SBD/November 26, 2013/Marketing and Sponsorship

NASCAR Sets Guidelines For '14 Requiring Formal Approval Of All Race Title Sponsors

Tracks now must submit all potential race sponsors to NASCAR
NASCAR has "set new guidelines that will govern and require approval for race naming rights sold by racetracks starting" in '14, according to Bob Pockrass of the SPORTING NEWS. The new policy, which is being "established about six months after the National Rifle Association sponsored" the Sprint Cup Series NRA 500 at Texas Motor Speedway, was "revealed in sanction agreements" filed Friday by Dover Motorsports Inc. TMS officials have indicated that the NRA "will not return as the race sponsor." Whether NASCAR "would now reject the NRA was not immediately clear since NASCAR has not received a request." But what "is clear is that it would face more scrutiny in the past when NASCAR’s sanction agreements did not require formal approval." The '14 sanction agreement now states that "tracks must submit for approval all race entitlement sponsors." Under the guidelines, NASCAR will "keep the identity of prospective sponsors a secret and limit which NASCAR employees have knowledge of the request." In addition, if NASCAR "rejects a sponsor, it will consider a modified sponsorship, the substitution of another brand owned by the same company or reconsider the sponsorship at a time when the company’s brand image has recovered." Tracks also "can appeal the decision to a three-member committee" (SPORTINGNEWS.com, 11/25).

FISH STORY: NASCAR.com reported Bass Pro Shops "will continue its partnership" with Richard Childress Racing in '14 as primary sponsor on Ty Dillon's No. 3 Chevrolet Camaro in the NASCAR Nationwide Series. Bass Pro Shops/Tracker Boats "will be a primary sponsor for 11 races" on the car during Dillon's first full season in the series. Yuengling Light Lager was "previously announced as a primary sponsor for eight Nationwide races for Dillon" (NASCAR.com, 11/25).
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