Top Five most valuable teams in NASCAR

This may be an example of a race team that knows what to say and how to say it but doesn’t deliver the end result for sponsors.  RFR’s value has shrunk some while struggling to keep marketing partners.  They lost who probably was their best driver in Matt Kenseth to a rival team (Joe Gibbs Racing).  As the anchor team for the Ford contingency, 2013 should be interesting to watch and see if they can hold on to what value they still have.This team’s value has gone down and that might have to do with a lack of progress on the track.  They had only one win last season and the winner, Kevin Harvick, will be leaving at season’s end for Stewart-Haas Racing.  Childress has a couple of youngsters coming up in the Truck and Nationwide ranks that might be able to help the on track performance.  His grandsons, Austin and Ty Dillon, both show a lot of promise but may be a couple years away from being able to produce results.  Childress has done well for himself in business off the track with a winery, ranch, land and a motorsports empire.The team’s value rose even though they lost the U.S. Army sponsorship on Ryan Newman’s #39 Chevrolet.  Two reasons for the rise are attributed to garnering increased sponsorships from the likes of Quicken Loans and Bass Pro Shops.  And secondly, the addition of arguably the highest profile driver in the world, Danica Patrick.  Don’t expect this team’s worth to go down anytime soon considering they will be adding Kevin Harvick to their stable which should make SHR one of the hottest properties around.  Amazing considering they’ve only been in existence for four years.View the list »
Start/finish line at Daytona International Speedway

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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)

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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.

View the list
  • The team’s value rose even though they lost the U.S. Army sponsorship on Ryan Newman’s #39 Chevrolet.  Two reasons for the rise are attributed to garnering increased sponsorships from the likes of Quicken Loans and Bass Pro Shops.  And secondly, the addition of arguably the highest profile driver in the world, Danica Patrick.  Don’t expect this team’s worth to go down anytime soon considering they will be adding Kevin Harvick to their stable which should make SHR one of the hottest properties around.  Amazing considering they’ve only been in existence for four years.
  • This team’s value has gone down and that might have to do with a lack of progress on the track.  They had only one win last season and the winner, Kevin Harvick, will be leaving at season’s end for Stewart-Haas Racing.  Childress has a couple of youngsters coming up in the Truck and Nationwide ranks that might be able to help the on track performance.  His grandsons, Austin and Ty Dillon, both show a lot of promise but may be a couple years away from being able to produce results.  Childress has done well for himself in business off the track with a winery, ranch, land and a motorsports empire.
  • This may be an example of a race team that knows what to say and how to say it but doesn’t deliver the end result for sponsors.  RFR’s value has shrunk some while struggling to keep marketing partners.  They lost who probably was their best driver in Matt Kenseth to a rival team (Joe Gibbs Racing).  As the anchor team for the Ford contingency, 2013 should be interesting to watch and see if they can hold on to what value they still have.
  • The 'Coach' has done a good job of keeping a competitive team on the track every year and as such, their value has risen.  When they changed over to Toyota five seasons ago, it appeared to be a desperate move to hang on, but now the team attracts drivers and sponsors alike.  The race teams are competitive day-in and day-out and certainly are the class of the Toyota field.  Along with newcomer Matt Kenseth, the team has Kyle Busch and Denny Hamlin, which makes for an impressive lineup.  This is an ideal example of a good product both on and off the track.
  • This is the most powerful stock car team on the planet with a value more than twice the second place team of Joe Gibbs Racing.  They have the top two winningest active champions in NASCAR, maybe the most popular driver in the sport and the other guy might be the hottest driver of the bunch and a likely champion soon.  All is not perfect in Hendrick-land as they sometimes struggle to fill all the space on their racecars.  However, they get the premium price for the exposure and therefore don’t take less.  This approach seems to work – Rick Hendrick sits on top of the sport.
View the list

, Paso Robles Motorsports Examiner

Daryle Hier has been involved in business as an owner for 30 years with many of them involving the auto industry. He also has been a sports fanatic with motorsports and football as his true loves. Other interests include Hawaii and the California Central Coast. He is a Top 100 writer for...

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