Not an easy task, given this year's recession. A recession which, obviously, led to fears that sponsors may not be so keen of paying some $20 million for a spot on the car, as they did this season, without receiving a little extra.
The apparent solution found by NASCAR teams, inspired by the not so great look of competitive cars with empty spaces on them,i s to offer sponsors additional incentives, like media or track assets, which do not usually come with a car sponsorship package.
"It's amazing. There's unbelievable inventory available that we haven't seen in 10 years or longer with major teams," Stephen Moffitt, Hendrick Motorsports and Joe Gibbs Racing representative told NASCAR.
According to the same source, inventory left yet unsold for the 2010 season includes a half-season on Kenseth's No. 17 Roush Fenway car, a full season on Richard Childress Racing's No. 07 car and a associate position on Kahne's No. 9.
Despite this, teams will not cut prices for 2010. As said, they would rather offer more than receive less. Instead of charging less, teams are considering adding to the spots on the cars exposure for the sponsors in magazines, web sites or track assets.
"Keeping price integrity is hugely important. Fire sales might get a team by in the short term, but it hurts the industry. And we see plenty of companies come through just looking for a bargain," Brian Corcoran, Fenway Sports Group vice president told the source.
Even so, NASCAR teams will loose some big sponsors the next year, as Allstate, DeWalt, Jack Daniel's and Jim Beam will no longer display their logos on teams' cars.
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