Allenbaba said...
Yeah, Regan's a huge hockey fan, too.
To add to Danica, I spoke pretty candidly with a lot of people at the NASCAR media week in Charlotte a couple weeks ago (including drivers, team members, PR guys, NASCAR corporate guys etc) and they all kind of feel the same way about her - total fuck show. I think most resent her for attracting all of the attention by simply showing up. All these guys take racing really seriously and see her as nothing but a puff piece, and puff pieces don't go over too well in this culture. Maybe tennis and golf, but definitely not NASCAR. If she didn't have Tony Stewart in her corner, she'd probably get spun out every single practice lap (though I did talk to someone on Regan's team today and told him to tell Regan to spin her out in lap 10 at Daytona to give us all extra media coverage, to which he replied "she will have wrecked herself long before that." Ha.) Regan got a little talking to after he tweeted, "Maybe ESPN could cover Danica on ESPN2 and the other 50 plus cars on ESPN Classic or something." I did hear a funny story that a couple days ago, she was walking through the garage completely swarmed by reporters, and a camera guy in the middle of the pack fell down, and subsequently took out 6 or 7 other reporters/photographers who all tripped over him. He described it as "a mini soccer riot."
I'm pretty sure she's only racing in 10 Cup races. That bothers me. If you're going to do it, then do it, even if you never crack the top 30. 10 races is clearly just a media push.
Allenbaba said...
Just thought I'd share with the 5 of you on this board who give a shit (why don't more people here follow racing?):
Our client CSX (railroad) wanted to use NASCAR as a vehicle to communicate rail safety (basically, our contact is a big NASCAR fan, so that's the real reason. Though to be fair, there is a pretty big similarity between the typical NASCAR demographic, and the typical "got smoked by a train because I drove around the crossing arm" demographic, so it does work.)
We've done some events in the past at tracks, but this year he wanted to sign on with a team. We didn't love the idea since we're not a "paint and patches" kind of sponsor who can just slap logos on stuff. We actually need to communicate a safety message. So, after interviewing lots of teams and drivers, and deciding it was likely just a waste of money, we actually ended up falling in love with Regan Smith and Furniture Row Racing. Those guys are awesome. Talk about an underdog. One car team, fully self funded by Furniture Row, whose headquarters are in DENVER! The more time I spend with Regan and the rest of them, the bigger of a fan I become. I can't tell you how many dicks we met at Hendrick, Roush etc. A lot of ego and entitlement for a sport losing sponsors by the minute - but whatever. Furniture Row is out there because they love to race. Great guys.
Anyway, here's a picture of the bumper sticker we put on Regan's car for a number of races this year (including Daytona.) Let me know if you can spot it this weekend. I'll be hanging just outside the garage area wherever they serve beer. Go Regan! (His Q times were AWFUL.)
Allenbaba said...
Just thought I'd share with the 5 of you on this board who give a shit (why don't more people here follow racing?):
Our client CSX (railroad) wanted to use NASCAR as a vehicle to communicate rail safety (basically, our contact is a big NASCAR fan, so that's the real reason. Though to be fair, there is a pretty big similarity between the typical NASCAR demographic, and the typical "got smoked by a train because I drove around the crossing arm" demographic, so it does work.)
We've done some events in the past at tracks, but this year he wanted to sign on with a team. We didn't love the idea since we're not a "paint and patches" kind of sponsor who can just slap logos on stuff. We actually need to communicate a safety message. So, after interviewing lots of teams and drivers, and deciding it was likely just a waste of money, we actually ended up falling in love with Regan Smith and Furniture Row Racing. Those guys are awesome. Talk about an underdog. One car team, fully self funded by Furniture Row, whose headquarters are in DENVER! The more time I spend with Regan and the rest of them, the bigger of a fan I become. I can't tell you how many dicks we met at Hendrick, Roush etc. A lot of ego and entitlement for a sport losing sponsors by the minute - but whatever. Furniture Row is out there because they love to race. Great guys.
Anyway, here's a picture of the bumper sticker we put on Regan's car for a number of races this year (including Daytona.) Let me know if you can spot it this weekend. I'll be hanging just outside the garage area wherever they serve beer. Go Regan! (His Q times were AWFUL.)
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Allenbaba said...
I know what the bottom line $$ was, but it's hard to ballpark anything that would even come in handy for curiosity purposes, or be the least bit relevant in NASCAR conversations. Three reasons:
A) we didn't have to buy the entire TV panel, so they were still able to keep Denver Mattress on it. (We also have messaging on the fire suit, pit box and crew uniforms for 6 races.) B) There were MANY retail arrangements to our sponsorship (lots of signage at Furniture Row stores and ads in mailers and ads on delivery trucks, etc.) C) I think we got a big discount because Furniture Row Racing is a young, single sponsor team, and CSX is a giant fortune 250 company. The CSX logo associated with their team helps them a lot. It gives them good cred, and a good case study to go out and solicit other sponsors.
Plus, we basically paid for a "program." It wasn't broken up into line items. It was "here's everything you get, here's the bottom line cost." But, for curiosity purposes, here's a few observations I've picked up in my research:
A TV panel (that back bumper area) can run anywhere from about $50K a race to $300K a race depending on the driver and the race.
To be the title sponsor of the entire team/car for a single race (hood/paint scheme, uniforms, pit box etc), it's anywhere from $500K - over $1MM depending on the driver and race.
Furniture Row has a goal of racing another car for an entire season. I asked them how much CSX would have to pay to make that happen, and they said to put a car out there that could compete, it would cost about $25MM.
Hope that helps a little.
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NASCAR 2012 Season thread