Posts Tagged “NASCAR”

Jim Andrews May 23

Perspective on IEG Consulting’s Work With Roush Fenway

One of the tricky things about posting to a corporate blog such as IEG’s is that you don’t want to hijack this—or any other social media—and use it as a platform to promote what the company does. This is a forum for sharing ideas, insights, and observations that people interested in sponsorship will find useful.  more

evaluation IEG motorsports NASCAR servicing sponsorship measurement sponsorship ROI trends agency

Jim Andrews Sep 28

Cast Your Vote For Sponsorship

The new NASCAR Hall of Fame is including fan votes as part of its process for selecting the next class of inductees for 2011. This is of interest to sponsorship professionals not because there is a corporate partner attached to the effort (there isn’t) but because one of the nominees is a sports marketing pioneer, Reynolds Tobacco’s T. Wayne Robertson.  more

NASCAR motorsports

Diane Knoepke Jul 20

Stress-Testing Your Sponsorship: Are You Advancing a Movement or Marketing in Circles?

The “movement” is the thing for sponsorship heavy-hitters these days. Moving people to action—causing measurable behavior change—is the highly evolved, holy grail of return on sponsorship measurement. But instead of just counting coupons redeemed or pages “liked,” sponsors and properties are building real relationships, tracking long-term behaviors, and making changes in their businesses using the audiences, information and people-power they gather.  more

digital media how to get sponsorship NASCAR nonprofit sponsorship ROI sports cause marketing

Jim Andrews May 17

Interesting Developments At Major Sponsors

(This blog post originally appeared as an opinion column in IEG Sponsorship Report on April 19, 2010.) In recent private conversations with a number of key sponsorship professionals, I picked up the following tidbits that I thought were worth sharing:  more

beverage motorsports NASCAR retail social media soft drink trends activation

Jim Andrews Apr 27

Half A Million On A Web Site To Sell Sponsorship?

The folks that run the business side of Roush Fenway Racing have built a great organization and have done some very smart and innovative things when it comes to sponsorship. But if the stories out of Concord, N.C. are accurate, I have to question the team’s latest move. In short, news accounts say the team is spending close to $500,000 on redesigning its Web site, with the intention of using the site as a way to attract more corporate marketing dollars through sales videos, upgraded case studies and display of available inventory.  more

motorsports NASCAR prospecting selling trends how to get sponsorship

Vinu Joseph Mar 9

Are NASCAR Feuds Good For Sponsorship?

After watching this crash by NASCAR driver Brad Keselowski during the NASCAR Sprint Cup Kobalt 500, you might be left thinking the same thing I did: “Wow, his sponsor must love all that additional exposure.” Actually, I was wondering how incidents like this one square with the sport’s efforts to maintain its fan base and, of course, attract sponsors.  more

NASCAR pro sports activation

Carrie Urban Kapraun Feb 18

Will Other Online Companies Follow in the Sponsorship Footsteps of AOL and

An AOL press release from earlier this week about AOL’s sponsorship of Mercedes-Benz Fashion Week spurred a thought. I wanted to better understand what online companies such as AOL, Google and YouTube are sponsoring and why online companies aren’t more active in sponsorship.  more

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Jim Andrews Feb 18

Shout Out To Long-term Sponsorships

If you have checked out’s News section you may have read the February 17 release from the Quick Chek New Jersey Festival of Ballooning announcing a renewal of the title sponsorship that began in 1993.  more

festivals motorsports NASCAR sports events

Diane Knoepke Feb 10

Should Toyota and Cardiac Science Product Recalls Have Any Impact on Their Sponsorships?

Usually when we’re talking about recall and sponsorship in the same conversation, it’s a discussion of figuring out whether audience members had a positive recall (aided or unaided) of a given property's sponsors as measured by a survey. Today, however, we’re talking about product recalls and what should be done by (and for) properties that have the manufacturers—if not the product brands themselves—as sponsors?  more

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