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Non-Tech : The Children's Beverage Group (TCBG)
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To: Jaste who wrote (768)7/11/1998 1:38:00 AM
From: RJC2006  Read Replies (2) of 2452
 
<<<Just a note to J. about his opinion on sponsoring a race car being "useless".>>>

It's simple. They know nothing about 1) Racing 2) Advertising 3) The geographical strong points of the companies carrying the product versus the racing fan base of those that live in the areas of concentration for those companies.

I mean how anyone could say sponsoring a race car is useless is either asleep at the wheel or brain dead. Has anyone ever heard of "The Winston Cup"? Any respectable advertising exec will tell you that it doesn't matter so much how you get a name out there but that you do for the best price. Racing actually enables an advertiser one of the best vehicles for advertising in the sporting world. Why are companies buying naming rights to arenas and stadiums? Simple. Because if the teams that play in those stadiums win the World Series then television exposure multiplies immensely. What many don't seem to understand is that if you paid a million dollars to get your name on a car it would be a bargain compared to buying actual commercial time. Just add up the amount of time that one sees a sponsor's name on a car during a race and multiply that by the amount of money it takes to offer a 30 second commercial. For Indy I wouldn't be surprised that it would be more than a couple of hundred thousand dollars a commercial. Once you pony up your dough for let's say a year's sponsorship you get any and all exposure that comes with that sponsorship. Not to mention that having your name on a car will amost guarantee a captive audience. It's during the race that people are glued to their TV's. Actually I can't believe that this even has to be explained but some just don't seem to get it.
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