How much does it cost to become a primary sponsor in NASCAR?

NASCAR teams depend on brand sponsorship for the smooth operation of the series.

How much does it cost to become a primary sponsor in NASCAR?

NASCAR Truck Series race at Talladega (Via IMAGO)

NASCAR is the premier stock car racing series in the world and is one of the most followed sports. Just like every other racing discipline, racing in NASCAR comes with a hefty price tag for teams. The race teams use sponsorship to cover their expenses around racing and other projects associated with the sport.

There are different types of sponsorship models in the sport, and the primary sponsorship deal is the most significant one. The race cars’ paint scheme and the driver’s fire suit will dorn the colors of the primary sponsor, and they will get the first attention in all aspects, alongside other perks that vary depending on the teams.

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In order for an entity or institution to sponsor a NASCAR Cup Series team, they, as reported by HowStuffWorks.com, have to spend up to $500,000 to see their brands in the hoods of the top team’s cars for a single race. This number, on average, can go as low as $350,000 based on the brand value of the race team and driver.

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The sponsors can buy the opportunity to feature in more than one race a season and even fund their favorite drivers for the whole season. This will cost the sponsors $13 million to $19 million a season. Such full-season partnerships were common in the past, but drivers will often have multiple sponsors a season.

The highest bid will guarantee a deal for the sponsors

For brands looking to enter the sport with limited budgets, sponsoring teams and drivers in the midfield is easier than the front runners. The big teams often have big brand recognition and will have drivers with a huge demand in the market.

2023 Daytona 500 (Via IMAGO)
2023 Daytona 500 (Via IMAGO)

With this compilation, drivers and teams, more often than not, look beyond the funding and will investigate how a possible collaboration could negatively or positively affect their own brand. The drivers usually reject sponsorships that don’t align with their values.

There are also other minor sponsorship deals an entity can sign with the race team. They can have their brand logos pasted right in front of or behind the rear wheel for $1.5 million a season. With $500,000 a year, they can display the brand logos on the rear window side, and with $200,000 a year, the brand can buy sticker space B-pillars.

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