NASCAR SPONSORSHIP VISIBILITY ANALYSIS�STRATEGIC RECOMMENDATIONS FOR NY RACING

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Joseph Grossi

June 2026

Research Question: Which NASCAR sponsors deliver the best visibility per dollar invested?*

EXECUTIVE SUMMARY

The Bottom Line

• - FedEx generated the highest overall visibility score (992.3 points)
• - Busch Light delivered the highest efficiency (70.5 visibility points per $1M invested)
• - McDonald's provided the strongest balanced profile (#2 in both visibility and efficiency)

Primary Recommendation: Busch Light

Why?

• - Highest sponsorship efficiency
• - Strong top-three visibility performance
• - Lowest estimated cost among top-performing sponsors

PROJECT APPROACH

How Sponsorship Visibility Was Measured

Data Sources → Visibility Model → Rankings → Recommendations

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Data Sources:

• - Race Performance
• - Reddit Engagement
• - YouTube Engagement
• - News Coverage
• - Sponsorship Cost Estimates

Scope:

• - 5 sponsors analyzed
• - 36 NASCAR Cup Series races
• - 180 sponsor-race observations

Visibility Score Weights:

• - Race Performance = 40%
• - Media Coverage = 30%
• - Social Engagement = 20%
• - Special Events = 10%

DATA & LIMITATIONS

What Was Measured

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Important Limitation

• Sponsorship costs are estimated from public information and may differ from actual contract values.
• Sensitivity testing was performed to measure the impact of cost uncertainty.

FINDING #1

FedEx Generated the Highest Visibility

• Visibility Score: 992.3

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Key Drivers:

• - 3 race wins
• - 943 laps led
• - Strong media coverage
• - Consistent performance throughout the season
• Organizations focused on maximum brand exposure should prioritize sponsors with strong competitive performance and sustained media attention.

FINDING #2

Busch Light Delivered the Best ROI

• Efficiency Score:
• 70.5 Visibility Points per $1M

Comparison:

• - Busch Light: 70.5
• - McDonald's: 59.2
• - FedEx: 53.6

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• *So What?*
• The sponsor generating the most visibility is not necessarily the sponsor generating the most value.

FINDING #3

Rankings Were Stable Under Different Assumptions

• Sensitivity Analysis Results:
• - FedEx remained #1 visibility sponsor
• - Ally remained #5 visibility sponsor
• - Busch Light remained efficiency leader
• - McDonald's consistently ranked near the top

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*So What?*

• The recommendations are not dependent on a single scoring model configuration.

RECOMMENDATIONS

Who Should NY Racing Pursue?

Primary Recommendation: Busch Light

• - Visibility: 810.7 points (#3)
• - Efficiency: 70.5 pts/$M (#1)
• - Cost: $11.5M

Why?

• - Best value proposition
• - Strong visibility performance
• - Highest return on investment
• Alternative Recommendation: FedEx
• Best for organizations prioritizing maximum visibility regardless of cost.

Balanced Option: McDonald's

• Best combination of visibility and efficiency.

STRATEGIC TRADE-OFFS

Choosing a Sponsorship Strategy

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Key Question:

• Is NY Racing's goal maximum exposure, maximum ROI, or a balance of both?

CONCLUSION & NEXT STEPS

Final Recommendation

• Busch Light provides the strongest overall sponsorship opportunity because it maximizes visibility per dollar invested while maintaining competitive total exposure.

Recommended Next Steps:

1. Validate sponsorship cost estimates

2. Expand analysis to additional NASCAR seasons

3. Evaluate sponsor-brand fit

4. Assess activation opportunities beyond visibility

Questions?

• Contact Joseph Grossi
• Email: grossijoseph916#gmail.com