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SBD/September 2, 2014/Marketing and Sponsorship
Sponsors Reaffirm Commitment As Tony Stewart Returns To Track At Atlanta
Published September 2, 2014
TRICKLE-DOWN EFFECT: USA TODAY's Ryan wrote whether the "array of brightly colored sponsor logos remain on his No. 14 Chevrolet or disappear in a cloud of controversy might be as uncertain as the fate of Stewart." Marketing firm Engine Shop President & Founding Partner Ed Kiernan said, "A lot of it is going to be determined on is it found as an accident or a criminal charge. That's going to weigh in the brands' decisions." This weekend at Atlanta the question "lingered whether his situation could leave his team in worse shape -- particularly as sponsors such as Mobil 1, Bass Pro Shops, Coca-Cola, Chevrolet and Rush Truck Centers measure fan feedback." It also could "affect SHR teammates Kevin Harvick, Danica Patrick and Kurt Busch, whose sponsors have engaged in cross-promotions" with Stewart. Just Marketing Int'l Founder & CEO Zak Brown, whose company has represented NASCAR sponsors, said that Stewart's return would have "been vetted exhaustively by his sponsors before being approved." Brown: "I can't imagine him being back in if he didn't have support from his partners. He's not going to unilaterally decide I'm getting back in the car" (USATODAY.com, 8/29).