With the exception of one team, the days of one company sponsoring a NASCAR Cup Series (NCS) race car for the entire NCS season is a thing of the past. All of the 36 Charter race teams in the NCS, with the exception of the #48 team, used multiple primary sponsors for the 2024 race season.
Race entry records show that the 2024 NASCAR Cup Series Championship was won by the #22 team w/ driver Joey Logano with the support of 4 different PRIMARY sponsors over the 36-race season. While Shell- Pennzoil sponsored the large majority of the races on the #22 car, the other 3 companies sponsored 3 or less races each, but all can still market themselves as a sponsor of the 2024 NASCAR Cup Series Championship team.
The success of the #22 Penske team in 2024 is a proven model that shows companies that in the past did not think it possible to financially venture into the NASCAR team sponsorship / partnership arena can do so successfully now.
While we do not know the exact cost of the above NCS Championship race team’s primary sponsorship packages, various reports and publications estimate that the average Primary sponsorship of a Charter NASCAR Cup Series race team in 2024 had a wide range of $100K to $600K per race.
I know of one successful race team that is seeking a 2025 primary sponsor for 3 of 36 select races w/ associate sponsor of the team for balance of the race season thus giving you marketing rights for all of 2025 for a total investment of $500,000.
These types opportunities also exist, at further discounted prices, with quality race teams in the NASCAR Xfinity Series (NXS), and NASCAR Craftsman Truck Series (NCTS). Primary Sponsorships here can start as low as $35K for select races.
Do not let fear of “Sticker Prices” run you off if you are interested in utilizing a NASCAR race team sponsorship in 2025. You never know who is in need of supplemental primary sponsors unless you investigate! If you need help, feel free to contact HardHeadMarketing.com.
(HardHead Marketing does not claim to represent, nor be affiliated with NASCAR, the speedways, or any of its affiliated companies in any way. We are an independent marketing company working with independent race teams and sponsors that participate in the NASCAR Series).
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