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NASCAR – Corporate Sponsors spend Millions for Logo on Race Cars

April 27th, 2006

NASCAR – Corporate Sponsors spend Millions for Logo on Race Cars


NASCAR is big business, with a huge fan base.  Corporate sponsors spend on average between $15-20 million annually to paint their logo on the race cars.  The problem with this is that the cars zip around the speedway at 200 mph and may be difficult for their logos to be seen, especially on television.

Paul Ostasiewski, a marketing professor at Wheeling Jesuit University in Wheeling, WV said, “A 200 mph billboard seems like a contradiction, yet that’s an important part of what NASCAR sells. A car’s paint scheme has to be designed so a major sponsor’s name can be easily read, particularly on television where it’s usually seen for a few seconds before cameras cut away to show another car. Television is where the greatest exposure is. It’s also where the biggest problems are.”


Not all race cars are painted as good as others.  He said that while the Interstate Batteries car has a bright green and distinct color scheme, you can’t read the logo on TV as it races by the cameras.  An example of a logo sponsorship that is optimized is the Budweiser car of Dale Earnhardt, Jr.  The car is unique yet you can read the logo while on television.

Teams should do better marketing for the sponsors by making their logo look better on television.  The driver and pit crew also should be part of the marketing aspect of the sponsors.  Ostasiewski also believes there is a wide range on how well teams uniforms tie in with their sponsors.  He said that Home Depot team of Tony Stewart does a great job of tying in the uniforms with the corporate sponsor.


“The Home Depot car has a bright orange and black paint scheme. The car’s graphics are also unique and easy to read. The orange carries through to the driver Tony Stewart’s uniform and that of the crew, all of which shows well on television. The scheme was so distinctive that when Tony Stewart graced the cover of Sports Illustrated, the background color of the photograph matched Stewart’s uniform. It was very effective.”

He recommends that all of the NASCAR cars could have better placement of the logo.  Instead of putting the logo on the top of the hood it would be better to place the logo closer to the front of the car because the television camera would be able to capture the logo better.

Ostasiewski also recommends that the small sponsors should get better representation.  NASCAR wants these logos displayed behind the front wheel, which are difficult to see.  He suggests placing the logos in a straight line across the rocker panel area.


Ostasiewski said, “Cars should be distinctive, but not necessarily unusual. They car should reflect the sponsors’ identity and image. Graphics should be easy to read on television as well as from the grandstands. The total package of car and team is also a plus.”

Ostasiewski lists which cars have the best representation for major sponsor compared to the others:

Car #20 Home Depot Driver: Tony Stewart.
Car #17 DeWalt Tools Driver: Matt Kenseth.
Car #8 Budweiser Driver: Dale Earnhardt, Jr.
Car #32 Tide Driver: Travis Kvapil.
Car #2 Miller Lite Beer Driver: Kurt Busch

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Nicole Wilson
Best Syndication

NASCAR Apparel at Amazon

Keywords and misspellings: nascar futbol futball race-car fan n.a.s.c.a.r marketing apperal


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