For decades race fans have been able to identify their favorite driver by the iconic logo on the hood of their racecar. That same logo is usually found on bumper stickers, t-shirts, jackets, coolers, and adorning replicas in garages and man caves across the country. Whether it's a Saturday night short-track driver or a 5-time winner on NASCAR's biggest stage, each driver and race fan of the sport understands the importance of the primary sponsorship that is placed on the hood of a racecar.
For those new to the sport, there are usually three types of sponsorships in racing: associate, major, and primary. The primary sponsorship on a racecar allows a company or organization to have their logo placed on the hood of the car as well as all other prominent places on the team's equipment, uniforms, and racing merchandise. The car and race team become "rolling billboards" for the primary sponsor. It gives the company the most exposure on race day and usually the best return on their investment but it also comes with the largest price tag. So what if a company's advertising budget doesn't allow for millions of dollars in sponsorship? How do they access the benefits of motorsports marketing in today's economy?