Government sponsorship brings NASCAR advertising costs to light
In a truly unique NASCAR deal, a village is set to sponsor a NASCAR Cup Series team.
Elk Grove Village, Illinois is a suburb of Chicago. It’s the largest consolidated business park in North America but the area is still looking for growth.
The industrial park is nearly 6 square miles of the 12 square mile area. It sits next to O’Hare International Airport as well as multiple major interstates.
The area is home to a population of 32,812.
The village was declared the 2022 Municipality of the Year. They note advertising is a useful tool for the village and it works. They’re marketed business slogan is, ‘Makers Wanted’.
They have announced a partnership with RFK Racing. The village will be the primary sponsor of the No. 6 during NASCAR’s Chicago Street race in 2023.
Specifically, the industrial park is the root of the sponsorship. The village is attempting to bring more manufacturing businesses to the area.
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Mayor Craig Johnson
The sponsorship announcement was made back on October 17th. The Mayor was there:
“Elk Grove Village is home to the largest industrial park in North America. We’re surrounded by incredible transportation options and our town works hard to make this a destination for businesses,” Mayor Craig Johnson said.
Johnson added, “Partnering with RFK for a marquee race allows us to reach a huge audience with a partner that shares a passion in American business and manufacturing.”
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Brad Keselowski on Elk Grove Village
Keselowski is the co-owner of RFK Racing. He also owns his own manufacturing business. Keselowski was on-hand in Illinois for the announcement of the new sponsorship.
“This is a one-of-a-kind partnership and one I am especially thrilled about,” said NASCAR Cup Series Champion Keselowski.
“Mayor Johnson and his team and residents of Elk Grove have a clear handle on the manufacturing industry, and have shown through many examples ways in which they give back to the community and surrounding areas.”
Keselowski added, “The Chicago race next year will be one of the most anticipated events in our sport’s history, and we’re proud to carry Elk Grove Village with us on board the No. 6 Ford.”
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NASCAR sponsorship costs, for a single race?
Sponsorship numbers are usually kept under wraps. The private teams are not required to release that information.
Data on sponsorship costs typically only come out during lawsuits and other court cases. And in most of those cases, the data shows a full season of sponsorship with a select number of races.
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This is a very rare situation.
The public owned Elk Grove Village will sponsor the team for just one race. And, those numbers are publicly available.
Elk Grove Village will spend $400,000 on their sponsorship of the No. 6 car, for the single race. It’s worth noting the Chicago Street race likely comes at a premium value due to the interest surrounding NASCAR’s newest event.
In 2020, Elk Grove Village spent $300,000 to sponsor college football’s Bahamas Bowl.
The Chicago Street Course event will be held during July 4th weekend in 2023. The track has been in the works for several years, this will be the inaugural event.
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Yearly breakdown of Farmers Insurance sponsorship spending between 2012-2016
Links
Brad Keselowski | RFK Racing | Elk Grove | Makers Wanted | NASCAR
