While many are captivated by the NASCAR Sprint Cup Series Daytona 500 in Daytona Beach, FL, it's not the cars or the racers, or even the celebrity attendees that have me captivated, but the sponsorship.
NASCAR wouldn't be possible without brand endorsement and advertising, so it's interesting to look at the evolution of sponsorship, especially at the height of the recession. While NASCAR still had plenty of high paying sponsors this year, not surprisingly, some reports say costs have dropped.
The cluster below is an examination of modern sponsorship innovation, including buzz over Michael Phelps and Kellogs as well as Mazda, highlighting ways in which brands are keeping themselves relevant (or not) and in the media. Will NASCAR continue the same sponsorship techniques, or innovate to keep with the times?
46 Spectacular Sponsorship Ideas
44
Kanye West Sells His Head For Ad Space
43
Topless Cycling
New Zealand "Boobs on Bikes" Parade
42
Backyard Skateboard Parks
Bob Burnquist's Mega Ramp
41
Free Pop
Coke Zero 400 'Taste of Victory' Celebration
40
Political Brand Sponsorship
Abercrombie & Fitch Back Obama
39
Anti-Steroid Awareness Campaigns
'Don't Be an Asterisk' Says Sponsor Johnson & Johnson
38
Levitra Sponsored Elevator Up Buttons
Get Up
37
Fashionable Auto Calendars
Volkswagen Scirocco 2009
36
Google-Backed Solar Panels
Nanosolar Photovoltaic Prints
35
Charitable Street Art
Tanqueray Style Sessions
34
Scientology is Newest NASCAR Sponsor
33
Canada's Biggest Sleepover
Dove Sponsors PJ Party for Self-Esteem
32
Turbodiesel Trophy Trucks
The 2008 VW Touareg Baja Racer
31
Sportvertising Digital TV
FCC Promotes DTV at NASCAR Sprint Cup Series
30
Stickers are the New Paint
NASCAR Teams Change Design Weekly
29
Soup Kitchens for Pets
The Animal Board
28
Olympic Brand Battles
Nike & Adidas for Beijing 2008
27
Mustache Sponsorship
‘Just For Men' Awards (Now For Women Too)
26
$5,000 Party Tickets
Lindsay Lohan to Host Mansion New Year's Eve Party
25
Strippers as Ad Mediums
Assvertising at Platinum Lounge
24
Corporate Sponsored Landmarks
Golden Gate Bridge Seeks Sponsor
23
Olympic Cereal Mascots
Michael Phelps Endorses Kellogg's Frosted Flakes
22
Tour de France Marketing
Branded Merchandise for Fans
21
Beijing Olympic Sponsorship Ads
Adidas "Impossible is Nothing" Runner
20
Hail Mary Endorsement Deals
Mazda Makes Michael Phelps Highest-Paid Sponsor in Chinese History
19
Working Out for Charity
The Plus 3 Network Matches Athletes to Corporate Sponsors
18
Buying Ad Space on People
Next Gen T-Shirt Marketing
17
Swedish Cell Phone Racing
Bizarre LG Vibration Games
16
Blowtorched Toast Art
The X Factor Judges Immortalized in Bread Sponsored by Warburtons
15
Fire Hydrant Canvases
The 'Sparx In The City' Project
14
Free Textbooks
Sponsored Ads Help Students
13
Race Car Sponsorship for Beginners
Sponsor 1 Race at a Time
12
Renting Out Eyelids As Ad Space
Feelunique.com Literally Pays Per Wink
11
Free Hotels for Creative People
The Creator's Inn
10
Youth Eco Sails
4 Year Pangaea Expedition
9
Mass Weddings
700 Couples Wed in Joint Ceremony
8
Sponsor A Hippo Roller For An African Community
Hippo Roller Project
7
Designer Talent Shows
Diesel Hosts The ‘Its#Eight Worldwide Design Competition'
6
Investing in Models
Buy Shares At BeautyHolding.com
5
Textbook-Free Universities
Flat World Books Are Free
4
Wardrobes as Sponsored Ads
‘I Wear Your Shirt' Turns Daily Fashion into Ad Space
3
Rafts Made of Junk
Algalita Awareness Sail for Ocean Pollution
2
Portable Adverbenches
Perfect Perch
1
P2P Marketing
MediaDefender Stops Spamming, Launches Free Sponsored MP3s
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Coke Zero's Tongue-Piercing in Brazil
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Kanye West Sells His Head For Ad Space
Kodak Uses Assvertising
When Film Dies, So Do Your Ad Standards
Street Art Body Ink
Banksy Tattoos
Battered Pinup Girls
Memphis Roller Derby Calendar 2008
20 Michael Phelps Stories To Celebrate Sportsman of The Year 2008
Vindictive Celebrity Exes
Lindsay Lohan's Ex Sells Her Naughty Photos
Celebratory Commercials
Visa Congratulates Michael Phelps in Beijing 2008 Olympics
Love or PR Stunt?
Lindsay Lohan's Lesbian Marriage
Weird Weddings
300 Ft Bridal Train
Assvertising Your Number
Che Magazine Ad
Living Dead Bombshells
My Zombie Pinup Calendar Means Halloween All Year Long
Historic Olympic Records
Michael Phelps Wins 8 Gold Medals in Beijing
Up Your Boss's Assvertising
Brilliant Job Hunting Ad
Recycling Retro Phones
ReCellular Donates $50 for Recylcing Ancient Phones
Miu-Miu Handbags
Lindsay Lohan Says Goodbye To Louis Vuitton, Hello To Miu-Miu
More Assvertising
Gene Simmons Promotes Show at the Hard Rock
Modified VW Bugs
Monster and Jet Powered Beetles
Cut-Out Mustaches
Nike Vintage Shows Love for Retro Facial Hair
Weddings in Igloos
Get Married in an Ice Church
Original Supermodels in Today's Magazines
Vanity Fair September 2008 Issue
Mega Ramp Skateboarding
100 Foot Jumps to Become the Standard?
Naughty Gaming Calendars
'Let's Play!' Has Sexy Workers as Game Characters
Designer Fashion Pinups
The 2009 Vogue Paris Calendar
Top 61 Unconventional Weddings
Modern Matrimony From Engagement to Divorce
31 Outlandish Races
From NASCAR to Bathtub Racing
T-Shirt Subscriptions
Special Delivery from T-Post in Sweden
Modern Art Hotels
HOMA Libre
39 Backpacks and Laptop Bags to Make "Back to School" Stylish
Canine Yogi Calendars
'Yoga Dogs' by Dan Borris
Olympic Branding
Adidas Ad Features Sui Feifei
Radical Advertising
Provocative Exhibit About Advertising (Adbusters, Banksy, LaChapelle)
Pregnant Belly Advertising
uBid Buys Belly for Less Than 9 Months
Drainage Graffiti
Brazilian 6emeia Project
Exotic Habitat Calendars
Pirelli's ‘Africa' 2009
Growing Every Beard Style
One Man's Extreme Facial Hair Quest
Second Hand Sexy
Lindsay Lohan's Sizzling 2nd Hand Clothes Ads
Pole Dancers Turned Runway Models
Yummie Tummie Shapewear's Naughty Fashion Week
Off-Road Mobile Home
TerraCross "Home On Wheels"
Headphone Design Competitions
Nokia Will Actually Create The Top 5
World Naked Bike Rides
Participation Doubles
Art That Expires
Edible Michael Phelps and More
Famous Hobos
10 Formerly-Homeless Celebrity Icons
CNC Toast Printer = X-Y Control System + Hot Air Rework Station
Reviving Olympic Sports
NBC Stalks Michael Phelps With New Championships Coverage
Top 27 Funky Boards
Snowboards, Surfboards & Skateboards
Olympic Athlete Book Deals
Michael Phelps Shares History
Homeless People and Their Weblogs Start to Get High Tech
Clock Donates Your Money To Charity When You Hit Snooze
SnūzNLūz Alarm Clock
All-Terrain Police Cars
Off-Road Russian Criminal Chasers
11 NASCAR and Racecar Innovations
Student Vehicle Design Contests
London Royal College of Art Kei Car Competition
Guerrilla Poverty Ads
Homeless Father Bob Bins
Museum Hotels
21C
Coffee Makers of the Future
Nespresso Design Contest Winners
Human Centipedes
Adidas Ad: Impossible is Nothing With 600 Million Legs
Toast Printer
Zuse Burns Designs Into Your Bread
4-Wheeled Off-Road Bicycles
The CarvX
Ultimate Off-Road Buggy Kit
Giant Baja 5B
Boosting Graffiti Love Via Regulations
The Best of English Street Art
Free T-Shirt Sites
Gitchers.com
Dripping Logos
Street Art By Zevs
iPod Optimized School Clothes
Marks & Spencer 2008 Back To School Collection
Cartoons on Toast
Pa, Panda Toast by Sega Toys
$6 Luxury Hotels
Hotel Cipriani Offers 1958 Rates
Social T-Shirt Shopping Communities
Rumplo
Choosing Between 14 Covers
V Magazine Fall 2008 Issue Features 14 Models
Consumer-Created Assvertising
Voyages Ad
Zero-Star Hotels
Swiss Nuclear Bunker Costs $9 Per Night
Drainage Graffiti (Part II)
Asics Brazil Ads
Crowdsourced Jewelry Creation
Swarovski Hosts Online Design Competition
Everyday Problem Lotto Ads
The Toto 3 Campaign Shows Common Setbacks are Easier With Money
Sleekly Surreal Vidvertising
This Celsius X VI II Commercial Leaves One Wanting More
Strippers as Ad Mediums
Assvertising at Platinum Lounge
A mobile "home" for the homeless
they deserve some design too!
Fitness-Focused Charities
One World Running
Online Vows
"With This Click I Thee Wed" Online & Off
Olympians as Funny Admen
Michael Phelps' Rosetta Stone Ad
Buying Ad Space on People
Next Gen T-Shirt Marketing
Presidential Music Mash-Ups
'Barack Obama Singing Sexy and I Know It' Should Get Him Re-Elected
Designer Clothing Exchanges
Lindsay Lohan for Visa Swap
Bread As Art
David Reimondo's Burned Toast
Museum Skateboarding
Helsinki Builds Skateboard Park in Art Museum
Sculpted Skateboards
Corbusboard Gasmask, Skeleton and Artistic Aluminum Decks
Post-Disaster Design Competition
"What if New York City. . ."
School Teacher Chic
BCBG Maxazaria For Back-to-School
Homeless Voting
Registering Park Benches as Addresses in Ohio
Road-Ripping Safety Ads
The University of Calgary, Qatar: Stitches Print Will Make You Squirm
Radical Elopement
Double Proxy Weddings
Real Life Junk Mail Removal
41Pounds.org Donates Profits to Charity
Clothes in a Can
Viidrio's Canned T-Shirts
Office Supply Disguises
Mustache Pencils
Renting Out Eyelids As Ad Space
Feelunique.com Literally Pays Per Wink
Facial Hair for a Cause
Late Night Beards
Jurassic Eco Car
Helios Off-Roader Spreads Solar Panels When Stopped
Smartphone-Savvy Animal Ads
The Samsung Peter the Elephant Video Puts the Galaxy Note on Top
Witty Wildlife Commercials
Slash and Betty White for the LA Zoo Promo is Goofy and Fun
Playing With Food
Tic Tac Toast
Remixing Street Art
Banksy Gets Jelly-Bean Redux
Acid House Smiley Kids
Has UK School Gone Too Far?