Waving in profits

A racecar hunkering down on the track each weekend, waiting to be thrust to blistering speeds serves as much more than a conveyance for the fearless driver.

But does a racing affiliation help a company to sell more of its products? And if so, how can this success even be measured?

When asked if customers are influenced by brands with racing partnerships, Christy Weaver says, "Yes, it just depends on how much money they want to spend."

This type of customer also can be found when visiting filter maker K&N's Web site, which reveals testimonials, some directly correlating to motorsports.

States one: "Thanks for stepping up and sponsoring Yates Racing (No.) 6 Ford at Daytona. I use K&N filters in all my [family's] cars and intend to continue. Glad to use a good company's great product."

Ed Bryner, store manager for Bay Auto Parts in Sandusky, Ohio, admits even he sometimes goes after the brands associated with major race teams and circuits.

And because his is a NAPA store, as well as a sponsor for Michael Waltrip Racing, there's always a positive response to products affiliated with Waltrip's team.

Although Bryner's store is close to Sandusky Speedway, a member of the Automobile Racing Club of America (ARCA), Bryner sees more preference shown for those products aligned with NASCAR and other national circuits than those affiliated with local speedways.

That's not to say the regional tracks don't have their merits.

"At the local level is where we can entertain or provide tickets for customers on a regional basis," says Tony Battaglia, director of marketing for Permatex, whose many customers support and sponsor National Hot Rod Association (NHRA) events.

The local level is also one of the many places where there is a demand for Jay Blake, a blind crew chief and well-known motivational speaker.

"We see a high level of interest from local working media and news organizations in talking with Jay Blake about overcoming the adversities brought on by the accidental loss of his eyesight, and his determination and success in still being able to start and manage a professional race team," says Battaglia. "Jay's story is a very inspiring story for everyone, regardless of whether or not they are race fans."

Blake is the founder and president of the Follow A Dream team and organization. Permatex is working with the team on a new paint scheme for the 2008 Alcohol Funny Car and trailer.

Working at the local level allows manufacturers to connect with the weekend warrior drivers, laying the groundwork for a vital marketing and sales opportunity.

So, there's obviously some effect on racing fans when it comes to product choice. Jesse Jones, marketing manager of MAHLE Clevite, sums up the equation succinctly: "Ninety-five percent of NASCAR fans are not our customers, but 95 percent of our customers are NASCAR fans." This can pose a problem when trying to quantify who exactly is buying your product based on racing affiliation alone, but these companies believe the partnerships are well worth the investment.

Motorsports sponsorships "increase awareness of the brand on a grass roots level and lend credibility to the brand," says Joe Young, product and marketing manager for Sunpro. "A sponsored vehicle owner is your best advocate — he or she is excited to represent your brand and is proud to share that news with fellow enthusiasts."

He adds that the company also receives vital product feedback from those the company sponsors.

"Products used for racing hold a lot of clout with the driving public," says Kelley O'Donnell, senior product manager — Prestone & Honeywell CPG Motorsports. "Racers must constantly improve the products used in their cars to remain a step ahead of the curve. To help drivers stay competitive, engineering improvements happen every week."

She adds that the technology applied in the Honeywell CPG products used on the race circuits also is used to enhance the company's products available to the everyday driver. "In a way, the racetrack acts as a testing lab for our on-the-road automotive products," says O'Donnell.

Many of these relationships between manufacturers and motorsports are defined by rich history, some dating back a century.

"Our customers want to know we're enthusiasts the same as they are," Young says. "In fact, we've been enthusiasts longer than many of our customers have been alive. Sun brand Super Tachs were iconic in the 1960s and '70s among drag racers and other grass roots gear heads." The Sun Corporation dates back to 1935, he adds.

"Permatex has been involved with racing ever since our founding almost 100 years ago in 1909," says Battaglia. In 1936, Permatex sponsored a racecar to demonstrate the reliability of one of its new products; the resulting win happened to be the first stock car race run at Daytona, he adds.

The proof is in the product

MAHLE Clevite has a motorsports relationship that runs deeper than some other partnerships.

Its bearings are used on pretty much all NASCAR Cup cars, making every event a case study in durability.

Additionally, in Top Fuel dragsters, there's no other bearing that will survive such a demanding environment except a Clevite tri-metal bearing, says Jones.

The company recently changed its decal found on the NASCAR nose to emphasize new owner MAHLE, and also signed a 2008 contract to sponsor the Nationwide Series, Craftsman Truck Series and a number of grass roots-level events. MAHLE Clevite also will embark on its second season of sponsoring the NASCAR Canadian Tire Series, as well as the Grand National Camping World Regional Series and Whelen All-American Series. In addition, the manufacturer works with the NHRA, which is still using the Clevite decal.

Sunpro sponsors the Drift Brigade team with Sport ST tachs and gauges, says Young. "Drift Brigade competes in the NOPI drift series and performs at Hot Import Nights events, where thousands of fans are exposed to the Sunpro name," he adds.

The true answer to the question of whether racing sponsorships and affiliations help sell more products is something intangible. Perhaps enthusiasts were already familiar with these brand names before they ever saw them emblazoned on a racecar.

But whatever the case, racing partnerships are one logical way for manufacturers to remain visible to many potential customers.