NASCAR »

Money's tight as contract renewals loom

At 52 the series' oldest active driver, Mark Martin, will definitely be leaving Hendrick Motorsport at the end of 2011 as Kasey Kahne transfers in from Red Bull Racing. Whether Martin will retire from full time competition or seek a seat elsewhere is not yet known, but it was announced last week that Hendrick had signed a five-race deal for this season with Farmers Insurance to sponsor Martin, which will include a special commemorative #25 for the Sprint All-Star Race in place of Martin's regular #5.

At least the entry of Farmers Insurance onto the sponsorship scene is a small ray of hope for NASCAR teams. Last year, the only major new team sponsor to join NASCAR was health insurers AARP, making it harder for anyone without an enduring arrangement with a company with deep pockets to survive. The series' newest star is Trevor Bayne, who despite winning the Daytona 500 in February is still struggling to gather enough sponsorship to make his Sprint Cup appearances viable: Wood Brothers Racing only finally managed to get sponsorship in place for Bayne for the Sprint All-Star Race on April 12 when a deal was done with Good Sam Club, a sister company of Camping World.

But sometimes there's reward for on-track efforts: Dave Blaney ran at or near the front for lengthy periods at Talladega two weeks ago and even threatened to pull off a shock win until he was spun out by Kurt Busch, and it's now been confirmed that the deal between Tommy Baldwin Racing and Golden Corral restaurants will be extended to cover the #36 for the whole of the 2011 season. As part of the link-up, Golden Corral offers a "Kids Eat Free promotion" for the following Monday should the #36 finish in the top ten - a deal that was the subject of some good-natured ribbing from Harvick during the race as he partnered up for drafting with Blaney. Even light-hearted mocking over the in-car radio gets invaluable on-air national TV time that makes the deal more than pay for itself for the sponsor, and that's what everyone's looking for in these austere times.

NASCAR's sponsorship situation has been most affected by the collapse of the car manufacturing business in America, with even Japanese car giants affected by the worldwide slowdown in sales. The car industry has always been an obvious backer of motor sports, and now with those businesses no longer in a fit state to pour money into the sport - along with the end of tobacco and alcohol sponsorship for regulatory reasons, and even banks running scared of being seen to spend money after their role in the recent financial crisis - all racing series are having to work extra hard at developing new potential backers in unexpected and previously unexplored sectors.

As a sport and as a business, NASCAR is confident that it remains healthy and appealing to sponsors: TV ratings are up in 2011 by almost a fifth on last year, and crowd attendance is holding up reasonably well, too. There's increased competition for media coverage and sponsorship backing from the rival IZOD IndyCar series, which has been making some high-profile PR initiatives such as the $5m Vegas "challenge" event that has caught the imagination of US motor sports fans; but the truth is that IndyCar enjoys only a fraction of the ratings of NASCAR, which remains North America's top motor racing competition by a wide margin and makes them the only game in town for any big name sponsors seeking mass audiences in motor sports.

"You're seeing increased interest from sponsors across the board from where we were a year ago," Roush Fenway's Newmark said. "Whether that materializes into sales remains to be seen, but we're optimistic."










Related Pictures

Click on relevant pic to enlarge
3M is the primary sponsor of the #16 Roush Fenway Racing Ford driven by Greg Biffle. 3M, Biffle and RCR just signed a three-year extension to their ongoing collaboration. Photo credit: Jared C. Tilton/Getty Images for NASCAR
Marcos Ambrose in the Richard Petty Motorsport garage at Sonoma Raceway on June 20, 2014 (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Miller Lite Ford, takes the chequered flag to win the NASCAR Sprint Cup Series MyAFibStory.com 400 at Chicagoland Speedway on September 14, 2014 in Joliet, Illinois.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Cars race during the NASCAR Sprint Cup Series MyAFibStory.com 400 at Chicagoland Speedway on September 14, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kyle Busch, driver of the #18 M&M`s Toyota, leads Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet, and Kyle Larson, driver of the #42 Target Chevrolet, during the NASCAR Sprint Cup Series MyAFibStory.com 400 at Chicagoland Speedway on September 14, 2014 in Joliet, Illinois.  (Photo Credit: Nick Laham/Getty Images)
Aric Almirola, driver of the #43 Eckrich Ford, races Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, during the NASCAR Sprint Cup Series MyAFibStory.com 400 at Chicagoland Speedway on September 14, 2014 in Joliet, Illinois. (Photo Credit: Sarah Glenn/Getty Images)
Kyle Busch, driver of the #18 M&M`s Toyota, leads the field past the green flag to start the NASCAR Sprint Cup Series MyAFibStory.com 400 at Chicagoland Speedway on September 14, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kevin Harvick, driver of the #5 Jimmy John`s Chevrolet, celebrates with his son, Keelan, in victory lane after winning the NASCAR Nationwide Series Jimmy John`s Freaky Fast 300 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Nick Laham/Getty Images)
Johnny Sauter, driver of the #98 Nextant/Curb Records Toyota, leads the field through the green flag to start the NASCAR Camping World Truck Series Lucas Oil 225 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kyle Busch, driver of the #51 Dollar General Toyota, crosses the finishline to win the NASCAR Camping World Truck Series Lucas Oil 225 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kyle Busch, driver of the #51 Dollar General Toyota, celebrates with a burnout after winning the NASCAR Camping World Truck Series Lucas Oil 225 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kevin Harvick, driver of the #5 Jimmy John`s Chevrolet, celebrates with a burnout after winning the NASCAR Nationwide Series Jimmy John`s Freaky Fast 300 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Matt Sullivan/NASCAR via Getty Images)
Kevin Harvick, driver of the #5 Jimmy John`s Chevrolet, takes the chequered flag to win the NASCAR Nationwide Series Jimmy John`s Freaky Fast 300 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kevin Harvick, driver of the #5 Jimmy John`s Chevrolet, celebrates in victory lane after winning the NASCAR Nationwide Series Jimmy John`s Freaky Fast 300 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Nick Laham/Getty Images)
Brian Scott, driver of the #2 Shore Lodge Chevrolet, leads thre field past the green flag to start during the NASCAR Nationwide Series Jimmy John`s Freaky Fast 300 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
The 16 drivers of the NASCAR Chase for the Sprint Cup are photographed at NASCAR Chase Media Day, September 11, 2014 in Chicago, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
The 16 drivers of the NASCAR Chase for the Sprint Cup are photographed at NASCAR Chase Media Day, September 11, 2014 in Chicago, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Darrell Wallace Jr., driver of the #54 ToyotaCare Toyota, sits on the grid under an umbrella prior to qualifying for the NASCAR Camping World Truck Series Lucas Oil 225 at Chicagoland Speedway on September 12, 2014 in Joliet, Illinois.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)

Start the conversation - Add your comment

Please login or register before adding your comments.

Although the administrators and moderators of this website will attempt to keep all objectionable comments off these pages, it is impossible for us to review all messages. All messages express the views of the poster, and neither Crash Media Group nor Crash.Net will be held responsible for the content of any message. We do not vouch for or warrant the accuracy, completeness or usefulness of any message, and are not responsible for the contents of any message. If you find a message objectionable, please contact us and inform us of the problem or use the [report] function next to the offending post. Any message that does not conform with the policy of this service can be edited or removed with immediate effect.




© 1999 - 2014 Crash Media Group

The total or partial reproduction of text, photographs or illustrations is not permitted in any form.