NASCAR speaker says sponsorship important but complex

Bob Duvall says multi-year sponsorship is best

From a small, family-owned business to an international phenomenon with hundreds of employees, NASCAR is an organization that knows the importance of relationships stated one top-level spokesperson July 26.

Speaking at the Chamber of Commerce luncheon at the Executive Royal Inn, Bob Duvall, senior director of business development who traveled to Canada from Indianapolis, Indiana to watch several entries in NASCAR’s Canadian edition, The Pinty’s Series, spoke to the chamber crowd about branding and marketing relationships.

Duvall, who began with NASCAR south of the border 20 years ago, noted that several large marketing partners had just parted with NASCAR when he came on board. He said the auto-racing giant saw what the NFL did with its marketing partners, particularly TV.

NASCAR saw how racetracks on its annual circuit developed and signed their own marketing deals, leaving it up to the tracks to get the best deal they could. However, NASCAR liked how the NFL did their TV deal: get everyone on board and sign one deal with a TV network, then split the revenue among all partners. So that’s what they did.

However, Duvall said branding and marketing deals can be extremely complex. For example, the tracks, vehicles and drivers are covered in sponsorship ads and some of the products are owned by competing brands that don’t want to be pictured together on television.

“So it is a very complex world,” said Duvall. On top of that he said some tracks develop exclusive deals for things like endorsement, food and oil.

Of course, the benefits of sponsorship is the cash received can offset the cost of running a racing team.

Duvall said he strongly feels promotion or endorsement deals should be multi-year, and that a plan be laid out for more than just the first year. Goals should be identified for year two, three and so on.

Stu.salkeld@pipestoneflyer.ca

Just Posted

Wetaskiwin RCMP check over 2,000 cars this summer

Wetaskiwin RCMP effect numerous arrests and seizures during Enhanced Enforcement shifts

Four African American men rob cell phone store in Leduc

Employee sustains minor injuries say Leduc RCMP

Ermineskin men learning trade through innovative program

Pre-Employment Supports introduces carpentry to eight Maskwacis men

Ponoka man facing almost 100 charges in relation to tip from public

Christian Singer, 32, facing dozens and dozens of charges

Ice cream day at train museum

The Alberta Central Railway Museum offered free ice cream Aug. 5. Photo by Stu Salkeld

Average Canadian family spends 43% of income on taxes: study

Fraser Institute’s consumer report shows taxes accounting for larger chunk of income each year

UPDATED: Cars plunge in Italian highway bridge collapse; 25 killed

Five more people are injured and in serious condition

Court hearing on Humboldt Broncos fundraising to test Saskatchewan law

The money has yet to be distributed because Saskatchewan has legislation known as the Informal Public Appeals Act

Fredericton police release scene of shooting spree, but ‘damage’ remains

Residents of a Fredericton apartment complex may not be able to return home just yet

Bus crash in Ecuador kills 23 people, injures 14

The bus hit another vehicle in an area known as dead man’s curve on Tuesday

Trump and Omarosa spar over claim he used N-word

Manigault Newman continues promoting her White House tell-all and releasing secret audio recordings

Man plows truck into Houses of Parliament in London

UK police treat Parliament crash as terrorism, man arrested

UPDATE: Bruce Redhead has been located

Red Deer RCMP thank the public for their assistance

Gun used in Fredericton killings is legal, man had licence

Police Chief Leanne Fitch said the long gun is commonly available for purchase, and is not a prohibited or restricted weapon

Most Read