“Brands Get a Free Ride”- JGR President Unmasks Hidden Benefits Behind NASCAR Sponsors’ Advertisements

In NASCAR, some driver-sponsor duos are iconic. Be it FedEx & Denny Hamlin or Anheuser Busch & Kevin Harvick, many sponsors have created their fanbase. Being one of NASCAR’s most popular and best teams in its history, Joe Gibbs Racing is a lucrative opportunity for sponsors to invest their time and money. However, the sponsorship crisis has also affected JGR, and the management is actively looking for profitable sponsors.

Revealing another method that has yet to be explored by other teams, JGR President Dave Alpern told a trick to give their sponsors more exposure in an Instagram post. Disclosing the advantages of the sponsoring companies, Alpern said that when NASCAR drivers feature in commercials with their racing gear or cars in them, it gives a free boost to all of their sponsors.

Joe Gibbs Racing, president, explains sponsorship brands’ advantages through commercials

Commercials are the easiest way to showcase a partnership. Millions of people watch these advertisements on TV broadcasts, social media, and content platforms. This makes it easy for a driver or team to advertise their sponsoring partners, even those not involved in the commercial. Joe Gibbs Racing has had some big names as sponsors over the years.

From Monster to FedEx, many sponsors are funding the team’s cars. President Dave Alpern, at the top of the executive hierarchy, understands the importance of such commercials. “One of the benefits of being a sponsor is getting free commercials,” said Alpern. “As an example, when Toyota was a national ad, they used different cars from our race team. What was on the cars? Other brands.”

Dave Alpern cited suitable examples, saying, “So whether it is Bass Pro Shops or Stanley, FedEx or Monster, when Toyota does a commercial and includes those race cars, those brands get a free ride with their partner Toyota. Coca-Cola might do an ad with Denny Hamlin; the brands that are on Denny’s uniform get a free ride as part of that. That is one of the benefits of being the identity of the team.”

Coca-Cola doing an ad with Denny Hamlin means that Hamlin’s primary sponsor, FedEx, will get some of the limelight along with his other sponsors. As a result of the advertisement, many companies on Denny’s car or firesuit will receive some popularity from it. Summarizing his thoughts in a single sentence, Alpern added, “When the other partners do advertisements, the other sponsors get a free ride.”

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With the off-season in motion, teams and their sponsors could use some help from commercials. The sponsorship scarcity has forced many drivers out of teams, and one such example is Aric Almirola. Almirola is touted to join Joe Gibbs Racing after his primary sponsor at Stewart-Haas Racing, Smithfield Foods, left the sport.

Aric Almirola continues his search for a ride

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Last week, JGR team owner Joe Gibbs allegedly spilled his plans to recruit Aric Almirola to the team. However, rumors and speculations aside, Almirola has been searching for a ride that will allow him to take part in a limited number of races.

A preferred role would be a part-time ride in the Xfinity Series, and JGR could be the perfect destination for it. Having already announced his plans to not retire in 2024, he could be a great option to add to NASCAR teams. Aric Almirola had decided to retire at the end of the 2022 season and has had to extend his stay in NASCAR due to pressure from his primary sponsor and Stewart Haas Racing.

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After considering his options, Almirola announced that he would shift his retirement to the end of 2023. However, as Smithfield Foods left NASCAR, the veteran changed his mind and opted for a role that would transition him to retirement. The former driver of the SHR No.10 Ford has plenty of options and could even drive for JGR in 20204. Should he choose a different option from the big teams, he’ll need help finding sponsors amid the ongoing scarcity of partners in the sport.