Friday, November 16, 2012

Forbes Article Bodes Well For NASCAR Sponsors

An article in Forbes magazine this week sheds light on the inner workings of one of NASCAR’s most lucrative sponsorship and proves yet again that the old adage, “Win on Sunday, sell on Monday” still applies.

Forbes contributor Darren Heitner reported that Mars, Inc. -- sponsor of Kyle Busch’s No. 18 M&Ms Toyota at Joe Gibbs Racing -- receives a massive 4:1 return on its NASCAR sponsorship dollar. Market analysis shows that M&M’s is the fourth most recognized brand in NASCAR, and enjoys a whopping 72% brand loyalty over its competition.
According to Forbes, Mars North America’s NASCAR-generated sales are approximately equal to those surrounding the Christmas holiday.
Market research also revealed that NASCAR fans are extremely loyal to brands involved in the sport. A full up tMove do72% of consumers identifying themselves as NASCAR fans said they “almost always or frequently” choose brands affiliated with NASCAR over brands without a NASCAR tie-in; when the products are available at a similar price.
76% of respondents said they feel “somewhat more or much more positive” about Mars, Inc.’s involvement with NASCAR racing.  Asked how much the company’s NASCAR sponsorship influences them to purchase M&M’s over other brands of candy, 69% indicated “somewhat or a lot.”
William Clements, vice president of sponsorships and sports marketing for Mars, Inc., told Heitner, “NASCAR truly understands and leverages the different sponsors within their sport.”

You can read the entire Forbes article HERE.


  1. Dave, do you have a link to the Forbes story?

  2. Yes, right at the bottom of the story!

  3. The problem - the Forbes story ignores that the amount of money sponsors have to spend is driving them away in droves.