Today, NASCAR is focused on making sure the garages are filled with drivers and teams. A tough proposition because corporate dollars are drying up. It costs half a million dollars to get a car to the race. Sponsorships are key.
Sprint sponsors NASCAR’s top series now known as "The Sprint Cup."
Tom Murphy, Sprint VP of Media and Sponsorships: "This is a superior marketing asset and we judge it in the ways any marketer would, no differently when we buy TV advertising and airtime…newspaper or magazine advertisements. This is a giant, giant ad machine."