As a marketing vehicle, auto racing is a proven winner. No sport attracts more corporate sponsorship dollars. Of the estimated $3.2 billion spent on sports sponsorship last year, 25 percent was directed towards auto racing. Auto racing is regarded as an exciting, glamorous, unique and effective marketing tool.

Auto racing is the number one and fastest growing spectator sport in the United States with over 80 million fans attending events each year. The percentage of television sports viewers per household watching auto racing is virtually tied with NFL regular season football, and higher than all other television sports except NFL playoffs and college football bowl games. That's why more companies invest in auto racing for sports sponsorship - more than pro teams, golf or tennis.

There is no other sport like auto racing that provides the corporate sponsor with so many different ways to merchandise and market its racing association. The role of the corporate sponsor has long been recognized in auto racing as a major and necessary component of the sport.

Baseball, football, basketball, hockey and other team sports do not permit the direct commercial sponsorship association that is offered and nurtured in auto racing. Support of the sponsor and its products or services is an accepted way of life.

• Cars serve as moving billboards for the sponsor's logo. When properly placed on the vehicle, the sponsors graphics are highly visible to the fans in the stands and TV viewers.

• Drivers and team uniforms which carry prominent sponsor identification, give the sponsor additional visibility with fans at the track and also appear in TV coverage and newspaper photos.

• Drivers support sponsors by wearing brand or corporate apparel at public appearances away from the race event to further the sponsorship association.

• Trucks which transport the cars to the racing circuit also serve as traveling billboards for the sponsor and its racing association.

• Products can be showcased at the track through hospitality functions and display exhibits where additional signage and product sampling opportunities are available.

• Cross marketing programs between several corporate sponsors present opportunities to sell and promote products in a unique and innovative fashion.

• In-store product displays using a racing theme coupled with a driver autograph session and show car display assist in generating additional traffic into retail stores.

• Corporate trackside hospitality provides a unique way to entertain clients, employees and VIPs.

• For more info please contact me @ mike424@earthlink.net
• *Source: Bozell, Jacobs, Kenyon and Eckhard Advertising