Sponsoring an event like NASCAR at Watkins Glen International is either a good move for your business or a complete waste of time and money.
It all depends on what your company is trying to achieve.
Finger Lakes Wine Country sponsored Friday night’s K&N Pro Series 100 Race.
For Wine Country, it was an easy ‘yes’ when WGI reached out because of the established relationship.
“We work with them year-round, and we promote the Finger Lakes Wine Festival,” Wine Country President Laury Poland said. “We promote the beer festival.”
“We are in wine country,” WGI President Michael Printup said. “We need to celebrate the wine country. We have some of the best wines in the world, so for me, it was a no-brainer to get on and talk to Finger Lakes Wine Country and Laury, Christina, Theresa, and the whole team, and get them involved in coming out here.”
It doesn’t come cheap though. Poland can’t talk specifics but says the racetrack provides options seeing what sponsors can afford.
Take victory lane, for example. The dollar amount depends on how many signs you have on victory lane, the sizes of your signs, and the positioning of your signs. Finger Lakes Wine Country’s logo was the biggest located front and center which means it probably paid the most.
Sponsoring goes beyond signage too. It can include providing meals at The Glen Club or inviting attendees into the pit.
Having the same audience as NASCAR – like families, married couples, singles, and groups – is also important and serves as a benefit to the company because it targets its customer base.
Poland says the exposure is worth the money.
“You get national and international media coverage because of it, so the investment is by far one of the smartest things we’ve ever done,” Poland added.
Wine Country says being a sponsor also creates awareness because it doesn’t only arrange wine tours for visitors, something many people think when hearing the company name. Sponsoring helps inform tourists that it also provides options for local activities, accommodations, and more which it believes extends to an ever larger target audience.