NASCAR Sponsorship�Visibility Analysis
Strategic Recommendations for NY Racing
4
Sponsors analyzed
36
2024 Cup Series races
1
Core question: best visibility per $ invested
NY Racing | 2024 NASCAR Cup Series | 1/10
Jordan Brand leads on both key decision metrics
952.1
Visibility score • Rank #1
119.0
Visibility pts / $M • Rank #1
$8M
Estimated mid-cost
• Visibility and efficiency should be evaluated together.
• Cost estimates remain the largest source of uncertainty.
• Recommended strategy: Balanced Approach.
NY Racing | 2024 NASCAR Cup Series | 2/10
A standardized model converts public data into comparable sponsor scores
• 144 sponsor-race observations across four sponsors
• Performance + weighted news + YouTube sponsor views + special events
• 0–100 normalization; season score sums 36 race-level scores
• Efficiency = total visibility ÷ estimated sponsorship cost ($M)
28%
Finish position
30%
Weighted news
20%
YouTube views
10%
Special events
NY Racing | 2024 NASCAR Cup Series | 3/10
The model is transparent—but efficiency depends on estimated costs
• Race results validated against public race references.
• News mentions were quality- and mention-type weighted.
• YouTube sponsor views provide the consistent social proxy.
• Reddit was excluded because target-sponsor race-level data was not consistently available.
• Sponsorship prices are estimates, not disclosed contract values.
2024
Single-season scope
Low / Mid / High
Cost sensitivity tested
Proxy
Visibility ≠ complete ROI
NY Racing | 2024 NASCAR Cup Series | 4/10
Jordan Brand ranks #1 in modeled 2024 sponsor visibility
Jordan Brand
952.1
Busch Light
920.4
Shell/Pennzoil
904.6
McDonald's
790.4
NY Racing | 2024 NASCAR Cup Series | 5/10
Jordan Brand also produces the highest visibility per estimated $1M
Jordan Brand
119.0
McDonald's
79.0
Busch Light
61.4
Shell/Pennzoil
60.3
119.0
Jordan Brand pts/$M
NY Racing | 2024 NASCAR Cup Series | 6/10
The recommendation is stronger because Jordan Brand leads both metrics
• Visibility rank: #1 of 4
• Efficiency rank: #1 of 4
• Average finish position: 13.19, best among the four sponsors
• Three wins in 2024
• Estimated mid-cost: $8M
952.1
Visibility
119.0
Efficiency pts/$M
3
Wins
NY Racing | 2024 NASCAR Cup Series | 7/10
Recommendation: prioritize Jordan Brand, while validating the commercial terms
PRIMARY
Jordan Brand
• Best overall combination of modeled visibility and estimated efficiency.
• Use maximum-visibility or maximum-efficiency framing when stakeholder priorities differ.
• Validate actual pricing before making a binding sponsorship decision.
• Extend the model to 2–3 additional seasons and assess activation/brand fit.
NY Racing | 2024 NASCAR Cup Series | 8/10
All three strategic scenarios point to Jordan Brand in the current model
MAX VISIBILITY
Jordan Brand
MAX EFFICIENCY
Jordan Brand
BALANCED
Jordan Brand
• Maximum Visibility → prioritize absolute exposure.
• Maximum Efficiency → prioritize visibility per estimated dollar.
• Balanced Approach → use both metrics for a defensible decision.
• Current model does not force a trade-off because Jordan Brand ranks #1 on both.
NY Racing | 2024 NASCAR Cup Series | 9/10
Validate, expand, then negotiate
• Immediate — validate sponsorship cost estimates with teams/sponsors
• Short term — comparing confirmed costs and commercial terms
• Medium term — adding 2–3 seasons to test stability
• Before decision — assess activation, hospitality, B2B and brand fit
Jordan Brand
Current recommendation
Questions?
NY Racing | 2024 NASCAR Cup Series | 10/10