NASCAR sees growth in in­vest­ment from FOR­TUNE 100 com­pa­nies

Cecil Whig - - SPORTS - Staff RE­PORT

NASCAR Wire Ser­vice

The list of blue-chip brands in­volved in NASCAR con­tin­ues to grow.

Ac­cord­ing to a re­cent in­ter­nal anal­y­sis, the num­ber of FOR­TUNE 100 com­pa­nies in­vest­ing in NASCAR has in­creased five per­cent year-over-year. Also, the num­ber of FOR­TUNE 500 com­pa­nies in­vest­ing in the sport has ei­ther grown or sus­tained yearover-year since 2012. Over­all, more than one-in-four FOR­TUNE 500 com­pa­nies in­te­grate NASCAR into their mar­ket­ing strate­gies.

A char­ter agree­ment with race teams, five-year track sanc­tion­ing deals, and a bevy of new or re­newed long-term part­ner­ships have contributed to NASCAR’s busi­ness growth over the last sev­eral years. FOR­TUNE 500 com­pa­nies Auto-Own­ers In­surance, Stan­ley DeWalt, Fas­te­nal, O’Reilly Auto Parts and Ax­alta have all re­newed with or en­tered the sport this sea­son, high­light­ing the mo­men­tum across the in­dus­try.

Repu­com’s Spon­sorLink sur­vey shows NASCAR sur­passes all other sports prop­er­ties in fan spon­sor con­sid­er­a­tion. Seven out of 10 NASCAR fans are loyal to a spon­sor’s brand when it sup­ports the sport, and three out of four NASCAR fans would con­sider a spon­sor’s brand.

While be­ing a FOR­TUNE 500 com­pany is the gold stan­dard of suc­cess for pub­licly-traded com­pa­nies in the United States, there are sev­eral global cor­po­ra­tions in­volved in NASCAR that weren’t in­cluded in the anal­y­sis be­cause they do not meet FOR­TUNE’s cri­te­ria. A num­ber of blue-chip brands sig­nif­i­cantly in­volved in the sport did not qual­ify, in­clud­ing: Mars, MillerCoors, Shell and Toy­ota.

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