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Volume 23 No. 8
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NASCAR teams take new inventory to market

NASCAR gave teams the right to sell advertising on the front-side quarter panels of their cars, space held for decades by contingency sponsors of the sanctioning body.
Photo: getty images
NASCAR gave teams the right to sell advertising on the front-side quarter panels of their cars, space held for decades by contingency sponsors of the sanctioning body.
Photo: getty images
NASCAR gave teams the right to sell advertising on the front-side quarter panels of their cars, space held for decades by contingency sponsors of the sanctioning body.
Photo: getty images

The Race Team Alliance is in the market selling sponsorship on NASCAR race cars in a unique proposition that includes assets across the sport’s biggest teams.

Under terms of the charter system enacted in 2016, NASCAR teams gained the ability to own and sell advertising space on the front-side quarter panels of their cars, space known as the contingency area. Under the old system that was in place for decades, teams placed a number of small decals for NASCAR series sponsors on that area of their cars.

However, it’s taken a couple of years for the teams to take the space to market, in part because several sponsors under the old system were allowed to keep their decals until their deals expired, which has cluttered the space. However, in 2020, only a couple of those will remain along with endemic sponsors such as fuel and tires, so the RTA is now out in the market selling the space for teams across its membership.

“Now, with NASCAR moving away from a title sponsorship in 2020, the RTA offering becomes the only way for a sponsor to secure a spot on all of the NASCAR Cup cars,” Jonathan Marshall, executive director of the RTA, wrote in an email.

Marshall said the “NASCAR Team Activation” area will include placement on the front-side quarter panels of up to 30 cars. The RTA, which represents 13 teams including all of the sport’s top entries, will also make team and driver social media assets part of the deal. Marshall said the asking price is in the seven figures annually but he did not get more specific on financial terms. He was clear that a team’s sales effort will always come first, and that the group has collaboratively created a process of clearance prior to making any sales to avoid any sponsor conflicts.

Taking over the space is seen as significant because it takes an area of the car that was owned by the sanctioning body and transfers it to the teams. The contigency area involved running various NASCAR series sponsor decals in exchange for becoming eligible for prize money those sponsors offered in various categories.