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NHRA tied for first in overall value for sponsorship in an independent report published in SportsBusiness Journal, a Charlotte, and N.C. based business weekly that covers the national sports scene. The report, which included NHRA for the first time, was in the Oct. 6-12 edition of the popular news magazine and is the first of a three-part series on sports sponsorship. NHRA was first overall in the category “Offer Good Value for the Money” and ranked in the top five in 14 of the categories among the featured leagues, including the NFL, NBA, PGA Tour and NHL. NHRA, the world’s largest Motorsports organization, ranked higher than the median average in all 16 categories utilized to assess sponsor satisfaction in their relationships with major sports leagues. Among the four major auto racing sanctioning bodies included in the report, NHRA ranked first or second in every category. “When I became president in 1999, we made sponsor relations a key initiative in our five-year strategic plan,” said NHRA President Tom Compton. “This survey and NHRA’s strong approval ratings are a result of the hard work and effort of NHRA and its racers and team owners working together with our sponsors to deliver the maximum results.” “NHRA is one of the best-kept secrets in all of sports, but it won’t be for long as people realize what NHRA can offer, particularly as it relates to sponsor value, return on investment, and the overall relationship between the sanctioning body, the racing community, and the sponsors. At NHRA, we have always worked hard to recognize the needs of our sponsors and help them to develop a value-based package that provides a great return on investment. The format of our sport affords us the flexibility to allow our business partners to participate and fully maximize their sponsorship programs in ways that perhaps more traditional sports can’t allow.” NHRA was first among auto racing leagues in eight categories: offering good value for the money; delivering exclusivity and protecting the client’s investment; flexibility of the property; offering good value-added programs; providing good service after the sale; coordinating programs between the league and teams; willingness to share databases; and providing in-venue assets. NHRA was second only to NASCAR among auto racing leagues in seven other categories; focus on providing a strong return on investment; providing a media package that meets sponsors’ needs; understanding sponsors objectives; being responsive to sponsors needs; being service-oriented; providing helpful research; and providing expertise to help deliver value. The chart below lists NHRA’s assessment percentage for each category compared with other major auto racing sanctioning bodies that were ranked in the independent report conducted by SportsBusiness Journal. The median percentage for each category also is listed. Each auto racing league’s overall rank per category among the 16 sports leagues is listed in parentheses; “T” before a number indicates a tie.
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