Pure Michigan will not return as entitlement sponsor of NASCAR race

So what does it cost to sign on as the entitlement sponsor for a NASCAR race?

Pure Michigan has spent at least $4,947,500 in advertising for the NASCAR race at Michigan International Speedway since 2011.

The Pure Michigan brand has pumped $4,947,500 into Michigan International Speedway in the last 7 years. However, for 2019 they will take the brand in a new direction.

Since 2011, the race has been classed the Pure Michigan 400. Now, the state’s tourism campaign will take a new direction while remaining a sponsor of the race track, in a much smaller capacity.

“We launched our sponsorship of the August race at a time when we were still primarily focused on growing awareness of the Pure Michigan brand,” Lorenz said in an email. “Particularly among a demographic that was different from our broadcast advertising campaign audience of women age 25 to 54,” Dave Lorenz, vice president of Travel Michigan told the Jackson News.

“Today, opportunities to take a more targeted approach to marketing mean we can deliver interest-specific information to audiences that overlap with those attending the race at MIS through our digital campaign efforts,” Lorenz said.

“Our relationship with this tremendous track has always been greater than that of a race sponsor,” Lorenz said. “And there is no question we will continue to stay engaged with MIS moving forward.”

The Pure Michigan 400 is run on the August portion of the NASCAR schedule. The Michigan based track has a second NASCAR event which is hosted in June. That race will be sponsored by FireKeepers Casino.

So what are the costs associated with sponsoring a NASCAR race?

Typically, NASCAR race sponsorship costs aren’t revealed. However, do to the Freedom of Information Act the division of the government based advertiser is required to release their costs.

Pure Michigan Advertising Numbers

2017: $725,000
2016: $700,000
2015: $675,000
2014: $675,000
2013: $625,000
2012: $575,000
2011: $335,000

Additional costs

Broadcast Naming Rights for 2011: $637,500

Michigan International Speedway was constructed in 1968 at a cost of $2-4 million. In the 1970’s NASCAR team owner Roger Penske purchased the speedway. He invested in upgrades to the complex including a new grandstand capacity of 125,000.

In 1999, the track was purchased of International Speedway Corporation. The venue now has a wide range of races including: NASCAR Cup Series; NASCAR Xfinity Series; NASCAR Camping World Truck Series; ARCA Racing Series; Formula SAE.

In addition, the speedway also hosts a wide variety of non-motor racing events: Michigan High School Athletic Association; Make-A-Wish Bicycle Tour; Concerts; Driving schools; Michigan Wine and Beer Festival; Faster Horses Festival.


Related: NASCAR attendance down; Race track revenue numbers

Related: Monster Energy asks for another extension in regards to NASCAR entitlement sponsor deal


Pure Michigan | Michigan International Speedway