In NASCAR, some of the driver-sponsor duo are simply iconic. Like Denny Hamlin and FedEx or Kervin Harvik and Anheuser Busch. Several sponsors try to create their own fanbase by associating with popular drivers and their teams. One such popular team is Joe Gibbs Racing. Joe Gibbs has been one of the most lucrative NASCAR teams.
Even after accomplishing so much on the track. JGR is also gravely affected by the sponsorship crisis. As a result, the management is looking for ways to maximize their profits and keep the team afloat. But the president of JGR, Dave Alpern, has a neat trick up his sleeves that could help him deal with the current crisis the team is facing.
Crisis Averted
Alpern suggested that NASCAR drivers should be featured in commercials with their complete racing gear and cars. This would give free boost to the sponsors and enhance the profitability of both sides. When inquired about the logic behind this idea, Dave Alpern said, “As an example, when Toyota was a national ad, they used different cars from our race team. What was on the cars? Other brands.”
Alpern further added, “So whether it is Bass Pro Shops or Stanley, FedEx or Monster, when Toyota does a commercial and includes those race cars, those brands get a free ride with their partner Toyota. Coca-Cola might do an ad with Denny Hamlin; the brands that are on Denny’s uniform get a free ride as part of that. That is one of the benefits of being the identity of the team.”
Therefore, Alpern is all set to deal with the sponsorship crisis that the industry is facing. Only time will tell if the ruse will succeed or not. Keep following our page for more sports-related content and stories.
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