we have the opportunity to put together a two- or three-year deal or even further with Quicken Loans, then that will match my contract. The economics have to make sense from a personal standpoint. I'd like something on paper that says I'm here for a long time, but financially it has to work for everybody” (“NASCAR Now,” ESPN2, 10/2). Stewart in a special to the DETROIT FREE PRESS writes after signing the Quicken Loans deal, "There wasn't any champagne being sprayed in victory lane, but there were plenty of high fives on the shop floor. ... Unlike stick-and-ball sports whose teams get to rely on ticket sales, a race team's only ticket is sponsorship. So when Quicken Loans ... not only renews with our team but doubles its investment, it's a big deal" (DETROIT FREE PRESS, 10/5).