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Jessica's Pit Stop writes:
"The Success of Sponsorships"
Posted by NASCARgirl01 on May 14, 2010
Viewed 424 times


This last weekend I was reminded again of how sponsorships affect purchases my family and I make. While watching Cup practice I caught a glimpse of Kyle Busch?s silver and green car with ?Doublemint? splashed all over the it. Later on I was standing in the checkout line at the store and saw a pack of Doublemint gum next to me. The combination of liking how Kyle?s car looked, appreciating his ?new? attitude and just the fact that they were sponsoring someone sold me on buying it. That started me thinking about what other products we?ve bought because the companies sponsor my sport. Some of those things that typically end up on our shopping list are Tide, M&Ms, Cheerios, Pop Tarts, Hefty bags and Hamburger Helper. If I really wanted to, I could get a Verizon phone and order car parts from NAPA on it while drinking Red Bull, shopping at Menards, eating takeout from McDonalds and listening to a Curb Records artist on my portable CD player from Best Buy as I ship something cross country via FedEx. Okay, so that might be overkill for my senses, but it is a good mix of the sponsors I see on some of my drivers? cars.

You?ve all probably been in the place where you bought something just because your favorite driver was on the package, or because they just started sponsoring them. I talked my Mom into buying some Kellogg?s Mini Wheats once because they had Casey Mears on the box even though I wasn?t sure if I would like them or not. It turns out I did; unfortunately Casey was replaced the following year by someone I didn?t really care for. That can be the dangerous side of being a sponsor?if they pick the wrong person, it could actually hurt sales instead of help them. I am sure I was one of only a few people that basically boycotted Kellogg?s that year, but I wonder how 5 Hour Energy is doing with Steve Wallace as the driver? Certainly seeing the logo on a crunched up car can?t be helping them, although he does end up on the TV that way.

I really love shopping at Kroger, especially around the Daytona 500. I?ve seen logos promoting the big race on just about everything as I?ve walked through the stores. Last week, I even saw the 2011 Daytona 500 logo on something, and it is still 9 months away!

What things have you bought just because they sponsor your driver?

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