Finding The Perfect Fit

With the recent news of R.J.R.‘s possible departure from NASCAR’s elite
division, it has become a frantic rush to find the perfect fit to replace the
legendary Winston as the title sponsor. There have been many rumors of possible
replacements for Winston, such as U.P.S., Coca-Cola, and McDonald’s as well as
beer companies and automotive companies.

Though message boards online are piling up with such puns ranging from the
“brown bowl” to the “McCup”, few have serious answers to which company
can afford to put their name on the high price of NASCAR. It is no doubt that
the Winston Cup is a premier product, but that product comes at a premium price
also. Only a handful of companies can actually afford to host such a product.
Yes, U.P.S., Coca-Cola, and McDonalds could afford to do it as well as
Anheuser-Busch and Miller Brewing, but will the marketing schemes fit into the
equation on all? I’m not too sure.

For all companies, easy marketing questions must be asked. First of all, why?
Second, do we have competition in our field that justifies such a dramatic move?
Third, do we have a product diversified to fill all requirements in such a large
format? And fourth and final, can we afford a possible product that will cost
well over 75 million to start up? Now lets dive into this with the contestant’s
answers to the questions.

For the first question of why, UPS, Coca-Cola, McDonalds, Anheuser-Busch, and
Miller Brewing would all agree that it is a great adventure, and well worth the
dollar amount.

Do we have competition in our field that justifies the purchase? Though UPS
competes with FedEx, there’s really not too much go on there. Coca-Cola and
Pepsi have been rivals for decades and the battle in NASCAR has been quite
furious of late. McDonald’s is trying to find it’s way back on top with
companies like Burger King and Wendy’s, but neither of McDonald’s
competitors has even grazed the surface into major sports. All of McDonalds
professional sports campaigns haven’t been able to stop the demise of the fast
food giant. Anheuser-Busch already hosts the Busch series and moving up is a
possibility, but watching a Miller sponsored car, and a Coors sponsored car,
winning races consistently, and leaves then with a bitter beer face. I’m sure
that Miller Brewing wouldn’t like to see a Coor’s car lead 25 weeks of the
championship or the Budweiser car winning races not to mention all the Budweiser
gear in the stands.

The third question, are we diversified enough? How many UPS things can you
name? McDonald’s is diversified but its only sandwiches. Not too much to go on
there. The Big Mac award does not warrant this. Coca-Cola now becomes the
leader. With products such as Dasani water, Poweraide, Fruitopia, Mad River,
Minute Maid, and Nestea, Coca-Cola now can see the future.

The Twin 125’s can now be the Poweraide 125’s, replacing the traditional
Gatoraide 125’s. The Winston All-Star race can now become the “Classic”.

Race sponsors can now be easily filled with their own product if needed,
ranging from soft drinks to fruit drinks. The recent rivalry with Pepsi during
the Michigan and Daytona race where Pepsi is the race host can now be controlled
in their eyes and the Pepsi car doesn’t even run in a race but a few times a
year.

The last question was, can they afford it? Yes they can! The Coca-Cola family
sponsorship of 11 cars as well as associate sponsorship of Mears and McMurray
isn’t cheap. Dropping the smaller campaign for the larger makes the price not
seem so dramatic.

RJR’s departure was due to a lot of things outside the realm of racing. The
lawsuits against tobacco companies as well as the government’s issues of
promoting products to youths has made this a difficult road for the company.

These are all things that a company like Coca-Cola would not have to endure.
Coca-Cola and NASCAR could very well be the perfect fit.