NASCAR Teams Drive Home Big Value From Daytona 500
Despite
a rough off-season that saw many NASCAR Sprint Cup teams consolidate
and scramble for sponsorship, the season opening Daytona 500 delivered
big value for team sponsors. Image Impact conducted a sponsorship brand
analysis for the race. According to their findings, the 43 race cars on
the track and their drivers’ exposure delivered almost $45 million in
value to their affiliated sponsors. In a spectacular result, the race
was prematurely ended after 152 of the scheduled 200 laps due to rain.
Matt Kenseth found himself in the right place at the right time and
took home the victory delivering a total of $3.89 million in exposure
for his affiliated sponsors. His primary sponsor DeWalt Tools accounted
for $2.06 million of that exposure.
While Kenseth was the winning driver he did not deliver the most in
brand value. That honor belongs to Dale Earnhardt Jr. who delivered
$4.41 million in value to his sponsors. Kyle Busch, who was knocked out
of the race on Lap 124, delivered $3.57 million in sponsorship value,
ranking third amongst all drivers. M&M’s, Busch’s primary sponsor,
received $2.24 million in exposure, the top brand amongst all car
sponsors thanks in part to his race-high 88 laps led.
