The one thing that has got NASCAR worried about for quite a while is the state of its sponsorships. Although the sport, since the past decade, has gained momentum, the power to secure new sponsors and retain the older ones has been a daunting task. Whether it is Kyle Busch’s long-time sponsor M&M’s or Aric Almirola’s Smithfield, these brands played an integral part in the revenue structure of the sport as well as the teams. 

However, their departure in the last two seasons left the team owners scrambling to secure new and secured partnerships, which is nothing less than a mammoth task. Amidst this conundrum and the complicated model regarding entry to the sport, veteran spotter Brett Griffin seems to hold a different opinion when it comes to sponsoring a team and, in turn, growing the brand’s visibility. 

Brett Griffin extends a helping hand amid the sponsorship debacle

The significance of sponsorships in the world of stock car racing is multifaceted and is not simply restricted to just economic value. Whether it was Jeff Gordon’s “Rainbow Warrior” or Kevin Harvick’s “Busch Light” liveries, sponsorships add to the aesthetic and vibrancy on the fast track. Moreover, the sponsorships in NASCAR occupy 60-80 percent of the total revenue. As a result, a retraction by a single brand posits the team in a precarious position. 

Amidst this complex structure that is shared between the team and the brands, spotter Brett Griffin seems to state otherwise. The veteran took to Twitter and asserted the undemanding nature of sponsorship as opposed to the popular thoughts. He stated, “The entry point into NASCAR sponsorship is a lot easier and more affordable than people think.”

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The veteran, offering a lucrative deal to brands and a helping hand to NASCAR teams, further wrote, “If you / your company are interested in partnering and activating with WINNING teams DM me or email Info@spotonactivations.com. We’ve helped small, medium and big companies grow their brands.”

Nevertheless, one might be left wondering as to what returns the sponsoring brand will receive after foraying into the world of NASCAR. Well, the first and foremost is brand exposure. Moreover, the primary partners possess the authority to dictate and design the car liveries, which provides a sense of identity to the drivers and their cars.

Despite these complications, there have been organizations that have stayed loyal despite their financial turmoil. One such instance being Dollar Tree’s partnership with Legacy Motor Club. The Fortune 500 organization has partnered up with Jimmie Johnson’s re-branded team for the next three years, beginning from the 2024 season.

Jimmie Johnson’s LMC retains its primary sponsor despite financial loss 

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While that’s good news for thr 7x Cup Series Champion and team owner, on the business front Dollar Tree has been facing some setbacks. The brand faced a financial downturn recently which, according to many, has the potential to jeopardize its ties with LMC. After incurring losses in the fourth quarter, Dollar Tree has announced it would shut down 1000 stores, in a bid to scale back their operations and cost-cutting.

However, despite the unfavourable situation, NASCAR insider and veteran journalist Bob Pockrass reassured fans that the downsizing of the organization will not hamper their sponsorship program with LMC. He stated on Twitter, “Dollar Tree will still have 15,774 stores after the closings. Their CEO loves his NASCAR. As long as the CEO is there, I don’t think there will be anything drastic for Legacy.”

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It is no secret how much of a pivotal role sponsors play in the world of NASCAR. Should NASCAR strive to continue its momentum, they should know how to not just gather attract sponsors but also retain them.