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Volume 25 No. 177

Marketing and Sponsorship

NASCAR President Steve Phelps confirmed that the sanctioning body is "putting a new business model in place" in which it will "move away from the one titled sponsor approach for its marquee Cup Series to a variety of sponsors pouring money into the entire system," according to Godwin Kelly of the Daytona Beach NEWS-JOURNAL. Sponsorship money would be spread out among NASCAR, TV partners, "member tracks and race teams." Phelps said, "It’s really more to make the sponsorship buy as easy as possible. As an industry, we are fairly fragmented. You have the sanctioning body, different tracks, race teams, drivers and broadcast partners; all these different groups you can contract with as a sponsor. We are trying to bring all of them under one umbrella. If you go to, for example, a company such as Coca-Cola, you can sell them a one-stop shop. It’s an ease in doing business. If you do that, it’s going to foster more sponsor activity.” Kelly notes tracks, race teams, drivers and media partners will "still look for marketing dollars for funding." But NASCAR said that the new model "sweetens the pot for all stakeholders." Phelps: "We are out in the marketplace right now selling these tiered sponsorships for 2020. We won’t get everybody signed on for 2020, but this will be the start" (Daytona Beach NEWS-JOURNAL, 12/17). SBJ first reported NASCAR's sponsorship plans this summer. 

Selling for $12 apiece, the posters' net proceeds (about $6 each) go to the Blazers' charitable foundation
Photo: TRAIL BLAZERS

For each home game since the start of last season, the Trail Blazers have "commissioned an artist from the Portland area to design a 12-inch-by-18-inch game-day poster," and they have "become some of the hottest collectibles in the Pacific Northwest," according to Scott Cacciola of the N.Y. TIMES. The art is "basically in the style of old rock concert posters." Each "includes the date of the game and the opponent, but the artwork is the star attraction." The posters have "ranged from playful to poignant." Just 110 posters are "printed for each home game -- all of them hand-numbered -- and they usually sell out." The posters "sell for $12 apiece, with the net proceeds -- about $6 per poster -- going to the team’s charitable foundation." But "even at the bargain-bin price, the Blazers have done an extraordinary job of making them feel like an exclusive item." While season-ticket holders have the "option of reserving them in advance, the posters are otherwise available for purchase only on game nights" inside Moda Center, as the Blazers "want fans to get to the arena early -- and they want them to shop." The posters were also an "easy way for the Blazers to tap into" Portland’s "vibrant artist community." Blazers CMO Dewayne Hankins: “We were overwhelmed by the amount of folks who had an interest in bringing this concept along." In exchange for their work, the artists "receive $315, two game tickets and visibility." The Blazers "feature the posters at the arena and on their social media accounts" (N.Y. TIMES, 12/16).