What Danica Patrick Could Do for Nascar, Sponsors†

Observers Say Marketers Could Pump $50 Million to Be Close to Popular Driver

Advertising Age, June 9, 2009 — Nascar might just have an answer to the soft economy that's hurting TV ratings, live attendance, and sponsor recruitment: Danica Patrick.Arguably one of the best-known drivers in the world — despite having won just one race — Ms. Patrick is allowed to begin negotiations this week on a new contract with IndyCar team owners, and the racing rumor mill is churning that she is seriously contemplating a switch from open-wheel to stock-car racing in Nascar.

As the Economy Worsens, Is There Money for Play?

New York Times, November 16, 2008 — From the “Buick” emblazoned on Tiger Woods’s golf bag to the Chevrolet Camaro that Cole Hamels drove home last month for being named the most valuable player of the World Series, it is hard to be a sports fan without stumbling across some type of advertisement for General Motors. The company consistently ranks first among advertisers of televised sporting events, outspending other automakers by more than two to one.

But as G.M. faces a financial crisis that has executives pleading with Congress for a federal bailout, many are wondering how far the company’s troubles will extend into the sports industry, which is already struggling to attract advertisers and sponsors in a weakened economy.

Times Sq. Ads Spread Via Tourists’ Cameras

New York Times, December 11, 2006 — Advertisers have long been drawn to Times Square as a valuable place to reach consumers, paying hundreds of thousands of dollars for space on billboards and blazing video screens.