Sponsorship All-Stars in NASCAR
Repucom analyzes sponsor brands through the first quarter of the season
Concord, N.C. 05.15.15 – With a quarter of the 2015 NASCAR Sprint Cup Series season in the books and ahead of this weekend’s Sprint All-Star Race, certain drivers and brands are emerging as sponsorship all-stars. The 2014 NASCAR Sprint Cup Series champion Kevin Harvick is leading the way.
Not only has he led the most laps, but Harvick tops all drivers in providing his team’s sponsors the most time-on-screen during 2015 NASCAR Sprint Cup Series race broadcasts. With nearly 7 ½ hours of television time in the first quarter of the season, Harvick’s sponsors combined to receive 10% more exposure time than the next closest competitor.
Harvick’s primary car sponsor, Jimmy John’s, has acquired the most media value among primary car sponsors through the first quarter of the season, followed by Lowe’s, Shell-Pennzoil, Nationwide, Haas Automation, Target, FedEx, Dollar General, Furniture Row and Miller Lite.
Repucom Executive Vice President Peter Laatz said, “Performance is one of the more prominent indicators for car sponsor exposure in NASCAR as evidenced by the brands you see with the highest media value to date. Eight of the top 10 cars have made at least one trip to victory lane.”
Furniture Row is a newcomer to the top 10 primary car sponsor list tracked by Repucom. Due to outstanding performance this season by Martin Truex, Jr. and the No. 78 team, Furniture Row has received more media value to date than it did in the entire 2014 NASCAR Sprint Cup Series season. Truex is the only driver besides Harvick to have 10 top-10 finishes this season.
The top overall brands in NASCAR Sprint Cup Series during live-race broadcasts are Sprint, Chevrolet, Toyota, Ford and Nationwide. Nationwide moved from a NASCAR series entitlement sponsor to become the primary car sponsor of Dale Earnhardt, Jr. in 2015. Nationwide has also received extensive brand exposure through broadcast sponsorship segments and on-air graphics during NASCAR Sprint Cup Series races.
Brand exposure in NASCAR is especially valuable given the loyalty of fans. Repucom’s SponsorLink tracker shows seven out of 10 NASCAR fans are loyal to a brand when it sponsors their sport, higher than NFL, NHL, MLB and NBA fans.
Repucom is a trusted advisor to top teams and brands in NASCAR and delivers intelligence to more than 1,000 rights holders, brands, agencies and media organizations worldwide.