Securing a NASCAR race entitlement sponsorship involves much more than simply paying for the right to display a company’s name and logo. It goes far beyond having the sponsor’s identity mentioned during race broadcasts or advertisements.
These partnerships are built on multiple layers of business collaboration, including both business-to-business (B2B) and business-to-consumer (B2C) strategies. These efforts aim to create value not only for the sponsor but also for the venue and the race itself.
A successful sponsorship helps generate excitement around the race and encourages ticket sales, resulting in larger crowds. For the sponsor, the race serves as a platform for promotional activities, such as off-track appearances by their associated NASCAR driver. There’s also a strong focus on hospitality, as sponsors invite key clients and business partners to the event, fostering relationships and creating new business opportunities.
For a closer look at how these partnerships function, consider the Quaker State 400 available at Walmart, held at Atlanta Motor Speedway on September 8.
A Long-Standing Partnership
The Quaker State 400 is one of the longest-running sponsorships in NASCAR, surpassed only by the Coca-Cola 600 at Charlotte Motor Speedway and the Food City 500 at Bristol Motor Speedway. Quaker State, a Shell USA, Inc. brand, has maintained this partnership for 13 years, transitioning from Kentucky Speedway to Atlanta Motor Speedway without losing its identity.
Josh Day, Account Management Director at Sport Dimensions, highlights the significance of this long-standing partnership:
“The Quaker State 400 is unique because of the longevity of our collaboration with Speedway Motorsports,” Day explains. “Having one of the longest-running entitlement sponsorships in NASCAR is something we take pride in.”
Day, who has spent 17 years at Sport Dimensions managing motorsports clients like Shell, Pennzoil, and Quaker State, underscores the importance of these race sponsorships.
The Sponsorship Deal
The foundation of any successful race sponsorship lies in the agreement between the sponsor and the venue. A NASCAR Cup Series race sponsorship typically costs between $1 million and $5 million. In return, sponsors receive access to various assets, such as VIP suites and activation spaces around the track.
“A sponsorship package includes a lot more than just branding,” explains Sam Brown, Director of Communications at Sport Dimensions. “We’re not just paying for a sticker on a car; we’re gaining access to business opportunities, display spaces, and exclusive perks.”
Day elaborates on the value provided by Atlanta Motor Speedway, which includes a wide range of assets. These range from premium suite-level hospitality to grandstand seating. The sponsorship also involves track branding, digital promotion, and guaranteed mentions during TV broadcasts, depending on the agreement.
Sponsors are also granted activation spaces for on-site promotions, which vary depending on the venue. Beyond race day, they can use these areas for other events throughout the year.
“We can host large-scale activations or other events outside of NASCAR races using these facilities,” Day notes. “This flexibility allows us to maximize the value of our partnership.”
