• Loading stock data...
Sunday, July 13, 2025

Three Tiers of Sponsorship: Breaking Down NASCAR’s Sponsor Process

NASCAR is not like any other sport when it comes to looking like a team. In fact, teams with multiple drivers do not have the same color cars, nor do they have the same sponsors on their Chevrolet, Toyota or Ford machines.

Hendrick Motorsports, located in small town Concord, NC, is home to some of NASCAR’S most elite drivers. Seven-time champion Jimmie Johnson, Dale Earnhardt Jr., Kasey Kahne and 21-year-old Chase Elliott all call HMS home.

Between these four drivers, HMS has 16 sponsors including Lowe’s, NAPA, Great Clips, Nationwide Insurance, Axalta and now Hooters as of January 23rd.

Some years, teams like Hendrick will gain and drop sponsors depending on the company and offers.

When it comes to sponsorship packages, there are multiple tiers of opportunities for companies and brands.

The smallest, but certainly not the least important sponsors, are known as contingency sponsors.

These sponsors are used by every team and car and include the likes of Mahle, Moog, K&N, Edelbrock, Sunoco, and more.

Contingency sponsor are ‘in-kind’ sponsors, meaning that cars get to use their sponsorship because the parts used in the cars stem from these companies. When watching a race, these are the sponsors that are littered all along the front and sides of the car.

Want more great content like this? Be sure to subscribe to our newsletter!

The next tier includes the associate sponsors. These companies pay to have a maximum of three locations on the car.

Business Insider produced a chart, most recently in 2013, explaining that a company can pay any price from $250,000 to $2 million for the season, for an associate sponsorship on the lower left quarter panel near the left front wheel, B-post next to the safety net, and the C-post behind the rear window.

Associate sponsorships usually last for the whole season or select races, depending on the needs of the teams or brands.

The final tier, and the most expensive one, is the primary sponsorship.

One of the most recognizable primary sponsorship from the last decade is Jimmy Johnson’s Lowe’s 48 car.

This primary sponsorship, while lucrative due to Johnson’s success, can cost Lowe’s up to $400,000 per race for up to five car locations and an additional $15,000-$40,000 for the Kobalt logo placement.

According to Business Insider, over the 38 race NASCAR season, primary sponsors will pay between $5 and $35 million dollars.

While expensive, primary sponsors have theie logos placed on the hood, rear quarter panel, TV panel, deck lid and roof panel. They also dictate which color the car will be, and their logo is slapped onto the driver’s fire-suit.

With Monster Energy taking over as the official sponsor of the NASCAR Cup Series, don’t be surprised if you see new sponsors arrive onto the scene to replace old sponsors and earn their share of success throughout the 2017 campaign.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Amazon NASCAR Ratings Down 17%, but Skew Younger

Prime Video averaged 2.16 million per race during its five-event stretch.

MLB’s Bold Bristol Plan: Inside the Renovation and Potential Records

Work accelerates to convert the massive motorsports venue for baseball.
Jun 8, 2025; Brooklyn, Michigan, USA; NASCAR Cup Series driver Denny Hamlin (11) celebrates with his team, holding up three fingers, one for each of his victories at Michigan International Speedway, after winning the FireKeepers Casino 400.

Judge Urges Michael Jordan, Co-Plaintiffs to Settle With NASCAR

Jordan’s racing team filed a co-suit in October alleging antitrust practices.

NASCAR Amazon Ratings Down 25% From 2024 Fox Broadcasts

The streamer is averaging just over 2 million viewers per race.

Featured Today

May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.
July 11, 2025

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.
July 9, 2025

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.