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SBD/September 18, 2013/Marketing and Sponsorship
Nationwide Ending Its Title Sponsorship Of NASCAR's No. 2 Series After '14
Published September 18, 2013
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STRATEGY SIMILAR TO GOLF: Jauchius compared Nationwide's shift in strategy to what the company did in golf. After years of title sponsoring the PGA Tour's secondary tour, the company ended the deal and became the title sponsor of The Memorial tournament. It increased its advertising on CBS around the Tour and Jauchius said the company's analysis showed the move "worked well." He added, "We see this as the exact same strategy in NASCAR." Nationwide contractually had to make a decision about the future of its title sponsorship this month. Jauchius said that NASCAR's new TV deals with Fox and NBC, which will shift the Nationwide Series from the more-widely distributed ESPN to FS1 and NBCSN, did not affect the company's decision. Nationwide plans to advertise with both broadcasters in the future.