Bleacher Report: Let's Sponsor a NASCAR Sprint Cup Team

David PhillipsAnalyst IFebruary 25, 2009

OK my fellow Bleacher Creatures, I've got the mac daddy of all ideas: We should put our money together and sponsor a NASCAR Sprint Cup Team.

I know what your saying. First off is "How can a Web site that doesn't charge to use its services—like Bleacher Report—afford to put their name on the hood or quarter-panel of a Sprint Cup team?"
Ta da!
The NASCAR section of Bleacher Report has over 1,100 members (knowing some may be inactive for some reason or another) and could generate over $33,000 if we payed as little as $2.50 per month to be a member.
With the site as a whole having approximately 90,000 members, around $225,000 a month could be generated, surpassing $2.7 million a year.
If Bleacher Report wants to see its name on a NASCAR race car, it can become a primary sponsor.
The cost for such high exposure averages $8 million a season. What a company does with its primary sponsorship can be quite complex.
For example: Mars U.S. brands will serve as the primary sponsor of the No. 18 car for 30 races during 2008. Mars will feature the M&M's colors for certain races, and Snickers and Pedigree colors for others. Additionally, Combos, Twix, Skittles, Starburst, and Milky Way brands will provide support as associate sponsors.
Now I know what your saying. Sure, $8 million is a little steep, but do we really want to sponsor someone who isn't going to win or even compete—like John Andretti, A.J. Allmendiger, or Scott Riggs just to save a couple million dollars?
Why aim low when we could sponsor a Roush Fenway, RCR, Hendrick, or Gibbs Racing Car and get the media exposure we deserve!
OK, so now we have $2.7 million a year to put towards sponsorship of a Sprint Cup team.
The site averages approximately 500 stories per day. If we paid a mere 75 cents per post, we could generate an additional $136,000 a year. That brings our total around $2.85 million.
Instead of aiming for a full-time sponsorship, we could shoot for one-third of the season. If we spit the $8 million down in to races, we could afford to sponsor at least 12 races—costing us $2.6 million.
Here's where things get interesting. NASCAR is more sponsor-oriented than any other sport in the world—and for good reason. NASCAR fans are extremely brand-loyal.
According to RaceStat, a syndicated NASCAR research project, 71 percent of the NASCAR audience reported that they "almost always" or "frequently" choose a product involved in NASCAR over one that is not, simply because of the sponsorship.
As you can imagine, this should have Bleacher Report gaining new members and even more money!
If we could double B/R, we would generate $5.7 million annually.
With $5.7 million to spend, the site could become an associate sponsor. Associate sponsors spend less to sponsor a team, but they don't enjoy premium placement of their brand on cars and uniforms.
The cost depends on the level of associate sponsorship. The highest level is the major associate, which is just below a primary sponsor. A major associate sponsorship can cost up to $5 million a year.
B/R could also make and sell NASCAR-branded merchandise—another important way for the sport to make money.
But a company, large or small, can't simply slap the NASCAR logo on its products and start selling them. The company must obtain a license—for a fee—to sell merchandise bearing the NASCAR name or the names of its drivers.
Once it makes this investment, however, a company can tap into a very lucrative market. Each year, fans purchase more than $2 billion in NASCAR-licensed merchandise, from T-shirts and caps to watches and jewelry.

Creatures what do you think? We can do it!

Bleacher Report: The Official Citizen Sports Journalism site of NASCAR.