NASCAR's Business-To-Business Group Paying Dividends For Sponsors
 |
Aflac's Charney Regularly
Sets Up Meetings At Races |
While NASCAR “often trumpets the high visibility enjoyed by its sponsors," one of the "highest returns for companies’ investments actually comes not from consumers but from other companies,” according to the N.Y. TIMES’ Andrew Adam Newman, who profiles NASCAR’s Fuel For Business Council, a group of about 40 companies that are NASCAR’s “largest supporters.” NASCAR formed the business-to-business group, which meets quarterly, in ‘04, and “these days is underscoring its value more than ever.” Quarterly gatherings include “speed meetings -- similar to speed dating -- where company representatives talk strategy in quick succession.” And the meetings “get results, with companies agreeing to drive business to one another and share discounts" of up to 20%. UPS Dir of Global PR Mark Dickens said that when the company first became a NASCAR sponsor in ’00, it conducted business with 40% "of the other NASCAR sponsors, but increased that" to 90% today. Best Western in ’07 generated $16.7M in revenue “through deals made with other sponsors,” and Aflac Senior VP & CMO Jeff Charney cites relationships the company "has forged with other sponsors.” Beyond quarterly meetings, Charney “regularly sets up trackside meetings at NASCAR races.” NASCAR Dir of Business Communications Andrew Giangola said that “among other deals Aflac had struck, the insurer was now part of the benefits program Office Depot offered its employees.” He added that in turn, Aflac “buys all of its office supplies from Office Depot” (N.Y. TIMES, 6/18).
|
Related Stories By Company
|
Related Stories By Sport
|
Jimmie Johnson Falling Short With Fans
November 20, 2009 :
SportsBusiness Daily
Wheels & Deals
November 16, 2009 :
SportsBusiness Daily
First Time, Long Time With Dave Moody
November 13, 2009 :
SportsBusiness Daily
France Wants Drivers To Show Personality
November 12, 2009 :
SportsBusiness Daily
Wheels & Deals
November 12, 2009 :
SportsBusiness Daily
|
Jimmie Johnson Falling Short With Fans
November 20, 2009 :
SportsBusiness Daily
Power To Compete In IndyCar Full-Time In '10
November 20, 2009 :
SportsBusiness Daily
Mercedes' Brawn Takeover A No-Brainer
November 17, 2009 :
SportsBusiness Daily
Ashley Force Hood Becoming Big Brand
November 17, 2009 :
SportsBusiness Daily
Wheels & Deals
November 16, 2009 :
SportsBusiness Daily
|
|
