Sponsorships have fuelled the growth of every sport. Being one of the most popular racing sport in the United States, NASCAR has been a lucrative option for companies to gain popularity and revenue. However, in recent years, the situation around sponsorships has been unsettling. Drivers have found it hard to find a partner, which also dissuades teams from renewing contracts. Former NASCAR driver Kenny Wallace believes this is just how ‘corporate America’ operates.

‘The Hermanator’ has been on and around race tracks for a long time. Having raced in an era where sponsors made their way into NASCAR and were more communicative and interactive with the drivers representing their brand, Kenny has significant experience with sponsorships. Like many other former drivers, Kenny has also voiced his concerns. The decrease in NASCAR’s overall popularity can also be attributed to the declining interest of sponsors from their respective drivers.

Kenny Wallace denounces American sponsors

NASCAR sponsorship has many facets. There are title, primary, and associate sponsors, who form a union of sponsors that fund teams. Sponsors backing out of a deal can pose major hindrances to a driver’s career. Last year, Kyle Busch and Joe Gibbs Racing were in a tough situation that eventually forced Busch to move to Richard Childress Racing.

The Cup Series, being the most expensive series in NASCAR, demands a hefty cost from the sponsors. Kenny Wallace recently highlighted the urgency of the scenario on ‘The Kenny Conversation’.

“In NASCAR, you’re always looking for sponsorship. So you’re just 24×7 on the phone trying to find sponsorship. There’s an old saying, ‘If you’re going to play, you got to pay.’ Learned that years ago. December 19th, that’s when all the companies start going; ‘Well we’re getting out of town right now. We’re leaving our desks, and we’ll get back to you after the first of the year’.”

The latter months of the year are the usual time for NASCAR teams to engage in sponsor-related activities. Although drivers and their managers consider their options throughout the year, an intense racing schedule could prevent that. Kenny points out that even when drivers are in a conundrum, companies are notorious to show a relaxed approach to it.

“It’s a pain in the a** because they just shut their stuff down, and they are gleeful about it. They’re so excited. They won’t come back to the desk until January 9th. When they get back to that desk, on January 9th, they’re going to act like they can’t find anything. Don’t call on January 9th. In some cases, for the ones that really stretch it out, January 15th.”

The veteran, elaborating on the same, also warned drivers to get their deals done before corporate America’s deadline.

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Primary sponsorships can range from $30,000 to $300,000 for a Cup Series car based on the team and the sponsor’s stature in the sport. That is a big money affair for a race car driver. Kenny Wallace continued right from where he left off and stated there was a time frame drivers needed to stick to if they wished to finish the paperwork in time.

“So, the moral of the story for all you racers out there: If you don’t get it done by December 19th..Warning: if you don’t get your sponsorship stuff wrapped by 19th, just take a chill pill. It’s aggravating..Corporate America shuts down and they will not even think to do anything, and January 15th is stretched because they are still cleaning their desk off and getting back.”

The corporate off-season and the sponsorship scarcity has been detrimental to the drivers. Xfinity and Truck Series see a lot of movements in the drivers list for the same reason. Aric Almirola’s exit from Stewart-Haas Racing has been another consequence of the sponsorship shortage. On another note, Wallace also reminded people about America’s corporate houses’ unwillingness to spend in January.

He said, “Here’s the other deal in January: corporate America ain’t spending that much money. Zero. They ain’t doing nothing.”

NASCAR has looked into possible solutions for this problem for some time. The officials have taken valuable input from teams and sponsors to see what can be done to improve job safety. If the situation escalates any further than what is currently is, it could never be good for NASCAR.

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