When you think about it, sponsorships are more important in auto racing than any other professional sport. In baseball, football, soccer, hockey, golf, etc., individual players often have endorsement deals, but they don’t need them to compete in their sport. Racers very much depend on their sponsors to compete, even at the top levels.
Here’s a quote from the United States Auto Club FF2000 Media Guide: “As a marketing vehicle, auto racing is a proven winner. No sport attracts more corporate sponsorship dollars.”
As a result, racers are very adamant about keeping their sponsors happy, and it’s a big part of the sport—a detail that many might not think much about, like myself.
When I recently went to Fontana,...