SBJ/September 17 - 23, 2007/This Weeks News

DuPont stays near top in fan recognition

DuPont is consistently among the most referenced sponsors in NASCAR when fans of the sport are polled. ESPN Sports Poll data collected from 2001 to this year shows that DuPont is normally among the top 10 sponsors named when NASCAR fans are asked to name three sponsors.

Among those who identify themselves as Jeff Gordon fans, DuPont ranks just behind Anheuser-Busch and Nextel, two title sponsors in the sport.

DuPont finished seventh among avid NASCAR fans that didn’t name Gordon as their favorite driver, finishing behind Anheuser-Busch, Nextel, Home Depot, Pepsi, Coca-Cola and Goodyear in 2006 polling. DuPont is consistently among the top 10 from 2001 to the present.

NASCAR fans in general cited DuPont among the top 12 sponsors every year since 2001. That speaks to the consistency of the sponsorship, said Robert Fox, vice president of TNS Sport, which does polling for the ESPN Sports Poll.

“You see the effect of the consistency because DuPont doesn’t go up or down that much,” Fox said of the year-by-year polling numbers. “There’s a nice steadiness. And DuPont is not a consumer product, so it’s not going to be top of mind like an A-B, Coke or Pepsi. DuPont has been able to break through the clutter and that’s brought real value to the sponsorship.”

Michael Smith

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