PART 5-CRITICAL THINKING CASE NASCAR LIFTS BAN ON LIQUOR ADVERTISING Stock car racing is one of the most popular professional sports in terms of television ratings. NASCAR is broadcast in over 150 countries and ranks behind only the National Football League in television sports viewing in the United States (and NASCAR has double the viewer base of the National Basketball Association). The three largest NASCAR-sanctioned racing series are the NEXTEL Cup Series, the Busch Series, and the Craftsman Truck Series, and there are over 1,500 additional races sanctioned in North America. To reach the 75 million brand-loyal NASCAR fans (and possibly 75 million more “avid” fans) and an average of 125,000 spectators at each race, Fortune 500 companies sponsor NASCAR more than any other sport. It costs $15 million to $20 million a season to be a primary sponsor for one of the top racing teams. With a primary sponsorship, the sponsoring company gets to put company decals on the hood, the rear quarter panel, and the TV panel (above the rear bumper) of the race car. Sponsorship for a less successful racing team costs between $6 million and $10 million a season. With an associate sponsorship, which costs around $200,000 a season, the company gets to have one decal the size of an index card on the race car. Though the cost of sponsorship might seem high, the television visibility and sales to the loyal fan base are the
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