How NASCAR's Sponsorship Ecosystem Is Evolving With The Times [Forbes]
Lowe's Companies, Inc. (LOW)
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Source: Forbes
Xfinity 500 on October 30, 2022 at Martinsville Speedway in Martinsville, VA. (Photo by Jeff Robinson/Icon Sportswire via Getty Images) NASCAR's traditional sponsorship model normally involves a company writing a large check to a race team, or the sanctioning body. This gives the company the right to promote their product or service through car paint schemes, logo placements on driver's fire suits, at-track activations, and the like. The company might provide product samples to teams and fans at the track, but the primary driver of the sponsorship is the marketing and exposure opportunities the sport offers. Teams in turn use the sponsorship money to pay operating expenses, and find ways to make their car faster, and win more races. Almost a decade ago, however, this traditional sponsorship model began to evolve. Microsoft MSFT became an “Official Technology Partner” of NASCAR, and it wasn't long before teams in the garage could be seen using Microsoft products such as the MS Su
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