That said, our role is to provide support to make the team competitive. It's not our role to get involved in safety discussions. Sponsors have an important role in the sport but typically leave racing operations to team owners and drivers, says Sean Brenner, managing editor of IEG Sponsorship Report, a trade publication in Chicago. Discussions will take place, and sponsors will weigh in. Companies and fans are aware of the risks, says Max Muhleman, president and founder of Muhleman Marketing, a Charlotte sports marketing company.
Fans are aware of how important sponsors are to the sport and realize they are taking a risk, too.
I don't think there has been any study that found fans abandoning a sponsor after a tragedy. Lowe's Cos. Inc. has seen three fans killed at the track by flying debris and dozens injured when a walkway collapsed. But the Wilkesboro-based home improvement chain did not lose business after the tragedies, company spokesman Brian Peace says. I think people are able to distinguish between an advertising partner at a speedway and the operators. Racing teams would certainly have to listen if sponsors did speak up.