Phelps said NASCAR fans understand that companies and brands invest major dollars into teams, drivers and cars and that they’ll stay loyal to those brands because of that connection to the sport they love.
“Around 80% of the revenue that is necessary for us to operate at the races comes from third-party partners – whether that is from manufacturers or from sponsors,” said “There’s an ownership of the sport that is far different than a lot of the other sports,” Edgar said. “We have relationship with football, we have relationships with basketball, but there is a fandom that has ownership of the sport, not just drivers, not just a certain individual. We like that mentality.”, the vice president of marketing and sponsorships for, said that with NASCAR the partnerships have turned from just visibility to expanding B2B relationships and customer entertainment.