Menu
Marketing and Sponsorship

Circle Sport-Leavine Family Racing’s new sponsorship packages offer guaranteed media impressions

Single-car NASCAR Sprint Cup team Circle Sport-Leavine Family Racing has begun operating under a new sponsorship model that offers companies guaranteed media impressions, a move believed to be the first of its kind in the sport.

Under the standard sponsorship model for the sport, brands pay teams for a predetermined amount of assets, such as paint schemes, driver appearances and social/digital integration. Outside of make-goods or other concessions, the value of the deal generally is constant regardless of how much exposure ultimately is generated by those assets.

Under Circle Sport-Leavine Family Racing’s new model, which is akin to television ad guarantees, sponsors can buy one of three packages that come with a set number of cost-per-thousand impressions, or CPMs. A bronze package comes with 50 million impressions at $7 CPM, or $350,000 total; a silver package worth 300 million impressions comes at $4.60 CPM, or $1.38 million; and a gold one worth 1 billion impressions comes at $3 CPM, or $3 million.

That number, which can be reached by doing anything from getting on TV during races to getting mentioned on social or digital media, must be met before a deal expires.

In comparison, a typical primary Sprint Cup team sponsorship for the 36-race season ranges from $3 million for a backmarker to $30 million for a top car.

“Working with previous teams and clients, every partnership I ever put together always went back to what [the sponsor’s] total CPM was when they were looking at re-upping or getting back into it,” said Joe Chisholm Jr., new business specialist for CS-LFR, who helped put the program together. “So we said, ‘Let’s create a program with a focus on this and then create a model where we can easily display this to the partner upfront.’”

CS-LFR has already found one new taker for the system in internet security company Malwarebytes, which is coming aboard for the rest of 2016 in a deal that is valued in the mid to high six figures and will be unveiled this week.

CS-LFR, which charged low six figures per race for primary sponsorship under the old model, is working with third-party research firms Navigate Research, IEG and Repucom on the effort. Sponsors are able to choose any of those companies to produce biweekly reports.

The model is seen as most likely to appeal to media-heavy business-to-consumer brands that are eyeing social and digital media as mediums that can make up for a potential lack of TV time during races.

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Journal/Issues/2016/06/20/Marketing-and-Sponsorship/Circle-Sport-Leavine-Family-Racing.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Journal/Issues/2016/06/20/Marketing-and-Sponsorship/Circle-Sport-Leavine-Family-Racing.aspx

CLOSE