Race for brand loyalty can be won at NASCAR tracks

11/7/2006 | Advertising Age (tiered subscription model)

Sponsorships deals at NASCAR tracks offer marketers a winning -- and cheaper -- method of building brand loyalty. For as little as $2 million, vs. $18 million to $20 million to sponsor a car or a team, marketers can have direct access to race attendees, whom research shows are twice as brand-loyal as even the notoriously brand-loyal average NASCAR fan.

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