NASCAR and brand loyalty

February 14, 2009

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In the expensive sport of NASCAR racing, team owners depend on sponsors. Sponsors pay millions of dollars to have their logos emblazoned on the side of cars. Many NASCAR fans are intensely loyal not only to their driver, but also to the brands he endorses.

I have been a fan of Tony Stewart for as long as I have been a fan of NASCAR. Unfortunately for Tony’s sponsors, I am anything but loyal to them.

Tony has driven three different makes of cars in Winston/Nextel/Sprint cup races – Pontiac, Chevy, and Toyota (winning championships in a Pontiac and Chevy). Every car I have ever owned has been a Ford.

Tony’s primary sponsor until this year was Home Depot. Home Depot is OK, but I live very close to a Menards and do most home improvement shopping there.

Tony is sponsored by Coke. Coke is my third favorite cola, behind Pepsi and RC.

This year, Tony’s primary sponsor will be Office Depot. Of course, I tend to shop at Staples …

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