Are NASCAR Feuds Good For Sponsorship?
Posted: 3/9/2010 11:47:34 AM by
Vinu Joseph | with 2 comments
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 corporate sponsors.
The crash resulted from a retaliatory move by Carl Edwards, who already had a stormy history with Keselowski. This came after NASCAR’s pre-season announcement that it was going to lighten up regarding on-track sparring and driver demonstrations of “personality”.
Trading paint serves a useful purpose on the track, just as fights can in hockey. But more crashes just means more good drivers parked in the garage, more caution laps and more risk to on-site spectators. This doesn’t strike me as great entertainment for the fans or an effective platform for sponsors to promote around
Since “rubbin’ is racin’” seems at least indirectly intended to appeal to sponsors, I’d like to see sponsors take the lead in telling drivers to knock it off. A sponsor might even build an activation platform around fair play and handling disputes with words instead of violence.
If NASCAR can’t get the drivers to clean up their acts on the track, then maybe the sponsors can. If all else fails, build a wrestling ring in the infield and hold a battle royale after every race. I’m sure companies would be falling all over themselves to sponsor it.
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Filed under: NASCAR, pro sports, activation