impressions

Evaluating a race car sponsorship

THE QUESTION is how do we assign a value to all of these races and appearances? Do we attempt to calculate a cost per thousand over the course of the season? Do we market based upon expected impressions (including races, parades, radio and TV coverage)? Our goal is to sell a primary sponsorship for ~ $20k and a secondary sponsorship for the back third of the card for $12-15K, but this basically just covers the racing costs for the team for the year.

Read More