AT&T still weighing options on marketing to NASCAR fans
Quote selected text Published September 2nd, 2008 in NASCAR News
AT&T won’t be able to sponsor the #31 Sprint Cup car of Jeff Burton next year, but that doesn’t mean it will be nowhere to be seen around NASCAR tracks. The company is still weighing its options on how to market to NASCAR fans without having its logos on a car.
“Obviously having to step away from the Cup Series, we’ve been approached by every other racing circuit out there – teams, drivers, racing leagues,” said Tim McGhee, AT&T director of national sponsorships. “We’re evaluating all of our opportunities right now.” AT&T has spent significant money on advertising as well as sponsoring segments on the Sprint Cup telecasts.
“We can’t do anything at the track, but we’re going through our 2009 media planning, and we did a significant media buy on Fox, TNT, ABC, ESPN [this year],” McGhee said. “I wouldn’t be surprised if we retained a presence on the broadcast because it does deliver a very desirable audience to us.”
- Elliott Considers Extending Limited Schedule in ‘07
- AT&T still considering logo options for this weekend
- Federal Judge rules that AT&T can puts its logo on the RCR #31
- Red Bull to Stay with Ferrari Engines in 2007
- Penske names VP of Marketing
Seems like the broadcast agreement works just as well or better as a car sponsorship deal… You get your name and message forced on anyone watching the race on TV, even if your driver isn’t doing well and not getting any airtime.
I don’t know about the money aspect of the TV deal, but I know sponsoring a top-tier team isn’t cheap by any means. Might work out better for them in the long run (money wise) not putting up the cash to sponsor Burton!
i still think its pathetic that nascar is driving devoted long term sponsors away from the sport especially in these economic times. maybe thats why havoline decided not to come back to nascar altogether.
Stretch NASCAR has been doing this since they signed their first entitlement contract with Winston way back when. It’s nothing new, it’s just magnified now because we haven’t really had to deal with it that much until these past couple years when NASCAR’s entitlement sponsors have been changing.