Hornets, FanDuel Sign Multiyear Deal Behind Sherwin-Williams' Deal With IndyCar, IMS WMG Using Image Recognition Company Eli, Romo Star In DirecTV Sunday Ticket Ads MLS Inks Multiyear Deal With DraftKings NFL Debuts New Fantasy Football Campaign CAA Signs On As Title Sponsor Of WCOS Fox Sports Engage Launched For Social Media Top Sponsors Call Meeting With FIFA Bumgarner Tops MLB's First-Half Jersey Sales
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).