From NASCAR Stickers to Buying Space on Kanye's Head

 - Feb 16, 2009
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?