Jeff Gordon NASCAR Since 1992, DuPont signed

Jeff Gordon & NASCAR

Since 1992, DuPont signed with Jeff Gordon. People saw the car and recognized that car as the "Rainbow Car", and that's all it took to stand out.

DuPont also said:

"Our sponsorship of Jeff Gordon helps keep DuPont brands and products in the public eye. Branding is a key component of the DuPont knowledge intensity strategy for achieving sustainable growth."

Not only that it shows loyalty that a brand has to its sponsorship. DuPont stuck with Jeff Gordon since 1992, and stayed with him. He didn't win a race until 1995, but the brand stood by his side.


Look how popular NASCAR is:

The simplest way to document the enormous popularity of NASCAR is go to Google and type the word “NASCAR.” In less than one second 53 million entries will appear! How big is NASCAR? Even non-NASCAR fans are familiar with Richard Petty, Dale Earnhart, Jeff Gordon, Cal Yarborough, and Danica Patrick. NASCAR is the second most viewed sport on TV behind the NFL and marketers consider NASCAR fans to be the most brand loyal in all of sports. Research documents NASCAR fans are 3 times more likely to purchase a NASCAR sponsored brand.

- 1 in 3 American adults follows NASCAR. This translates to 75 million people

- More than one-fifth of Fortune 500 companies sponsor NASCAR

- NASCAR races draw bigger crowds than the Super Bowl, the World Series, and the NBA finals… combined!

- NASCAR races are carried live on ESPN, ABC, and 350 radio stations nationwide

- 6.9 million fans attended NASCAR Cup Series events in 2005

- 77% of NASCAR fans are between 18-54 years old with a median age of 43

- 47% of NASCAR fans earn more than $50,000 per year

- 40% of NASCAR fans are women and 39% have children under 18

- NASCAR sponsors include Pepsi, Bank of America, Subway, Sprint, Coke, UPS, Target, Office Depot, Wheaties, McDonalds, Lowes, Miller Lite, and hundreds of small companies

New Entrants:

Oxywater is aiming to raise its profile through a three-year sponsorship agreement with NASCAR’s FAS Lane Racing team.

FAS Lane Racing said the beverage will sponsor its Sprint Cup Series car beginning Sunday at the Food City 500 at Bristol (Tenn.) Motor Speedway. Two-time Sprint Cup Series champion Terry Labonte will be behind the wheel of the No. 32 Ford.

Made by Lewis Center-based Imperial Integrative Health, Oxywater is an oxygen-enhanced mineral water with no sugar, carbohydrates or artificial sweeteners. The partnership with FAS Lane Racing is designed to promote Oxywater as a healthy hydration beverage, said Vice President Stacey Kuzda

She told me the sponsorship is part of an effort to expand and promote Oxywater's brand. The drink, on the market since 2011, is sold through supermarkets and drugstores in Ohio, Michigan, Pennsylvania and Texas. Kuzda said the hope is to connect with retailers elsewhere through the relationship with a NASCAR team.

“Oxywater is a mass-market product,” she said. “Since NASCAR is a spectator sport with such large numbers of (television) viewers, we felt it was a good fit for us.”

Based in Mooresville, N.C., FAS Lane Racing is headed by NASCAR crew chief Frank Stoddard. Its No. 32 team drivers are Labonte, Ken Schrader and rookie Timmy Hill.

http://www.bizjournals.com/columbus/news/2013...ip-to.html

So if NASCAR isn't successful, why are all these businesses sponsoring the sport?

Why are there new entrants sponsoring NASCAR?