NASCAR Invites Distilled Spirits Sponsorships

NASCAR has dropped its ban on sponsorships by distilled spirits companies and now invites their participation, according to Mike Helton, president of NASCAR. He emphasized that “spirits companies have a long record of responsible advertising. Any spirits company involved in NASCAR will have marketing campaigns strongly grounded in responsibility and will follow advertising and marketing guidelines set by NASCAR.” 1

The organization’s leader continued that “spirits companies are recognized as leaders in responsibility and are encouraging adults who choose to drink, to do so responsibly. We are confident that the spirits companies entering our sport will come to apply that same level of responsibility to their involvement in NASCAR.” 2

Through the Century Council, American distillers have invested over $130 million in the last ten years on programs to prevent underage drinking and reduce drunk driving. 3

Before making its decision, NASCAR consulted with advocacy groups such as the National Commission Against Drunk Driving and other experts in the field of alcohol-related issues.

The president of the National Commission Against Drunk Driving said “what impressed me from the very start is they seemed to be really serious about having the marketing done in a responsible manner." 4

A dedicated portion of advertising by spirits companies in NASCAR will be solely focused on encouraging responsible drinking decisions, with all remaining advertising including a responsible behavior message.

According to NASCAR, 95% of those who attend NASCAR are 21 years of age and over; 88% percent of those who watch NASCAR on TV are 21 years of age and over; and the average age of a NASCAR fan is 38 years of age. 5

Motor sports sponsorships are not new for spirits companies. Spirits brands are sponsors in other racing circuits including the Indy Racing League® IndyCar® Series and International Race of Champions (IROC). 6

 

References:

  1. NASCAR to allow distilled spirits sponsorships in 2005. NASCAR.com, November 10, 2004.
  2. NASCAR to allow distilled spirits sponsorships in 2005. NASCAR.com, November 10, 2004.
  3. The Century Council web site (www.centurycouncil.org/about.html).
  4. Wharton, David, and Henderson, Martin. Next for NASCAR: Hard Liquor Ads. Los Angeles Times, November 11, 2004.
  5. NASCAR invites Spirits Sponsorships. Distilled Spirits Council of the United States (DISCUS) press release, November 10, 2004.
  6. NASCAR invites Spirits Sponsorships. Distilled Spirits Council of the United States (DISCUS) press release, November 10, 2004.

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