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Influences on Sponsorship Deals in NASCAR: Indirect Evidence from Time on Camera

  • Kurt W. Rotthoff
  • Craig A. Depken, II
  • Peter A. Groothuis

Corporate sponsorship plays an important role in the entertainment business. The question becomes: what influences the value of a sponsorship contract? Empirical analysis of this question is relatively limited because of a lack of complete data on contract values. This is especially true in NASCAR where sponsorship values are generally not released to the public. We analyze a proportional proxy for driver sponsorship value: the value of time on camera. We find that the value of time on camera is influenced by driver performance but also by their experience and, in the case of two drivers, their family name-brand capital. The results confirm that sponsorship value in NASCAR is not only determined by what a driver has done most recently but, to some extent, what their fathers had done before them. Key Words: Sports, Sponsorship, NASCAR, Naming Rights, Return on Investment, Advertising

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File URL: http://econ.appstate.edu/RePEc/pdf/wp1107.pdf
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Paper provided by Department of Economics, Appalachian State University in its series Working Papers with number 11-07.

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Date of creation: 2011
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Handle: RePEc:apl:wpaper:11-07
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Web page: http://www.business.appstate.edu/departments/economics/
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  1. Hamlen, William A, Jr, 1991. "Superstardom in Popular Music: Empirical Evidence," The Review of Economics and Statistics, MIT Press, vol. 73(4), pages 729-33, November.
  2. Egon Franck & Stephan Nüesch, 2007. "Talent and/or Popularity - What Does it Take to Be a Superstar," Working Papers 0074, University of Zurich, Institute for Strategy and Business Economics (ISU).
  3. Rosen, Sherwin, 1981. "The Economics of Superstars," American Economic Review, American Economic Association, vol. 71(5), pages 845-58, December.
  4. Pruitt, Stephen W. & Cornwell, T. Bettina & Clark, John M., 2004. "The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth," Journal of Advertising Research, Cambridge University Press, vol. 44(03), pages 281-296, September.
  5. Laband, David N & Lentz, Bernard F, 1985. "Favorite Sons: Intergenerational Wealth Transfers among Politicians," Economic Inquiry, Western Economic Association International, vol. 23(3), pages 395-414, July.
  6. Bernard F. Lentz & David N. Laband, 1990. "Entrepreneurial Success and Occupational Inheritance among Proprietors," Canadian Journal of Economics, Canadian Economics Association, vol. 23(3), pages 563-79, August.
  7. Adler, Moshe, 1985. "Stardom and Talent," American Economic Review, American Economic Association, vol. 75(1), pages 208-12, March.
  8. Alan B. Krueger, 2005. "The Economics of Real Superstars: The Market for Rock Concerts in the Material World," Journal of Labor Economics, University of Chicago Press, vol. 23(1), pages 1-30, January.
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