According to a snippet I came across at Sports Business Journal:
ESPN Sports Poll data collected from 2001 to this year shows that DuPont is normally among the top 10 sponsors named when NASCAR fans are asked to name three sponsors.
And in another article over on Sports Business Journal, they note how Dupont has been with Jeff Gordon for 15 years!! Wow.. Time flies, doesn't it?
The article noted:
"Hospitality and entertainment are at the core of DuPont’s sponsorship, which has been revered as a model for business-to-business activation in NASCAR for most of the 15 years it has been the primary sponsor on Jeff Gordon’s No. 24 car. The relationship with Gordon through Hendrick Motorsports is the longest active sponsor-driver-owner partnership in NASCAR.
There are indications that DuPont, a chemical giant with 62,000 employees and $27 billion in annual sales, will continue using NASCAR as its most visible platform in the U.S. (a Formula One associate deal is its only other sports sponsorship).
The cost of DuPont’s sponsorship hasn’t been disclosed, but most high-end sponsorships approach $20 million a year. DuPont’s price is set through 2010, Anderson said, so it won’t be affected by Hendrick’s recent signing of Dale Earnhardt Jr.
Because the sponsorship is primarily business-to-business, Gordon, one of the most recognizable drivers in the sport, does relatively few commercials for DuPont, nor does the company do any on-site mobile marketing, a staple of activation for many of the consumer-based brands in NASCAR.
“Much of our return is measured in soft dollars, everything from employee morale and efficiency to the feeling that they’re working for a winning company,” Deas said. “We’ve worked to broaden this sponsorship beyond just the paint business and we have a ton of room for improvement.” "
You can read the entire article, (while it's there) at sportsbusinessjournal.com
ESPN Sports Poll data collected from 2001 to this year shows that DuPont is normally among the top 10 sponsors named when NASCAR fans are asked to name three sponsors.
And in another article over on Sports Business Journal, they note how Dupont has been with Jeff Gordon for 15 years!! Wow.. Time flies, doesn't it?
The article noted:
"Hospitality and entertainment are at the core of DuPont’s sponsorship, which has been revered as a model for business-to-business activation in NASCAR for most of the 15 years it has been the primary sponsor on Jeff Gordon’s No. 24 car. The relationship with Gordon through Hendrick Motorsports is the longest active sponsor-driver-owner partnership in NASCAR.
There are indications that DuPont, a chemical giant with 62,000 employees and $27 billion in annual sales, will continue using NASCAR as its most visible platform in the U.S. (a Formula One associate deal is its only other sports sponsorship).
The cost of DuPont’s sponsorship hasn’t been disclosed, but most high-end sponsorships approach $20 million a year. DuPont’s price is set through 2010, Anderson said, so it won’t be affected by Hendrick’s recent signing of Dale Earnhardt Jr.
Because the sponsorship is primarily business-to-business, Gordon, one of the most recognizable drivers in the sport, does relatively few commercials for DuPont, nor does the company do any on-site mobile marketing, a staple of activation for many of the consumer-based brands in NASCAR.
“Much of our return is measured in soft dollars, everything from employee morale and efficiency to the feeling that they’re working for a winning company,” Deas said. “We’ve worked to broaden this sponsorship beyond just the paint business and we have a ton of room for improvement.” "
You can read the entire article, (while it's there) at sportsbusinessjournal.com
No comments:
Post a Comment
Sorry, but I need to moderate to keep my spammer fans out of the comment zone....