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How much to sponsor a NASCAR: All the facts and details explained
Helix Odhiambo
updated at November 5, 2023 at 6:38 PM
NASCAR is the largest racing organisation in the United States. It is also the second most popular car racing sport after Formula One. NASCAR has nearly 36 races annually, organised in different towns and cities. The competition has attracted top companies which pump millions to market their brands in the races. This article reveals how much to sponsor a NASCAR race and some top investors.
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NASCAR attracts millions of viewers who follow as drivers compete for glory with roaring engines on tracks. Investing in the organisation offers far-reaching visibility and unparalleled brand recognition opportunities. The racing teams also rely on sponsors for revenue and maintaining the cars. Luckily, NASCAR allows participants to have multiple financiers to meet their operational needs.
How much to sponsor a NASCAR team
Sponsoring a NASCAR team requires millions because of the high cost of car trucks, spare parts and wages of the support team. A mid-level racing team comprises about 100 people, including skilled mechanics, drivers, pit crews, the PR team, legal staff, and secretaries.
How much does it take to be a NASCAR sponsor?
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Sponsoring NASCAR is not as expensive as Formula One. There are different types of sponsorships depending on the need or financial strength of the financier. So, how much do you need to sponsor a NASCAR car for one race? Here is a breakdown of some of the costs of NASCAR sponsorship in 2023.
Title Sponsorship
Title sponsorship is the most expensive since it offers the most exposure. It allows the integration of the financier's name into the event. You could pay between $5 million to $35 million annually to become a title sponsor.
Primary Sponsorship
The deal allows sponsors to display their logo on the car hood, rear quarter panel, TV panel, and team transport vehicles. It costs between $500k to $2 million per race.
Associate Sponsorship
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The option costs between $50k to $500k. It offers lesser exposure to the sponsor's brand, with logos appearing on the car/truck at a select location like the lower-rear quarter panels, B-pillars, C-pillars, rear deck lid, and at least 2 team garage hot passes per race.
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Partnership Deals
One can partner with a team for a race or two to have their brand name on the car or team gear. Partnership deals cost around $15k or more.
Product Sponsorship
The package allows companies to supply car or truck parts, equipment, or services to the team in return for branding opportunities. It is arguably the cheapest NASCAR sponsorship, costing between $10k to $100k.
Who is NASCAR's main sponsor?
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The organisation has over 50 partners in 2023, including Sunoco, Chevrolet, Toyota, Xfinity, Coca-Cola and NBC Sports. So, what sponsor pays the most in NASCAR?
American petroleum brand Sunoco is reportedly the highest spender in the competition, pumping around $26.25 million annually. Sunoco has been the official fuel supplier of NASCAR since 2004. The company has fueled NASCAR's three national racing series, the Cup Series, XFINITY Series, and the Camping World Truck Series.
Sunoco has fueled over 15.5 million miles of the competition and over 1,300 victories. Here is a list of other popular and official partners for NASCAR:
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Partnership | Company |
Premier Partners | Busch, Coca-Cola, Geico, Xfinity |
Series Entitlement Partners | Craftsman, Xfinity |
Green Partner | Elgins |
Performance Partners | Cosmetics |
Fuel Partner | Sunoco |
Other Official Partners | Goodyear, Mobil 1, NBC Sports, Chevrolet, Toyota, GEICO, Comcast, Ally, AMR, Cabo, Fanatics, Seat Geek, Verizon, Whelen, Worldwide Express, United Rentals, Pitboss, Monster Energy, Credit One Bank, American Express, Net Jets |
How much does M&M pay to sponsor NASCAR?
Mars Inc., popularly known as M&M, ended its 30-year sponsorship of NASCAR at the end of the 2022 season. The company linked up with Kyle Busch of Joe Gibbs Racing in 2008. According to sources, M&M signed a contract extension with Joe Gibbs in 2019 worth $20 million annually.
How much to sponsor a NASCAR race car
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The cost of supporting a NASCAR car or driver in one race depends on the series or circuit. Here is a breakdown of what it costs to sponsor a race in its three divisions.
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How much to sponsor a NASCAR Truck Series
The Truck Series is the third-ranked division in NASCAR after the Xfinity and Cup Series. Sponsoring a race in the division costs around $400 for supporting sponsorship. The amount will help offset minor costs like travel expenses, tires, meals, and basic logistics.
The cost for associate sponsorship ranges between $1,500 to $8,000, depending on the team's rank, while in primary sponsorship, it ranges between $10,000 to $100,000.
How much to sponsor a NASCAR for one race in Xfinity Series
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Xfinity Series is the second-ranked division in the organisation. Sponsors pay around $500 per race in supporting sponsorship. The cost of associate sponsorship ranges between $2,000 to $10,000, while the primary package ranges between $12,000 to $150,000.
How much to sponsor a NASCAR Cup Car
The Cup Series is the most competitive division and most expensive to sponsor. Supporting membership sponsors pay around $900 per race in the series. Associate sponsorship costs between $4,000 to $20,000, while primary sponsorship ranges between $30,000 to $300,000.
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Grassroots NASCAR sponsorship
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Some smaller companies or local businesses consider sponsoring the lower levels of NASCAR, like the ARCA, KART, or junior-level racing, because they are relatively cheaper. Less competitive truck sponsorships cost from $1000 to $4000.
ARCA logo placements, excluding national sponsorship, cost around $150 to $500, depending on the placing position and the team's success. The sponsorship costs in Bandolero and Legend Racing are relatively less than ARCA.
The 'Bell lap'
In conclusion, knowing how much to sponsor a NASCAR race will help you understand the finances behind the world's second-most watched car racing sport. Teams in the organisation need more than one sponsor to meet their operation costs. Some have collapsed due to inadequate capital and lack of resources.
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