Who has more sponsors than NASCAR? Forget sports; I think NASCAR has more sponsors per element/car than any other entity in the world. How these corporations know they are getting enough bang for their buck is a story for another time (though I have slightly touched on it here). Still, Joyce Julius and Associates have the sole job of measuring the worth/value of sponsorships. They do so through means such as on-screen time, and verbal mentions. They provide some pretty interesting information, and if you ever get a chance, be sure to check out their website.
Anyways, back to NASCAR! After scrolling through the Joyce Julius website, I cam across some interesting information. Though its about a month old,its still quite interesting. According to the website, Jamie McMurray takes the cake as he leads all drivers in ‘exposure value’. McMurray’s exposure value is an astounding $18.3 million. Stewart and Edwards are considered big-wigs too as Tony Stewart leads NASCAR in securing on-screen time, and Carl Edwards has the most verbal mentions.
To me, Stewart is the winner here. JJ tells us that he (Stewart) had a combined two hours and forty two minutes of “clear and in focus exposure time during live and replayed coverage of the first four races”. Verbal mentions is important, and so is exposure value…but to me, the more you get on the camera, the better. Still, JJ doesn’t mention anything that pertains to association. When a driver wins a race, the association of being a winner directly carries over to the sponsors. So, what is that worth? Questions like this exist, and as long as they do, corporations and sport entities will have a hard time bargaining over what sponsorship is worth. Until then, you have to be grateful for entities like JJ!