Eagles Make Toyota First Auto Sponsor Since '08 Brickyard 400 Continues Attendance Slide NASCAR Takes Control Of Digital Ad Sales Republic FC Announce Big Sponsorship Golfer "Beef" Johnston Signs Deal With Arby's Marketplace Roundup Odell Beckham Jr. To Release Sportswear Brand Brickyard 400 Tix Sale Spike With Gordon Northwestern Rolls Out Heisman Campaign For LB Gatorade Debuts Animated Film On Usain Bolt
SBD/March 6, 2013/Marketing and Sponsorship
Gossage Continues To Defend NRA Sponsorship As Critics Offer Mixed Opinions
Published March 6, 2013
JUST BUSINESS? ESPN.com conducted a debate among its motorsports writers with regard to the sponsorship deal. Terry Blount wrote the NRA “falls in line perfectly with this track, a place where they've always had a yee-haw, bang-bang, pistol shoot in Victory Lane.” Blount: “But I wouldn't suggest using this sponsor for the road course race in Sonoma.” Ed Hinton wrote a few fans “might be put off, maybe among those whose interest in NASCAR has been piqued by Danica Patrick's full-time Cup ride. But by and large, the relationship between hunting and NASCAR-watching is a long-established staple of marketing.” Ryan McGee wrote there is “no way NASCAR will be able to avoid playing into the hands of a well-worn stereotype at a poorly timed juncture.” McGee: “I’m not saying the negative reaction within the mainstream will be fair. I’m just saying that’s how it’s going to be.” Newton wrote, “This doesn’t send the message the sport needs at a time when it is trying to bring in new fans.” Marty Smith wrote, “The entire sport of NASCAR is placed in a certain position because of the sponsorship” (ESPN.com, 3/5). CBSSports.com's Mike Freeman said the sponsorship is a “really horrible mistake, particularly if you’re NASCAR and you’re trying to branch out and get more mainstream." The NRA “has said some really insensitive, crazy things in light of some real tragedies.” SI’s Jim Trotter said NASCAR “is tone deaf, but I don’t have a problem with it.” Trotter: “If you try to stop the NRA from being a sponsor of this, we’re getting awfully close to censorship based on political beliefs” (“Rome,” CBS Sports Network, 3/5).
BEING POLITICAL WITHOUT TRYING TO BE? SPORTS ON EARTH’s Patrick Hruby wrote, “In sticking the NRA's sponsorship money in the fridge and the organization's overwhelmingly political raison d'etre in the freezer ... Gossage is being naive at best. Disingenuous at worst. Making a distinction without a difference. Oddly enough, he sounds like a politician.” Gossage’s “insistence that an NRA sponsorship is the same as an auto parts or fast food sandwich sponsorship reflects a larger cultural desire. A collective habit of cognitive dissonance” (SPORTSONEARTH.com, 3/5).