Cost Benefits of
Champ Car Atlantic Sponsorship
Depending on the
team, title sponsorship of a car can cost anywhere from half a
million bucks to almost $1.2 million. Ordinarily, the bigger
spenders also get a presence on other cars (PacifiCare,
McDonald's), plus some trackside signage at selected races.
Benefits of sponsoring Champ Car Atlantic are many, but
primarily the demographic of Champ Car fans fits nicely with
some key market segments. For example, a very high proportion of
CCA fans are college graduates in the 18-34 demo who have higher
than average paying jobs, and therefore have more disposable
income. Also, that demo tends to be 'immune' to other types of
marketing, so a CCA sponsorship can help hit those consumers
with a message that might otherwise have gone unnoticed.
In the cases of technology companies, sponsoring a Champ Car
Atlantic team makes a statement of what type of company you run.
Racing is a sport that is timed to the thousandth of a
second....where inches matter....and the ability to quickly
analyze a problem, devise a solution and successfully implement
it can be the difference between winning and finishing ninth.
Sponsoring a Champ Car Atlantic team makes the satement that you
run that type of a company. And few sports really showcase the
concept of 'teamwork' like motor racing. It's not something that
is readily apparent to casual observers, but once you see how
many engineers and mechanics it takes to simply turn a motor on,
you have a whole new appreciation for what goes on at the track.
And associating your company with that - to people who
understand the teamwork ethos in Champ Car Atlantic racing -
creates a strong impression.
CCA also offers a global marketing platform, with races in four
countries and drivers from more than half a dozen nations,
leading to world-wide television and print media coverage.
Combined with the relatively low financial investment required,
as compared to other types of racing, CCA has a very high ROI
potential. In other words, you get a lot of bang for not a lot
of buck when you sponsor a Champ Car Atlantic team.
Racing in general provides an unparalleled business-to-business
forum. But Champ Car Atlantic in particular affords B2B partners
access to a truly unique marketing environment. I've been a race
fan for most of my life, and I've worked in the sport off and on
over the last few years, and I have yet to meet someone who is
not completely blown away by their first trip to a race. The
sights, sounds, smells....the whole atmosphere is addicting.
Call it the "Gee Whiz" factor.