SBD/April 5, 2013/Marketing and Sponsorship

On-Track Success Not Translating To Sponsorship Deals For NASCAR's Phoenix Racing Team

Even though a "hot start has turned heads in the garage, it hasn't generated many sponsor leads" for the NASCAR Sprint Cup Series team Phoenix Racing, according to Nate Ryan of USA TODAY. Phoenix remains a team that "lacks the multimillion-dollar corporate largesse of its rivals." The team signs its sponsorship deals from "race to race and has found little interest from companies being on the hook for a full season." Phoenix GM Steve Barkdoll said, "We have to figure out a way to get help. There's not a lot left for the rest of the year. [Owner James Finch] can't do it the rest of the season." While "scrounging cash is difficult for Finch's Spartanburg, S.C.-based operation, preparing cars has gotten easier with the new 2013 model." If Finch could "change anything, it'd be increasing the consistency of NASCAR's governance and rulebook to help attract a new breed of owners via lower budgets." Finch said, "If you're a baseball team, and you're losing, you practice twice as much. If you still lose, maybe you need to change some players. NASCAR hasn't changed any of their players. NASCAR has done a really good job with the cars; it's as safe as it's ever been. I'd like for them to say, 'We've got to [get] more (owners) involved'" (USA TODAY, 4/5).
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