Behind The Scenes Of A Successful NASCAR Race Entitlement Sponsorship [Forbes]
Advance Auto Parts Inc. (AAP)
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Source: Forbes
There is a lot more involved in a successful NASCAR race entitlement sponsorship than writing a check to put a company's name and logo on the race. It's far more than having the sponsor's identity mentioned in connection to the race, the telecast or the radio broadcast. There are multi-faceted layers of business ranging from the business-to-business model to the business-to-consumer relationship. These levels are just as important and created to benefit both the venue, the race and the sponsorship. A successful race sponsorship helps promote the race and drive interest in the NASCAR weekend. The track promoter helps it sells more tickets to create a bigger crowd. The sponsor uses it as a platform for activation, which can include personal appearances away from the track by that sponsor's driver. There is also the entertainment aspect, as the race sponsor brings in key customers and other business associates into the suites to foster goodwill and help create more business oppo
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