ADVERTISING AND PROMOTIONAL OPPORTUNITES ABOUND IN THE WINSTON WEST

Source: Janet Peery
Date: 10/23/2001

The Winston West Series, similar to the Winston Cup Series, offers high quality stock car racing that is sanctioned under the rules of NASCAR. The popularity of the series among sponsors is a direct result of the fact that its season revolves around a more manageable schedule than many other series, while still providing the same “heavier car” excitement that fans crave and the experience that drivers need before making the step up to the Winston Cup.

Past drivers of the nearly 50-year-old series include Davey and Bobby Allison, Dale Earnhardt, and Richard Petty. Every year Winston Cup drivers or Winston Cup hopefuls will enter one or more races for the thrills, practice and exposure the series provides. This season saw Winston Cup regulars Michael Waltrip, Ken Schrader and Ron Hornaday Jr. compete at select events. Also joining select races were Jon Woods (of the famous Wood Brothers Racing), Shawna Robinson, and Scott Riggs.

Sponsors in the Winston West will appreciate the fact that the Winston West focuses not on quantity, but quality. This translates to a real value when it comes to advertising dollars. The Winston West offers a more relaxed schedule, allowing the owners and teams more time to fine tune their machines. This is a boon for a sponsor that wants to broadcast their product or service at a reasonable rate. Now instead of having to worry about putting financial integrity under a race vehicle for a schedule that is comprised of 20-30 events, it can focus its efforts on a dozen or so races and establish a good rapport with the team.

Entertainment of key personnel, clients, customers and business associates is also quite affordable during Winston West events. You will receive the same high quality treatment that those of the higher profile events appreciate. Suites or even blocks of seats at Winston West races are a great way to provide employee perks, or corporate entertainment. A number of deals have been signed after sponsors have entertained potential customers at a racetrack.

The drivers/car owners of the Winston West are committed to and invested in the series. These car owners for the most part are successful businessmen that will compete in the series whether they have a sponsor or not. They just will enjoy a higher degree of success when a sponsor comes on board and they understand the gratitude that a sponsor deserves.

Because of the professional make-up and financial security, car owners in the Winston West are more likely than any other series to put all sponsorship money into their race program as a guarantee to keep their car in the hunt for the points. With fewer races, every sponsor that partners with a Winston West car owner has a shot of being associated with a car that is a contender for a top-ten in the standings.

NASCAR has given the Winston West owners more say in this than any of its other series, a real blessing for current and potential sponsors. NASCAR often calls owner meetings to discuss the future of the series. It recently queried owners to see if they would enjoy bringing forth a new and improved television package for 2002. When you realize an organization like NASCAR that made the Forbes list, turns to the Winston West owners for advice in important decisions, you understand just how powerful the car owners in the series are.

The independence that the Winston West enjoys allows the car owners to contribute to numerous key decisions NASCAR makes right down to the venues they would enjoy competing on, be it short tracks, road courses etc. and only after these discussions will NASCAR go to the tracks to negotiate dates. The Schedule itself is given careful consideration to the needs of tracks and car owners concerns.

The challenge of most companies or advertising departments today is finding value and stability in a tumultuous economy.

Is advertising on a Winton West car a good promotion for your company?

If you do not need exposure in the west, no. If you are looking to compete with Viagra, no. If you have the time and desire to devote 30+ weekends a year to racing activities, no.

However, if you are looking to advertise in the geographical region west of the Mississippi, or if you have a product or service that is in need of brand awareness at an affordable price then yes, a great place to advertise is with the Winston West via car sponsorship, race sponsorship and corporate entertainment vis a vis the Winston West.

If your advertising budget is between $100,000 to $4,000,000 you can afford to sponsor a Winston West car for an entire season. If those numbers seem low, call me. I guarantee I can find you a car owner that will upon approval accept you as a sponsor. Not only will they offer their car, but also discuss optional packages for in-car cameras, corporate entertainment packages to fit your budget, and show car appearances. The possibilities are endless.

If you are hesitant and would like a trial period to see what the Winston West car owners can do for you, there are a number of options. Sponsorships are available for select events, select parts of the car, etc. If you have a desire to be a part of this great group of people they will find a way to bring you in.

I would personally welcome any sponsor to step on board. Call or email me at janet@racingwest.com. If our discussion leads to a paid contract with any owner I recommend, I will donate 100% of my commission that the owner would normally be expected to pay to the charity of the sponsor’s choice. That is right, YOUR choice. Depending on what team you decide to sponsor/support that can be a donation of anywhere from 5 –20% of the money you pay.

If you are serious I would be delighted to take your information and put you in touch with a car owner that can offer a driver to suit your style/needs. There are veterans, rookies, drivers that have competed for over a decade, drivers that are aggressive, drivers with personalities, drivers with class, drivers with attitude, drivers with humility, mature drivers, and young guns but whichever driver style you want, you will get a driver with dedication.

Join the series before the cost to sponsor a car goes up. Several rumors are floating around that the series itself may be renamed and/or that it is ripe for a take over. If that happens the cost to sponsor a car may increase do to an increased schedule, increased purse and other promotional costs such as live TV. In this day of making the right decision, don’t be left in the water, step aboard!

If you are as serious about getting as much for your advertising dollar as these drivers are of giving to the series, don’t pass up the opportunity to increase your company’s visibility. You will be hard pressed to find a better bargain in sports marketing than the NASCAR Winston West.

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