AFTER a day of business meetings in Charlotte, N.C., in May that brought together executives from Fortune 500 companies including United Parcel Service, Coca-Cola and Sprint Nextel, it was time to unwind. But the executives were not, as is their wont, transported to a golf course.

Instead, they were whisked to a setting decidedly less familiar to cufflink-wearers: a go-kart track.

It was the second year of the Aflac 200 Nascar Corporate Kart Challenge, and competitors flooring it on the straightaways were members of Nascar’s Fuel for Business Council, a group of about 40 companies that are Nascar’s largest supporters, each spending as much as $25 million to sponsor drivers and races.

While Nascar often trumpets the high visibility enjoyed by its sponsors, whose logos festoon cars, as well as fans’ fidelity to brands that bankroll drivers, one of the highest returns for companies’ investments actually comes not from consumers but from other companies. The biggest fish some advertisers are reeling in, it turns out, are other advertisers.

Nascar formed the business-to-business group, which meets quarterly, in 2004, and these days is underscoring its value more then ever.

“In a down economy, sponsors are looking for every nickel to work harder,” said Andrew Giangola, a Nascar spokesman, adding that more than one-fifth of Fortune 500 companies sponsor Nascar at some level.

Quarterly gatherings include speed meetings — similar to speed dating — where company representatives talk strategy in quick succession. Because attendees tend to be marketing and procurement executives, rather than their underlings, the meetings get results, with companies agreeing to drive business to one another and share discounts of up to 20 percent.

In 2007, according to Nascar, the Best Western hotel chain generated $16.7 million in revenue through deals made with other sponsors. For example, Best Western hotels now buy office supplies from Office Depot, use U.P.S. as their shipping carrier, and outfit employees in Cintas uniforms; those three companies, in turn, direct employees to book work-related travel at Best Western properties.

Another sponsor, Ford, switched to U.P.S. and Office Depot as its preferred shipper and office supplier; in turn, those companies each promoted Ford discount programs to their employees. In 2008, some 1,800 U.P.S. employees and 100 Office Depot employees bought Ford vehicles through the programs.

Although it has grown strongly over the last decade, Nascar is hardly recessionproof. Television ratings and race attendance are down while struggling Detroit automakers, historically big supporters, are trimming Nascar spending by as much as 30 percent. Other sponsors have scaled back, too. Some withdrew altogether.

Others, though, are spending more than ever. After sponsoring races intermittently in previous years, Aflac, the insurer, decided in 2007 to sponsor the driver Carl Edwards, whose car now displays the company’s duck mascot, drawing enthusiastic quacks from fans.

Jeff Charney, chief marketing officer at Aflac, said the company “has very firm metrics that we looked at with this sponsorship and we’re hitting every one right on.”

Along with the most obvious metric, reaching consumers, Mr. Charney cites relationships Aflac has forged with other sponsors. Beyond the quarterly meetings, he regularly sets up trackside meetings at Nascar races.

“It’s a wonderful way to do business away from the boardroom,” Mr. Charney said. “When I go to a race I don’t have my business suit on, but I have my business mind-set and I’m ready to do business.”

Mr. Charney said that insurance regulations restricted what he could reveal about the company’s partnerships. But Mr. Giangola of Nascar said that among other deals Aflac had struck, the insurer was now part of the benefits program Office Depot offered its employees. He added that in turn, Aflac buys all of its office supplies from Office Depot.

Mark Dickens, a U.P.S. spokesman, said that when the company first became a Nascar sponsor in 2000, it conducted business with 40 percent of the other Nascar sponsors, but increased that to 90 percent today.

Mr. Dickens also said that Nascar drivers, perhaps more than other athletes, were willing to meet clients that U.P.S. took to events and to visit the company’s offices to rub elbows with employees.

That potential to bolster employee morale also is being highlighted these days.

After the driver Matt Kenseth, who is sponsored by the toolmaker DeWalt, won the Daytona 500 in February, he spent a few hours at the company’s headquarters in Towson, Md., meeting employees.

The toolmaker’s parent company, Black & Decker, laid off 1,200 employees in January, and while the Nascar sponsorship no doubt struck some who were fired as an extravagance, racing fans among those who remained were jubilant.

“What Matt Kenseth was able to do for us internally in a down economy when we’re going through a lot of challenging times is bring a lot of energy and passion back to the employees of DeWalt and to the brand itself,” said Jon Howland, marketing director for DeWalt.

In their front lobby is an actual racecar — a backup for the Daytona 500 two years ago — which required a wall to be removed and replaced. And employees favor DeWalt racing shirts, which can make a company meeting resemble a pit crew.

“I’m going into a meeting right now,” said Mr. Howland in a telephone interview on a recent afternoon. “I’ve got a DeWalt racing shirt on right now, and of nine people at the meeting, six of us are wearing DeWalt racing shirts.”

From Press Release

Kenny Wallace is Almost Speechless.

Charlotte, N.C. (July 31, 2009) – Kenny Wallace, known for his out-going personality both on and off the racetrack, wants to say only one thing….“Thank You, Fans”.

Over 5,000 “sponsors” have extended their support to get the driver known as “Hermanator” on track at this year’s NASCAR Nationwide Series event at Circuit Gilles Villeneuve in Montreal on August 30^th. For a $20 donation fans were able to submit a name that will adorn the Wallace-designed paint scheme at this year’s event. Collectively, they have made this program one of the most successful fan-supported race car sponsorships in the history of NASCAR.

“We won’t know the exact total number of names until all the information has been put together in about a week, but we were able to raise enough money to get the team exactly what it needed to go compete in this race,” said Wallace. “When we decided to move forward with this program we didn’t know if we would even meet our goal but it’s been an overwhelming success. I couldn’t be more thankful or humbled”.

Due to lack of sponsorship for this year’s event, Kenny’s Facebook friends reached out with an interesting idea. “They came to me and said: ‘Kenny, how about letting us do a fan car in Montreal?’ I wasn’t sure about it at first, but we saw so much support for the idea that we decided to move forward. The U.S. Border Patrol has been a great partner and will still be on the car for the rest of the year, but for certain reasons can’t sponsor this race.”

With the program meeting the team’s needs and allowing the organization to make a first-class effort at a victory north of the border, Wallace isn’t the only person thankful. “We have to offer our own special thanks to Kenny and the fans for putting the No. 28 Chevy in a great position going into this race,” said Jay Robinson, owner of Jay Robinson Racing. “We have the ability to go test now and be fully prepared to provide Kenny with a car capable of competing for the win in Montreal”.

In an effort to thank each of his fans, Wallace will personally autograph a photo of the No. 28 Hermanator Chevrolet for each “sponsor”. These autographed mementos will arrive approximately five to six weeks after the race.

NASCAR’S TRUE FAN FAVORITE PARTNERS UP WITH THE FANS

Charlotte, N.C. (June 10, 2009) – Whether it’s on the track or on TV, Kenny Wallace has always been a favorite of NASCAR fans.  Now his “friends” have chosen to show their support for the Hermanator by sponsoring his No. 28 Chevy in the NASCAR Nationwide Series race on August 30^th at Circuit Gilles Villeneuve in Montreal, Canada.  Acting on an idea that was founded and cultivated by the online social-networking community who support and consistently interact with him, Wallace is extending the opportunity to all NASCAR fans to help continue his climb up this year’s championship point standings and participate in one of the most unique fan-driven sponsorship programs in the history of NASCAR.

“We’ve had a great sponsor on the No. 28 Chevy, and we’re looking forward to having them on board for the rest of the year, but because of certain rules they won’t be with us in Canada,” said Wallace.  “As a race car driver and a competitor, the team and I want to go and race to the best of our ability and compete for the win.”

For $20 (USD) per name, fans will have the once-in-a-lifetime opportunity to become a sponsor of Wallace and the No. 28 Chevy. This unique fan car will carry a special paint scheme designed by the Hermanator, listing each participating sponsor’s name on the No. 28 Chevy. After the race, an autographed picture of the car will be presented to each sponsor. 

“We want everyone to know that this is a completely voluntary program,” said Wallace.  “We understand the economy isn’t in the best position right now, but we’ve seen a huge amount of support for this, and after careful consideration, decided to move forward.  If the fans want to join in on a great program, we are looking forward to having them on board. Most importantly, I can’t thank the fans enough for the support they’ve already shown us, and I’m excited to see what we can raise and go out there and race.”

Fans will have until July 31^st to become a sponsor and can visit kennywallace.com/sponsorkenny for more information.  Participating sponsors and those who are attending the race in Montreal should stay tuned to kennywallace.com, Kenny’s official fan page on Facebook or Twitter (www.twitter.com/Kenny_Wallace) for special updates.

###

For more information or media inquiries, please contact:

Marc Williams, The WSM Group

marc@ignite-sports.com (704) 896-5600

Kim DePuy, The WSM Group

kim@ignite-sports.com  (704) 896-5600

DAYTONA BEACH, Fla. — NASCAR announced Thursday that Las Vegas formally becomes the “Official Host City of the NASCAR Sprint Cup Series Champion’s Week.” NASCAR’s annual Cup Series Awards Ceremony will be held at the Wynn Las Vegas on Friday, Dec. 4. The move to Las Vegas provides for greater flexibility for driver and fan events.

The Nationwide Series and the Camping World Truck Series events will be combined and held at the Loews Miami Beach on Monday, Nov. 23.

NASCAR had held the Cup Series event in New York every year since 1981. After exploring several options, NASCAR formed a partnership with Las Vegas Events, making the change of venue a reality.

“I can’t say enough about the warm reception from Las Vegas,” said NASCAR chairman and CEO Brian France. “Las Vegas really made it a priority to get the awards ceremony moved there. We were able to come to an agreement on reasonable room blocks, banquet facilities and approvals to hold fan activities on the famous Las Vegas strip.”

“I also want to thank New York City and especially the Waldorf-Astoria for being such an important part of NASCAR’s history over the years. We look forward to a continued presence in the Big Apple where we have so many dedicated fans.”

“Las Vegas is known for having marquee special events and this partnership further enhances the relationship between Las Vegas and NASCAR,” said Rossi Ralenkotter, president and CEO of the Las Vegas Convention and Visitors Authority. “The strength of the Las Vegas brand leveraged with the brand of NASCAR will generate increased awareness and excitement.”

“We are certainly proud to be the host city for the NASCAR Sprint Cup Series Champions Week and Awards Ceremony,” said Pat Christenson, president of Las Vegas Events. “The addition of this prestigious event provides another dimension to our December calendar. This is a great way to end the year and highlight the achievements of NASCAR’s best drivers and crews.”

Las Vegas is a current race market where the Cup, Nationwide and Truck series compete at Las Vegas Motor Speedway.

Activities being planned for the days leading up to the awards ceremony include the return of the “Victory Lap” procession of the top 10 Cup Series drivers in their race cars, the NASCAR NMPA Myers Brothers Media Luncheon, the Pit Stop Tour and the NASCAR Street Tour to include stock cars and mobile marketing units placed throughout the city.

“This is a great day for Las Vegas,” said Chris Powell, president of Las Vegas Motor Speedway. “Las Vegas has proven itself to be a great motorsports attraction, both for locals and for fans from around the country and the world. NASCAR’s move to Las Vegas with the year-end awards ceremonies opens up many more opportunities to get the fans involved.

“I applaud Brian France and NASCAR, as well as the Las Vegas Convention and Visitors Authority and Las Vegas Events, for making this happen. We at Las Vegas Motor Speedway will be excited to do our part to keep the awards ceremony here for many years.”

The awards ceremony for the Nationwide and Truck series will be consolidated in South Florida. This is designed to provide another great venue for the ceremony as well as help save teams from making an additional trip following the season finale at Homestead-Miami Speedway. The top-five finishers from the Nationwide and Truck series will be honored at the combined banquet celebration.

Roush Fenway Racing President Geoff Smith should only be negotiating to renew the one NASCAR Sprint Cup sponsorship he has open – the No. 17 car and DeWalt – for 2010. But Smith’s organization is working on helping nearly all of its Cup sponsors (Crown Royal, 3M and Aflac) find other companies willing to pony up the money to buy some races for 2010 and beyond even though they have contracts obligating them for the entire season.
 
Smith said the companies have requested help, and it’s imperative in these economic times that the organization find more sponsors willing to share some of the costs.
 
DeWalt, whose contract is up after the 2009 season, has also indicated it wants a partner. The only sponsor that has not requested a partner is UPS.
 
“The exodus of the sport by sponsors is negligible,” Smith said last week at Las Vegas. “Very few have left. When we go talk to our sponsors, every one of our sponsors wants to be here, wants to stay.
 
“But every one of them has economic challenges that they need to meet. Those challenges translate to us to be searching for additional sponsors to partner up with our team sponsors in four of our programs.”

A new sponsor could be on one of those cars by the end of 2009 if there is a commitment for future years, Smith said.
 
“It’s one thing to force somebody to honor their contract, which we need to do because we’ve committed the money to go operate, but it ultimately leads to dissatisfaction in the relationship and the renewal prospects and new sponsor prospects in 2011 and 2012 and beyond become less,” Smith said. “We have every incentive to recognize the issues that our sponsors are facing and to help in any way that we can.”
 
Of course, Smith is trying to get Kenseth’s sponsorship for 2010 done while the driver is particularly hot. Kenseth, who went winless in 2008, won the first two races of the season.
 
“Matt couldn’t have picked a better time to start out [strong],” Smith said. “When they didn’t when a race last year and when you have three-quarters of the garage trying to sell against us, they’d be saying, ‘Well, Matt is done, he’s all washed up, don’t put your money there, put it with me.’
 
“That [winning] just dispels that. Matt has without question the most premier program that is up for renewal.”

Even though Roush Fenway can have only four Cup teams next year, it also is responsible for sponsorship for Yates Racing, so it is continuing to court companies to sponsor Cup teams. On an initial call, Smith said the organization will offer anything open in its portfolio. The one thing his company won’t do is to stagger sponsorships on a car because the organization has to commit to a salary for the driver and needs the sponsorship to back it up.
 
“It’s a financial disaster to make some of the commitments we’ve made to drivers that are unconditional and then to find yourself signing up with a sponsor for half the races but having to commit to run all 38,” Smith said. “We really need to find the additional partners that are going to make these programs whole.”
 
Smith said that car owners must realize that they need to spend money on sales. He said he has “a whole team” making cold calls about sponsorship.
 
“Our sponsors are relaying to us an opinion that things will be very tough through 2010,” Smith said. “And we need to use all our energy. The issue in the garage is so few owners, in my opinion, have made the investment in sales and marketing personnel. … There’s a bit of a tendency in the garage, which is to act like the relationship is between the cheetah and the hyena.
 
“The cheetah goes for the kill, and the hyena is waiting to take the kill from the cheetah. We need more cheetahs than hyenas to make this sport work.”
 
The end result needs to be more companies sponsoring cars because fewer and fewer businesses can afford to sponsor the teams at the going rates, Smith said.

“Not everybody is going to be able to cannibalize sponsors from other teams to keep the sport working properly,” Smith said. “There are going to have to be new sponsors brought in.
 
“It’s a really good time for new sponsors to come in because so frequently the bigger brands that are in the sport want to keep so much control over their programs that there have been fewer opportunities for new sponsors to join those premier teams.”

Fox says its broadcast of Sunday’s rain-shortened Daytona 500 NASCAR Sprint Cup race at Daytona International Speedway earned a Nielsen Media Research fast national rating of 9.2 and a 19 household share.

The rating was down 9.8 percent from last year’s 10.2/20.

Fox said the rating for this year was hurt by the cancellation of the race’s final 48 laps because of rain during “what are historically its most-watched laps” but still averaged 16.0 million viewers. The network says the race drew more people than the 15.4 million viewers for the NCAA Final Four, 15.2 million for the Beijing Olympics, 14.9 million for the National Basketball Association Finals, the 14.2 million for the Kentucky Derby, the 13.1 million for the final round of The Masters golf tournament and 7.2 million for last year’s Indianapolis 500.

Greenville, S.,C., led all local markets with a 21.2/33, followed by Greensboro, N.C., 19.9/33; Dayton, Ohio, 18.0/31; Indianapolis, 17.2/31; Knoxville,  Tenn., 16.9/27; Charlotte 15.6/27; Orlando, Fla., 15.4/29; Nashville,  Tenn., 15.3/27; Tampa, Fla., 15.2/30; and Jacksonville, Fla., 15.1/25.  
 
The fast national rating was up considerably from the 8.0 overnight rating reported for the nation’s largest metropolitan areas. That figure was down 14.9 percent from the 9.4 Fox earned overnight for the event in 2008, according to Street & Smith’s SportsBusiness Daily.