Over the last few years, many new sponsors have come to the forefront as sports sponsors. Companies that never considered sports marketing as a viable medium are using sports to get their message across. UPS, Viagra, the U.S. Military and a host of other companies have learned that, today, sports sponsorship can put them on the map.

Sponsors have noticed the large number of fans and want to draw more impressions and customers by supporting the teams. A synergy has developed as the best race drivers in the world have joined the NASCAR fray, adding to the exciting competition and NASCAR’s worldwide reputation.

The supreme racing series in the world is NASCAR. Started as a family business after World War II, this organization has grown steadily over the years by providing a host of "heroic" and beloved drivers, while also joining the major automobile manufacturers with a multitude of sponsors--bringing NASCAR drama and excitement to millions of fans who eagerly support favorite teams and sponsors. NASCAR is the motor sports sponsorship standard.


There is no other sport like auto racing that provides the corporate sponsor with so many different ways to merchandise and market its racing association. The role of the corporate sponsor has long been recognized in auto racing as a major and necessary component of the sport.

Contact us to receive more information about corporate sponsorships

• Car Sponsor: primary or main sponsor on a vehicle involved in motorsports
• Associate Sponsor: secondary sponsor on a vehicle
• Race Sponsor: car sponsor of a single or multiple racing events
• Sponsor: general sponsor of a sports property or event
• Team Sponsor: sponsor of a motor sports team
• Associate Team Sponsor: secondary sponsor of a motorsports team
• Advertiser: included in a printed team media guide
• Official Supplier: sponsor whose agreement calls for the company to provide its product

The options in sports sponsorship are many, and most race team sponsors will use a combination of these options when attempting to leverage their team involvement.

Racing teams, in general, have three basic types of sponsors:

1. Primary sponsors have the most visible presence. They purchase primary logo placement on the race car, team equipment, uniforms, etc. They make it a practice of getting the most for their investments by developing additional promotional and hospitality programs. They are the big boys.
2. Secondary level sponsors purchase secondary status on race car and team signage. These companies obtain positions on race cars in order to maintain or grow their company image. They spend less than the big boys but they are big in their own markets.
3. Associate level sponsors are often smaller companies or, again, large companies where success in their industry requires at least a motor sports presence. Such sponsors are in racing to enhance a portion of their marketing program. They do not spend as much as the big boys, but still gain more than the cost of their investments. Associate level sponsors can also be brands that accompany a group of other brands on the car in a cooperative marketing program. Other types of associate sponsors include those whose logos are required on every car by the racing series or through cross-promotional programs.

Certainly every sponsor of motor sports has a deep love for competition. It is this love that propels many CEO's to use motor sports sponsorships to help their companies grow. Their presence at the racetrack gives them a chance to see first hand what many other companies are doing to grow their businesses. The people who have the most fun at the track are those who cheer for a team or driver who is their spokesperson and friend.

For additional information about partnering with DA Motorsports please contact Todd Tribble at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or call (804) 895-8331.