Marketers are finding that sponsorship of NASCAR races and cars have advantages that other, similar deals can't offer. For example, Texas Instruments Inc. has found that its $15 million sponsorship
of a car that participates on the stock car racing circuit is generating enormous attention for its DLP high-definition television technology. The "DLP" name appears on the car, which is owned by
former Dallas Cowboys stars Roger Staubach and Troy Aikman. At a recent race, 5,700 fans streamed through the TI exhibit booth during race weekend, the company said. TI officials concede that
sponsoring a NASCAR car isn't cheap, but they say the exposure is priceless. And Daniel Howard, a marketing professor at Southern Methodist University, said NASCAR looks like a good fit. "These cars
are very high-tech and very fast, which is the image TI wants for their products," Howard said. "The only downside is the risk of a catastrophe, like a crash and a death, which would have a negative
rub-off on the company." NASCAR sponsorship also seems to have other benefits that can't always be explained. For example, Stephen Pruitt, a University of Missouri-Kansas City finance professor who
has studied the financial impact of NASCAR sponsorships, says most companies see an inexplicable boost in their stock price. He also said studies have shown that NASCAR fans are more likely to buy
sponsors' products over ones from competitors that have no ties to racing.
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