Anatomy of a NASCAR Sponsorship

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Your Definitive Guide to the Modern NASCAR Sponsorship Landscape

This resource is the most comprehensive guide to NASCAR sponsorship that you can find anywhere online, for free. While certainly not all-inclusive, it will help you make sense of the modern NASCAR sponsorship landscape.

Among the highlights:

  • An overview of the fan base, and the demographics that drive all NASCAR sponsorships.
  • How to get started on your sponsorship journey by reviewing the five entry points for a NASCAR sponsorship, and the approximate costs associated with each.
  • Highlights of some of the typical benefits of an investment in NASCAR sponsorship.
  • Unlocking the value of the rich B2B connectivity within the sport.
  • Guidance on how to bring your sponsorship to life through activation.
  • Thoughts on how to define, and ultimately measure, the success of an investment in NASCAR sponsorship.

Why We Created This Guide

Sponsorship is a key to the success of most professional sports. However, it almost goes without saying that sponsorship is more important in NASCAR than in almost any other sport because sponsorship dollars are the primary source of revenue that keeps the sport running.

Further, it has often been said that – within motorsports circles – the competition for sponsorship dollars is more competitive than the actual racing itself. The racing industry is not special, in that respect. The modern business marketplace is more competitive than ever – across all sectors.

We appreciate the challenges of the current sponsorship environment. The way fans engage with the sport has changed, the way that sponsors engage with the sport has changed... heck, the sport itself has changed rather significantly in recent years.

That is the primary reason we created this guide. The sponsorship landscape can be a complicated one to navigate, and we believe it is our responsibility (at least, partly) to help guide those interested through the process. In short, our goal is to:

  • Provide a resource for potential sponsors while also providing value to those looking to further understand how a NASCAR sponsorship works
  • Offer independent, third-party points of view on critical areas of sponsorships, including activation, and measurement
  • Provide a roadmap for those attempting to navigate the sponsorship landscape
  • Educate. Educate. Educate. Resources like this can help all sponsorships, and our belief is that this resource can be useful in confirming – or dispelling – any conventional wisdom or perception in the marketplace of what a NASCAR sponsorship is... or is not

This guide is certainly not all-inclusive. However, we do believe that we’ve put together the most comprehensive guide to a NASCAR sponsorship that you can find anywhere online, for free. If you have any questions, or feedback, on this guide we would love to hear from you. You can connect with the team on social media and contact us that way, or you can reach out to me directly at:

The Power of NASCAR

NASCAR is one of the most popular sports in the United States. A sport whose diverse audience measures up favorably against all of the other major U.S. sports, and has the potential to deliver serious value for those companies with target customer demographics that overlap with those of NASCAR. The NASCAR fan is the driving force behind the power of NASCAR. More about the demographics that drive NASCAR sponsorship ...

NASCAR Sponsorship

The mainstream perception of a NASCAR sponsorship, is that of a branded car racing 200 mph around a track with a driver in a branded fire suit. While they are not wrong - this is the most obvious sponsorship tactic, after all - it is not the ONLY way in which potential sponsors can enter the sport through sponsorship. More about the various ways a company can engage in a NASCAR sponsorship ...

Business-to-Business (B2B)

If there’s one thing that is a differentiator from the business of NASCAR to other sports, it is the long history of business-to-business interaction. NASCAR certainly isn’t the only sport where this happens, but B2B is a big part of NASCAR’s heritage and a big part of how the sport functions today. More about the value of B2B in NASCAR ...


There is no sponsorship opportunity known to man that is good enough to stand alone and deliver ROI needed to justify the expense. You can’t sponsor a team – or any entity, really – and wait for the dollars to flow in. In today’s competitive business environment, where every marketing spend must be justified with some measure on return, a meaningful activation strategy has to be part of the sponsorship equation. More about the importance of activating a NASCAR sponsorship ...


Every sponsorship has a unique marketing goal, and therefore success is defined differently. While there are standard practices to measure sponsorship success, such as awareness tracking or brand perception assessments, sponsorship research should be customized to each brand-property relationship. More about measuring the impact of NASCAR sponsorship ...

About Leavine Family Racing

Since our inception, Leavine Family Racing has been committed to growing into a contender in the NASCAR Premier Series garage, as seen by its move from part-time to full-time competition. When you take into consideration the three points of the sponsorship triangle (i.e., property, agency, brand/sponsor), LFR has upwards of 75+ years of combined experience in the professional sports sponsorship landscape. More about the LFR NASCAR race team, and how we can help you on your sponsorship journey ...