BMW takes VIP cue from Masters A-B to sports: Adapt to a new world The Lefton Report: Selling air Smithfield commits to NBC, NASCAR Microsoft adds NASCAR, Hendrick deals Event, experiential marketing roundtable Heineken adds buzz to MLS Rivalry Week Quicken Loans boosts military program Van Wagner to sell NFL field-level ads New daily fantasy to sponsor Eisen show
SBJ/March 4-10, 2013/Marketing and Sponsorship
Premier Sprint Cup team inventory still available
Published March 4, 2013, Page 9
Stewart-Haas Racing needs to fill six races on Tony Stewart’s No. 14 car and three races on Danica Patrick’s No. 10 car, while Hendrick Motorsports is still searching for a sponsor for 13 races on Dale Earnhardt Jr.’s No. 88 car.
|Stewart and Patrick have open inventory.
“The market right now has what I feel is healthier activity,” said Pat Perkins, Hendrick Motorsports vice president of marketing. “We’re engaged in a lot of good conversations and feel fairly confident we’ll be able to introduce some partnerships.”
Brett Frood, Stewart-Haas Racing executive vice president, hopes that the media coverage Patrick received after winning the pole for the Daytona 500 bolsters Stewart-Haas’ sales efforts. During the course of the week, she did 12 hours of interviews with 40 outlets ranging from NBC Nightly News and ABC World News Tonight to Parade Magazine and The Daily Telegraph. “SportsCenter” also showed six minutes of live coverage of her pole-winning press conference.
Frood said the team is targeting brands in the health, fitness and beauty categories.
The co-primary sponsor would get appearances, marketing rights, the primary paint schemes and firesuit for three races. GoDaddy sponsors 33 races, and Frood said they are willing to be flexible with the three races a co-primary sponsor receives.
Like Stewart-Haas Racing, Hendrick Motorsports has the No. 88 car covered with sponsors until the summer. Perkins said that Hendrick Motorsports remains open to signing one or multiple partners to fill its open races on the No. 88 car. They have held discussions with some companies interested in all 13 races and others interested in fewer.