The head of the largest motorsports marketing agency in the world, Zak Brown of Just Marketing International (JMI), helps acquire and manage motorsports marketing partnerships – known otherwise as sponsorships. He stated what probably sets the table for sports or more importantly motorsports, when he said, “Television is arguably the most critical piece of Nascar because TV is where it gets its reach. It is very encouraging that indicator is so strong.” (Source: Forbes)
In the case of NASCAR, why is television important? Sports, more than anything else in media, offers what viewers crave the most, live broadcasts. As they say in marketing, TV brings eyeballs to advertisers. Those advertisers will then offer funding, which in-turn brings money into the sport. And for race teams and their owners, it brings sponsorships. This is magnified by the fact fans of motorsports are much more brand loyal than other sports. That results in additional value to sponsors and advertisers which other sports can't offer.
Recently, although the Recession still hasn’t gone away, NASCAR has felt a bit of an upturn and the teams themselves are somewhat more flush than say a few years ago. TV ratings and sponsorships are up even if there is still some instability. Total earnings for race teams are down slightly but overall value is up a fraction. Here’s a look at the Top Five most valuable team ownerships as measured by Forbes.