Potential Sponsors Miss Out on Over $6MM in Media Exposure A naming rights sponsor for the 2010 Brickyard 400 would have lapped everyone in the race. The event was broadcasted Sunday, July 25 on ESPN-TV. A potential naming rights sponsor would have received over 6 minutes of broadcast exposure, and 38 verbal mentions missing out on over $6,200,000 in media exposure, during ESPN’s broadcast, according to industry leaders in sponsorship evaluation Front Row Analytics.
Front Row Analytics is the evaluation division of Front Row Marketing Services (frontrow-marketing.com), an industry leader in commercial rights sales and a subsidiary of the Philadelphia, PA based sport and entertainment firm, Comcast-Spectacor.
The Brickyard 400 is one of the most prestigious races in the NASCAR Sprint Cup Series for stock cars. It has taken place annually since 1994 and was the first race for vehicles other than open-wheel cars on the famous Indianapolis Motor Speedway oval. The race covers 400 miles, 160 laps on the famous 2.5-mile oval. It attracts among the largest crowds of any Sprint Cup Series event.
“Being a sponsor for such an anticipated event for racing fans brings with it great brand awareness and a heightened level of exposure,” said Eric Smallwood, VP of Project Management for Front Row Marketing Services. “The Brickyard 400 draws a large audience that is valuable to any company looking for extensive exposure.”
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