Durica Racing, IMCA modifieds #39 & 49 from Las Vegas, NV

Sponsorship 101

So, you have watched the races and wondered, "how much does it cost to sponsor one of those racecars?" Well here is the answer to that question.

More Sponsorship Information

For More information on how we here at Durica racing can help you and your company with your marketing efforts Contact Rick 

Email me for information other sponsorship opportunities on the Durica racing cars

Here is some information from Nascar.com

The cost and value of team sponsorships

May 20, 2004
4:05 PM EDT (2005 GMT)

While owners in the NASCAR garage typically won't divulge the specific dollar figures involved, it's been reported that Nextel Cup teams get between $10 million to $20 million from sponsors for the primary spots on their cars.

Richard Childress, who fields cars in all three of NASCAR's national series, has stated that even beyond primary sponsorship, some associates may put up $500,000 to $1 million for secondary spots on the car.

"Putting your name on the car is a part of the deal, but how you activate the program and how you get the sponsor to stay involved -- promotions, sweepstakes, hospitality -- there's so many ways that even an associate sponsor can get their dollar value," Childress said.

Roush Racing president Geoff Smith calls his sponsorship packages a "platform of rights."

"This isn't just about paying $10 million to put your logo on the hood of a car," said Smith. "You have to realize that this goes beyond just the car -- it includes uniforms, transporters and the rights to use the drivers for company marketing purposes."

According to Smith, in today's sponsorship environment it is all about the packaging.

For example, a $10 million-sized primary sponsorship of a team may only include the upper hood area, the quarter panels, part of the TV panel, and some of the B-post and deck lid.

In that scenario, Smith said a smaller package for an associate sponsor could potentially be constructed for $2 million to $6 million. This package might include the lower part of the hood, the rest of the B-post and panels, and perhaps the primary sponsorship of the car for a handful of races.

  Sponsoring a team gets you more than just a car
Sponsoring a team gets you more than just a car

And what about the total package? A $15 million-ish deal?

"You have bought the car," stated Smith.

In a primary sponsorship package of that size, Smith said a typical team will give the sponsor all of the hood, all of the quarter panels, the signage below the quarter panels, the entire TV panel, and most of the B-post and C-post.

Beyond that, the sponsor also would receive the rights to use the driver's image (and time for appearances), and they get to choose the colors for the paint scheme and team uniforms.

To put sponsorship costs into perspective, back to the early 1960s, Fred Lorenzen, who was one of the first drivers to stumble upon the idea of signing up a car sponsor, brokered a package with a Fayetteville, N.C., Ford dealer, to pay $6,000 for the 29-race season (about $200 a race).

By the late 1980s, Junior Johnson estimated he needed around $3 million in sponsorship dollars to break even over a 30-race season (about $100,000 a race).

When UPS announced its primary sponsorship of the Robert Yates No. 88 team driven by Dale Jarrett in November of 2000, it was estimated that the deal was in the range of $15 million a year. That would breakdown to around $400,000 per race.


The primary Sponsor for a Sprint Cup cup car  is said to be between 12 and 20 million dollar range

Now, perhaps you would prefer not to spend $250,000.00 on a small decal on a Winston cup car. We at Durica racing can provide you with much larger spot on our racecars

Back to the home page