This article is several months old but it talks about how Kroger advertised itself during the 2010 Daytona 500. Sponsorship on NASCAR race cars is very expensive, but Kroger was able to get their name on three cars for free. Cincinnati-based Kroger took the full paint scheme on Marcos Ambrose's No. 47 Toyota, and the rear panel on Kyle Busch's No. 18 Toyota and Clint Bowyer's No. 33 Chevrolet. The placements were the result of a trade-out between Kroger and the regular sponsors on those cars. Ambrose is sponsored by a collection of consumer-packaged goods, including Kimberly-Clark (Kleenex), Kingsford and Little Debbie. Busch is supported by Mars, and Bowyer by General Mills. In exchange for the regular sponsors giving advertising space on the cars to Kroger, those sponsors use the trade-out to drive additional displays in Kroger's nearly 2,500 stores.
Kroger also locked down an extension on its deal with Daytona International Speedway through the 2014 Daytona 500. Kroger is recognized as Daytona's retail licensing partner. Kroger came on board in 2007 and ran the largest retail promotion in NASCAR history leading up to the 50th running of the 500 in 2008. More than 50 brands participated with special Daytona 500 packaging. From April 2009 through this year's race February 2010, 55 brands across 23 companies had used the special 500 packaging and discounts.
http://www.nascar.com/2010/news/business/02/25/kroger.budweiser.daytona.500/index.html
It seems as though you have to be on a race car to advertise these days. I work for a small manufacturing company & we recently had our logo on a race car. I'm not sure I see the effectiveness of the small ads.....granted, I don't watch the races...but when I have, I can never make out many of the smaller logos.
ReplyDeleteI believe the trade out made by the other sponsors was a good move. They gave up a race, but gained additional space in the store. In today's racing world more and more sponsors are having to rotate their advertising weekends. This could be due to the amount of money needed from advertisers to remain competitive among a field of other drivers.
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