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Kasey Kahne Bud Jacket $104. at the NASCAR store
Gentlemen, Start Your Sponsorships by Deborah Tirico
Jeff Gordon
Believe it or not, the second most viewed sporting event on television, after NFL Football, is The National Association of Stock Car Auto Racing (NASCAR).  A family-owned and operated business, NASCAR sanctions and governs auto racing events.  NASCAR claims to hold 17 of the top 20 attended sporting events in the U.S., and boasts 75 million fans who purchase over $3 billion in annual licensed product sales … yikes! Some marketers consider NASCAR fans the most brand-loyal in all of sports and as a result, Fortune 500 companies sponsor NASCAR more than any other motor sport.

The History
Nascar’s home is Daytona Beach ... an area with land speed records dating back to the bootlegging era of the 1920s.  Drivers ran bootleg whiskey out of Appalachia and used small, fast vehicles to better evade the police. Many would modify their cars for speed, handling and increased cargo capacity.

1922.  After a thrilling chase through the streets of Washington, ... a couple of bootleggers and their car come to grief at the hands of the Capitol police.
NASCAR driver Jeff Gordon, considered by many to be the “hottie” of the track.
Escaping the Great Depression, mechanic William France, Sr., moved to Daytona Beach, from Washington, DC.  Familiar with the history of the area from the land speed record attempts, France entered the 1936 Daytona event and finished fifth. He had a notion that people would enjoy watching stock car racing and knew drivers were often victimized by unscrupulous promoters who would leave events with the money before drivers were paid. In 1947, he decided this racing would not grow without a formal sanctioning organization, rules, a schedule, and a championship. France and a few influential racers and promoters formed NASCAR on February 21, 1948. Today, his grandson Brian France is the CEO of the company.

The three largest racing series sanctioned by NASCAR are the Sprint Cup, the Nationwide Series and the Camping World Truck Series.

The "NASCAR Sprint Cup Series" is the sport's highest level of professional competition. In the early 1970s, R. J. Reynolds Tobacco Company had been banned from television advertising. They found a popular and demographically suitable consumer base in NASCAR fans and engaged NASCAR as a promotional
NASCAR Nextel Cup Series
outlet sponsoring the top level.  As a result,
the Grand National Series became known as
the Winston Cup Series starting in 1971. In
2004, NEXTEL took over sponsorship of
the premier series and formally renamed it
the NEXTEL Cup Series.

The "NASCAR Nationwide Series", the second highest level of professional competition in NASCAR is currently sponsored
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home depot Nascar.jpg
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• 1 in 3 American adults follows
   NASCAR (75 million +).
• NASCAR is broadcast in over 150
  countries and 23 languages
  every weekend in season.
• NASCAR races draw larger
  crowds than the Super Bowl,
  World Series and the NBA finals
• Race attendance has almost
  doubled in the last 15 years.
• 6.9 million fans attended  
  NASCAR Cup Series events in
• 77% of NASCAR fans are
  between 18-54 years old and 40%
  are women.
• 80% of NASCAR fans said that
  when they buy a NASCAR
  sponsor’s product, they feel they
  are contributing to the sport.
by Nationwide Insurance. replacing
Anheuser-Busch's Busch brand at
the start of the 2008 season.
Nationwide Insurance will also
become the official auto, home and
life insurance provider of NASCAR.

The '"NASCAR Camping World Truck Series" features modified pickup trucks.  In 1996, the series was named the NASCAR Craftsman Truck Series to emphasize Craftsman's sponsorship. Today this series is sponsored by Camping World.

The Daytona 500 is a 200-lap, 500 mile (804.7 km)-long NASCAR Sprint Cup Series race held annually at the Daytona International Speedway.  The Daytona 500 is regarded by many as the most important and prestigious race on the NASCAR calendar, carrying by far the largest purse.

These are actually too many to list, but the following are almost household names: 

Mario Gabriele Andretti is one of the most successful drivers in the history of the sport. He is one of only two drivers to win races in the four major motor racing categories: Formula One, IndyCar, World Sportscar Championship and NASCAR.

Ralph Dale Earnhardt, Sr. (April 29,
1951 – February 18, 2001) was an
American race car driver, best known
for his career driving stock cars in
NASCAR's top division.  Dale
Earnhardt is notable for his success in
the Winston Cup Series, winning
seventy-six races (including one
Daytona 500 victory in 1998).
Earnhardt died in a last-lap crash
during the 2001 Daytona 500.

The Fans
NASCAR racing is more sponsor-oriented than any other sport in the world -- and for good reason. NASCAR fans are extremely brand-loyal. According to RaceStat, a syndicated NASCAR research project, 71 percent of the NASCAR audience reported that they "almost always" or "frequently" choose a product involved in NASCAR over one that is not, simply because of the sponsorship. As you can imagine, this has companies clamoring for a piece of the action.

The Cost of Sponsorship
Title: A Series title sponsor pays millions of dollars a year to have its name in the title of a major NASCAR series.
Primary: If a company wants its name on a NASCAR race car, the cost averages $8 million a season.
Associate: Associates don't enjoy premium placement of their brand on cars and uniforms. Costs depend on the level; the highest level is the major which can cost up to $5 million a year.
Bud Jacket
Dale Earnhardt
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