That's why more companies invest in auto racing for sports sponsorship - more than pro teams, golf or tennis. There is no other sport like auto racing that provides the corporate sponsor with so many different ways to merchandise and market its racing association. The role of the corporate sponsor has long been recognized in auto racing as a major and necessary component of the sport. Baseball,, football, basketball, hockey and other team sports do not permit the direct commercial sponsorship association that is offered and nurtured in auto racing. Support of the sponsor and its products or services is an accepted way of life.
Cars serve as moving billboards for the sponsor's logo.
When properly placed on the vehicle, the sponsor's graphics are highly visible to the fans in the stands and to TV viewers. Drivers support sponsors by wearing brand or corporate apparel at public appearances away from the race event to further the sponsorship association. Trucks which transport the cars to the racing circuit also serve as traveling billboards for the sponsor and its racing association. Products can be showcased at the track through hospitality functions and display exhibits where additional signage and product sampling opportunities are available. This is a much more liberal policy than is followed in other types of sports coverage and in hard news and feature stories.