NASCAR is one of the most popular spectator sports in America. The Daytona International Speedway, which hosts a number of races each year, can hold over 140,000 people. With so many viewers watching at the track and millions more at home there is enormous demand for advertising, and large companies spend considerable amounts of money for coveted advertising spaces.
Companies spend hundreds of millions of dollars on NASCAR sponsorships every year. A primary sponsorship of a single vehicle over the 36 race Sprint Cup Series can cost tens of millions. Companies can also be an associate sponsor of a team for anywhere between $250,000 to $2 million.
Some drivers maintain the same sponsor for years, while others change sponsors several times a season. To determine which companies control the primary sponsorships of NASCAR teams — 24/7 Wall St. reviewed data from the most recent NASCAR’s 2016 Sprint Cup Series event, The Crown Royal 400 at the Brickyard. At the event, 38 sponsors were featured on the hoods of driver cars, which is the highest quality advertising space available.
Click here to see the 38 major brands sponsoring NASCAR drivers.
The exposure a sponsor receives — and therefore the value the company gets in return — depend on many factors. One of the most important is the driver’s ranking, which greatly increases brand exposure. This ranking is based on points earned from placement in races. Jimmy John’s is the primary sponsor of Kevin Harvick, the driver with the most total points so far in the 2016 Sprint Cup Series.
One of the most premium sponsorships in all of NASCAR is the entitlement sponsor for an entire series of races. 2016 will be the last year Sprint will hold the title of the Sprint Cup Series. Nextel originally signed the agreement in 2004 before being purchased by Sprint which took over the sponsorship. Sprint announced in 2014 it would not extend the partnership as it was in the midst of a massive restructuring at the time. A replacement for the entitlement sponsorship has yet to be announced.
To identify the companies that control the primary sponsorships of NASCAR Sprint Cup Series drivers, 24/7 Wall St. reviewed data from the 2016 Sprint Cup Series, as well as the most recent race as of the publication of this article, The Crown Royal 400 at the Brickyard. The sponsors listed were those featured on the hoods of the 40 cars at the race. One company, ScienceLogic, was featured as the primary brand by two separate drivers. A separate driver did not have a sponsor featured on the hood of his vehicle. Data for the sponsors, drivers, teams, and cars were from NASCAR’s website. Point totals are also from NASCAR’s website and are the sum total of the Sprint Cup Series for the entire 2016 season through July 25, 2016.
38. Can-Am
> Most recent driver: Patrick Carpentier
> Points earned by Patrick Carpentier in 2016: 11
> Car #: 32 – Ford
> Team: Go Fas Racing
37. Axalta
> Most recent driver: Jeff Gordon
> Points earned by Jeff Gordon in 2016: 28
> Car #: 88 – Chevrolet
> Team: Hendrick Motorsports
36. All State Peterbilt
> Most recent driver: Michael Annett
> Points earned by Michael Annett in 2016: 186
> Car #: 46 – Chevrolet
> Team: Hscott Motorsports
35. ScienceLogic
> Most recent driver: Matt DiBenedetto/Ryan Ellis
> Points earned by Matt DiBenedetto / Ryan Ellis in 2016: 190/0
> Car #: 83 – Toyota/93 – Toyota
> Team: BK Racing
24/7 Wall St.
34. Speed Stick
> Most recent driver: Cole Whitt
> Points earned by Cole Whitt in 2016: 202
> Car #: 98 – Chevrolet
> Team: Premium Motorsports
33. Thrivent Financial
> Most recent driver: Michael McDowell
> Points earned by Michael McDowell in 2016: 214
> Car #: 95 – Ford
> Team: Leavine Family Racing
32. Medallion Bank
> Most recent driver: Brian Scott
> Points earned by Brian Scott in 2016: 234
> Car #: 44 – Ford
> Team: Richard Petty Motorsports
31. Nikko RC
> Most recent driver: Regan Smith
> Points earned by Regan Smith in 2016: 234
> Car #: 7 – Chevrolet
> Team: Tommy Baldwin Racing
30. Dockside Logistics
> Most recent driver: Chris Buescher
> Points earned by Chris Buescher in 2016: 237
> Car #: 34 – Ford
> Team: Front Row Motorsports
29. Brandeis Machinery
> Most recent driver: David Ragan
> Points earned by David Ragan in 2016: 278
> Car #: 23 – Toyota
> Team: BK Racing
28. Snap Fitness
> Most recent driver: Landon Cassill
> Points earned by Landon Cassill in 2016: 305
> Car #: 38 – Ford
> Team: Front Row Motorsports
27. GEICO
> Most recent driver: Casey Mears
> Points earned by Casey Mears in 2016: 310
> Car #: 13 – Chevrolet
> Team: Germain Racing
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26. Mobil 1
> Most recent driver: Tony Stewart
> Points earned by Tony Stewart in 2016: 317
> Car #: 14 – Chevrolet
> Team: Stewart-Haas Racing
25. Accudoc Solutions
> Most recent driver: Clint Bowyer
> Points earned by Clint Bowyer in 2016: 359
> Car #: 15 – Chevrolet
> Team: Hscott Motorsports
24. Smithfield Foods
> Most recent driver: Aric Almirola
> Points earned by Aric Almirola in 2016: 363
> Car #: 43 – Ford
> Team: Richard Petty Motorsports
23. Nature’s Bakery
> Most recent driver: Danica Patrick
> Points earned by Danica Patrick in 2016: 373
> Car #: 10 – Chevrolet
> Team: Stewart Haas Racing
22. Valvoline
> Most recent driver: Paul Menard
> Points earned by Paul Menard in 2016: 397
> Car #: 27 – Chevrolet
> Team: Richard Childress Racing
21. Performance Plus Motor Oil
> Most recent driver: Greg Biffle
> Points earned by Greg Biffle in 2016: 397
> Car #: 16 – Ford
> Team: Roush Fenway Racing
20. Kroger
> Most recent driver: A.J. Allmendinger
> Points earned by A.J. Allmendinger in 2016: 421
> Car #: 47 – Chevrolet
> Team: JTG Daugherty Racing
19. Sunny D
> Most recent driver: Ricky Stenhouse Jr.
> Points earned by Ricky Stenhouse Jr. in 2016: 449
> Car #: 17 – Ford
> Team: Roush Fenway Racing
18. Quick Lane Tire & Auto Center
> Most recent driver: Ryan Blaney
> Points earned by Ryan Blaney in 2016: 450
> Car #: 21 – Ford
> Team: Wood Brothers Racing
17. Advocare
> Most recent driver: Trevor Bayne
> Points earned by Trevor Bayne in 2016: 458
> Car #: 6 – Ford
> Team: Roush Fenway Racing
16. Farmers Insurance
> Most recent driver: Kasey Kahne
> Points earned by Kasey Kahne in 2016: 462
> Car #: 5 – Chevrolet
> Team: Hendrick Motorsports
15. Energizer
> Most recent driver: Kyle Larson
> Points earned by Kyle Larson in 2016: 472
> Car #: 42 – Chevrolet
> Team: Chip Ganassi Racing
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14. McDonald’s
> Most recent driver: Jamie McMurray
> Points earned by Jamie McMurray in 2016: 496
> Car #: 1 – Chevrolet
> Team: Chip Ganassi Racing
13. Grainger
> Most recent driver: Ryan Newman
> Points earned by Ryan Newman in 2016: 507
> Car #: 31 – Chevrolet
> Team: Richard Childress Racing
12. Dow
> Most recent driver: Austin Dillon
> Points earned by Austin Dillon in 2016: 520
> Car #: 3 – Chevrolet
> Team: Richard Childress Racing
11. NAPA Auto Parts
> Most recent driver: Chase Elliott
> Points earned by Chase Elliott in 2016: 525
> Car #: 24 – Chevrolet
> Team: Hendrick Motorsports
10. FedEx Express
> Most recent driver: Denny Hamlin
> Points earned by Denny Hamlin in 2016: 542
> Car #: 11 – Toyota
> Team: Joe Gibbs Racing
9. Dollar General
> Most recent driver: Matt Kenseth
> Points earned by Matt Kenseth in 2016: 545
> Car #: 20 – Toyota
> Team: Joe Gibbs Racing
8. Lowe’s
> Most recent driver: Jimmie Johnson
> Points earned by Jimmie Johnson in 2016: 552
> Car #: 48 – Chevrolet
> Team: Hendrick Motorsports
7. Auto-Owners Insurance
> Most recent driver: Martin Truex Jr.
> Points earned by Martin Truex Jr. in 2016: 573
> Car #: 78 – Toyota
> Team: Furniture Row Racing
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6. Stanley
> Most recent driver: Carl Edwards
> Points earned by Carl Edwards in 2016: 593
> Car #: 19 – Toyota
> Team: Joe Gibbs Racing
5. Skittles
> Most recent driver: Kyle Busch
> Points earned by Kyle Busch in 2016: 601
> Car #: 18 – Toyota
> Team: Joe Gibbs Racing
4. Shell-Pennzoil
> Most recent driver: Joey Logano
> Points earned by Joey Logano in 2016: 606
> Car #: 22 – Ford
> Team: Team Penske
3. Haas Automation
> Most recent driver: Kurt Busch
> Points earned by Kurt Busch in 2016: 627
> Car #: 41 – Chevrolet
> Team: Stewart-Haas Racing
2. Miller Lite
> Most recent driver: Brad Keselowski
> Points earned by Brad Keselowski in 2016: 647
> Car #: 2 – Ford
> Team: Team Penske
1. Jimmy John’s
> Most recent driver: Kevin Harvick
> Points earned by Kevin Harvick in 2016: 671
> Car #: 4 – Chevrolet
> Team: Stewart-Haas Racing
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