The Sponsorship-Go-Round

Next?

First, Red Bull announces it’s out of the racecar business but may, maybe, might, still be a sponsor.

Now, Crown Royal is leaving. Period. A statement from the company said:

“In evaluation of our NASCAR programming and after much consideration, we have made the decision to make a strategic shift to focus our resources against our annual Crown Royal “Your Name Here” program which awards race naming rights to an adult fan.
“In shifting our strategy, we will end our sponsorships with Roush Fenway Racing and NASCAR upon the conclusion of the 2011 season.”

Roush Fenway has announced the addition of Affliction Clothing for two races this year with Matt Kenseth. And the Cat in the Hat might be facing tough times again. Up for renewal are Aflac and UPS, not to mention Aflac-sponsored Carl Edwards remains unsigned.

Times are tough in NASCAR. Even though cameras try to keep from showing the massive number of empty seats, they are there nonetheless.

There are a number of marketing strategies being used to get fans in the seats – buy two get one free, a $99 package for 4 at Walmart, individual race teams coming up with giveaways and promotions on their own, pre- and post-race entertainment at the track and in-house stunts.

Drivers are being put out there more than ever before to promote the daylights out of racing, including guest spots on cable TV shows and doing seat swaps with drivers in other racing divisions. Jeff Gordon makes a nifty replacement for Regis Philbin at times.

On the Roush Fenway website, there is a banner ad promoting their brand to “marketing maverick” and “ambitious marketer,” and an interactive sponsorship site to let potential sponsors know there are 75 million racefans out there and being on the car is the way to reach that audience.

Yes, times are hard in NASCAR, but there could be a hidden benefit here.

If local tracks, dirt and asphalt alike, seize the opportunity, they could reap the benefits of fewer people spending hard-earned money to go to Charlotte, Bristol or Martinsville.

No, it’s not Carl Edwards, Jimmie Johnson and Tony Stewart, but it IS live racing and it’s probably someone you know in the driver’s seat.

And, no, these guys and gals - yes, gals - in the cars in all likelihood aren't going to make it to that level.

They will continue to race for fun, trophies and gas money every week somewhere, feeding their passion for the sport.

If exhaust junkies will give it a chance, it could just be Short Track Saturday Night fun.