September 17, 2002

Today’s column is brought to you by … the letters N-A-S-C-A and R. Thirty-one of this year’s Winston Cup races are sponsored. Named for a sandwich shop, an automotive make (or two), a carbonated soda (or two), a credit card company, and a brand of popcorn – just to name a few.

During any given race broadcast, we experience sponsored pre- and post-race reports and sponsor-named pit reports throughout the duration of the event. Even the graphics, the scale model car, and the pre-race “lap around the track” are backed one company or another – not to mention the in-car cameras. So, race fans, what’s next?

It is true that sponsors make the sport possible. Having that “DuPont” or “Budweiser” on the hood helps Jeff Gordon and Dale Earnhardt Jr., respectively, cover the hefty price tag of racing on today’s Winston Cup circuit. Without these companies involvement, we’d see more teams fold, an experience we’ve seen a few teams suffer this year with circumstances such as the Kmart bankruptcy.

But for a sport where sponsorship meant its very livelihood just ten or twenty years ago, are we now beginning to pay the price – literally and figuratively – for NASCAR’s growth? The popularity of the sport has undoubtedly attracted new sponsors who want in on the action, with the driver- and brand-loyal race fans.

Just a handful of years ago when sponsorship deals were signed for a reported $10 million to $12 million a year, gasps were heard at the then absurdly high price tags. Now, we’ve seen the unexpected – sponsors buying into race teams. Valvoline is now part-owner of the #10 car. Hooters is rumored to be looking at a similar relationship with Brett Bodine for next year.

While these arrangements are obviously in the best interest of the sponsors, the long-term impact on the sport is yet to be known. By allowing companies to establish themselves as owners of a race team, you might think that the opportunity to attract new sponsors might be lost. When all 43 cars are known as Insert-Original-Team-Owner-and-the-Sponsor-Who-Now-Owns-Fifty-Percent, what opportunity will there be for new companies to enter into the NASCAR?

No worries, race fans! NASCAR, I’m sure has already thought of this. Bring on the race fan offerings. We’ll get ‘em that way!

We’ve all heard the grumbling from our fellow race fans this year about having to paying for certain features. “Don’t even get me started on NASCAR.com,” my friend said in weary exhaustion over the topic of the newfound voracity that has overtaken our sport. As NASCAR trotted out new racing sponsors … err, products … race fans paid the price.

While it is true that NASCAR, in recent years, has brought unique offerings to the fan that were previously unavailable – including listening in on radio chatter via RaceCast on Real and the NASCAR In Car on iNDemand. The average race fan, through these features, now has the opportunity to virtually sit in the race car and can hear nearly every word uttered by drivers, crew members, and spotters alike. It’s a whole new fan event. But look beyond the gloss and glitter of this voyeuristic experience, and you’ll find another opportunity for NASCAR to bring in new companies to the sport – new sponsors!

OK, so they’ve got us with sponsored races, pre-race shows, post-race shows, pit reports, graphics, pre-race laps, model cars during the broadcast, in-car cameras, sponsor-owned teams, online scanner feeds, in-car television packages … what could possibly be next?

Fans, let me show you the way your seat. It’s that way through the gate formerly known as Petty, now known as Krispy Kreme. You’ll need to take the Starbucks stairs up three flights to the McDonald’s section, and you’re in the McFlurry row, Big Mac seat.

Oh, and if you want to get your homemade sign on TV, all you have to do is pay this small broadcast surcharge, and we’ll be happy to include you in the Slim Jim ‘Round the Track Race Report.

Laugh all you want. We’ll see you at the MBNA All-American Heroes 400 brought to you by ... S-P-O-N-S-O-R-S.

You can send feedback to L.M. Burke at: Insider Racing News

Seriously Sunday

---

The thoughts and ideas expressed by this writer or any other writer on Insider Racing News, are not necessarily the views of the staff and/or management of IRN. Although we may not always agree with what is said, we do feel it's our duty to give a voice to those who have something relevant to say about the sport of auto racing.

---

Finding cures for children with catastophic
illnesses through research and teatment

St. Jude Children's Research Hospital

---

Music City Motorsports Free Shipping On Orders Of $50.00 or more

return to top

---

---

---

---