Menard's has used its relationships with vendors to share the cost of sponsoring a Cup car (Getty Images)
There seems to be a new trend in NASCAR sprint Cup series sponsorship. Now days it seems these big time stores are sponsoring cars, but are looking to share the expense with some of their vendors.
This is especially true of the Menard’s Home Improvement sponsorship. Each week the #98 Menard’s Ford Fusion of Driver Paul Menard has a different company on the hood of the race car. Many of these companies do a lot of business with Menards and seem happy to share the wealth or at least expense of funding a racing operation.
In the Truck series we have seen Camping World tap many of their vendors to promote NASCAR themed racing contests and full race sponsorships. It seems that a smaller company like Camping World can become a major part of the NASCAR world by sharing the cost of sponsorship with its vendors.
Now comes news that Northern Tool and Equipment will step up to the cup series with driver Erik Darnell for a few races in 2009 and presumably in 2010 if all goes well. Since Northern has been a sponsor in the Truck and Nationwide series they may be looking to share the cost with some of their vendors.
This is a trend to keep track of as Lowe’s is nearing the end of their sponsor commitment with the #48 team of Jimmie Johnson. Might Lowe’s look to share the cost of this deal with some of their vendors?
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