SportsBusiness Daily: Drivers in Daytona 500 Generate About $45M In Value To Sponsors
From the February 19, 2009 edition of SportsBusiness Daily:
"The 43 race cars on the track during the Daytona 500 broadcast on Fox
delivered almost $45M in value to their affiliated sponsors, according
to an analysis of the race conducted by K.C.-based sponsorship
measurement firm Image Impact. Matt Kenseth, who won the race,
delivered a total of $3.9M in exposure for his affiliated sponsors, and
Kenseth's primary sponsor DeWalt Tools accounted for $2.1M of that
exposure. Still, it was Dale Earnhardt Jr., who caused a multi-car
wreck after rear-ending Brian Vickers, who delivered the most brand
value to his sponsors at $4.4M. The following lists the top 10 drivers
in brand delivery from the Daytona 500."
