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DATE News (chronologically)
02/22/11
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Businesses line up to sponsor Las Vegas' NASCAR race
From race cars painted with brand logos to drivers' suits smothered with sponsor patches, NASCAR fans are bombarded with an advertising blitz whether they're at the track or watching on television.

There's no avoiding it, not that it bothers them. NASCAR's estimated 50 million fans have been pegged as the most loyal of all sports customers, three times more likely to buy a product associated with their favorite driver.

When they need laundry detergent, they're going to buy Tide. Darrell Waltrip and Ricky Rudd drove that car.

That's why corporate sponsors continue to embrace motorsports even in this day of scaled-down advertising and marketing budgets.

For the first time in more than 10 years, the Las Vegas Motor Speedway has locked in sponsors for all three days of NASCAR Weekend, March 4-6. Last year's event contributed an economic impact of $165.8 million to the local economy, Las Vegas Convention and Visitors Authority data show, a 7.4 percent increase in economic impact over the 2009 event.

Lowe's Kobalt Tools brand is sponsoring the 400-mile Sprint Cup race. Sam's Town committed to the Nationwide race (formerly the Busch series) for the 14th consecutive year. And the Stratosphere jumped on board for qualifying day. More at Las Vegas Review Journal

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