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NASCAR Camping World Trucks Series
TRUCKS: NCWTS Weathers Tough Economy, Gains New Team Sponsors
The NASCAR Camping World Truck Series is seeing a continued growth in television ratings on SPEED...
Megan Englehart  |  Posted October 21, 2009   Charlotte, NC
SPEED.com - The Online Motor Sports Authority
NASCAR CAMPING WORLD TRUCK SERIES WEATHERING TOUGH ECONOMY, GROWING TV RATINGS AND PROVIDING NASCAR ENTRY POINT

TRUCK SERIES RETURNS TO ACTION ON SPEED™ SATURDAY AT MARTINSVILLE FOR FIVE-RACE DASH TO CHAMPIONSHIP

CAJUN INDUSTRIES: ‘(THE TRUCK SERIES) MADE IT POSSIBLE FOR US TO TEST DRIVE HOW WE COULD MAKE NASCAR SPONSORSHIP WORK TO BETTER OUR COMPANY’

While the sluggish economy continues to test the business models of all forms of motorsports, the NASCAR Camping World Truck Series is seeing a continued growth in television ratings on SPEED and renewed interest from businesses looking for a point of entry into NASCAR.

Along for the ride in Saturday’s race at Martinsville Speedway (1 p.m. ET live on SPEED™; NCWTS Setup with Krista Voda at 12:30 p.m. ET) are several sponsors picked up since the year began at Daytona, without whose help many teams couldn’t compete on a weekly basis. For a glimpse into the stability of the Truck Series, just take a look at the influx of new sponsors this season, as well as the steadfastness of some of the oldest and most loyal ones.

Sponsors new to the Truck Series in 2009 include, but are not limited, to:
PC*MILER Navigator (Nos. 5 and 81 Randy Moss Motorsports Toyotas); Copart (No. 30 Germain Racing Toyota and No. 33 Kevin Harvick Inc. Chevrolet); Zachry (No. 24 HT Motorsports Toyota); One Eighty (No. 81 RMM Toyota); Cajun Industries (No. 25 HT Motorsports Toyota); Safe Auto (No. 60 Wyler Racing Toyota); Longhorn (No. 33 KHI Chevrolet); and Ventrilo and Tilted Kilt (No. 30 Germain Racing Toyota).

So, why the foray into NASCAR now, especially amidst one of the toughest economic climates the world has seen in years?

“We were fortunate to have a solid book of business at a time when other companies were feeling the effects of the shrinking economy,” said Ken Jacob, President and CEO of Cajun Industries, in its first full year as Truck Series sponsor. “Not only is Truck racing exciting, but it is the most affordable series, which made it possible for us to test drive how we could make NASCAR sponsorship work to better the company.”

On the opposite end of the spectrum are long-running corporate backers such as Con-way Freight (No. 6 Roush Fenway Racing Ford), Miccosukee Resorts (No. 51 Billy Ballew Motorsports Toyota), Lumber Liquidators (No. 30 Germain Racing Toyota) and MaxxForce International (No. 10 Circle Bar Racing Ford).

International currently is tied with ASE as the series’ longest-running sponsor and will surpass ASE in 2010 for the distinction. The company entered the Truck Series in 2001 with parent company Navistar’s Power Stroke Diesel brand.

“We have built strong relationships with the teams and drivers we have supported and they have provided us a venue to build our business where customers can have a unique experience and access to sport figures like no other sport can provide,” said Bob Carso, Director of Marketing and Global Brand Strategy for Navistar Engine Group. “Only NASCAR provides that type of ‘locker room’ experience for sponsors and fans.”

The Truck Series’ mix of young talent and veterans, in addition to its casual atmosphere, gives its sponsor pool some unique opportunities and offers a versatile product for a wide variety of companies.

“The Truck Series was a good fit for us for a couple reasons,” said Jason Childers, Vice President of Brand Strategy for One Eighty, first-year sponsor on the No. 81 Toyota. “First, we wanted to grow with Tayler (Malsam). He is a rookie … and we hope to be a part of his growth for years to come. Second, the cost of entering NASCAR as a Truck Series sponsor is pretty easy to fit into a marketing budget. You can test the waters and figure out how you want to grow your investment down the road.”

“This is our first full year as a sponsor in NASCAR but the Truck Series has a great fan base and it has served us well,” said Karla Blackstock, Senior Marketing Director for Zachry. “The at-race events and David’s (Starr) jobsite visits have given us the opportunity to touch nearly 90-percent of our employees … With television coverage for the Truck Series increasing, Zachry has benefited from the great exposure and visibility … The Truck Series has been the ideal sponsorship.”

Many concede that with its increased ratings in 2009, up four percent year-to-year and coming off consecutive events with double-digit ratings increases, coupled with tight competition and less expensive sponsorship packages than the NASCAR Sprint Cup Series, the Truck Series is the best racing bargain around.

“The Truck Series seems to be a great price point for sponsors,” said Kevin Harvick, co-owner of Kevin Harvick Inc. “Here at KHI, we’ve been fortunate that our sponsors have been able to get a great deal of exposure whether it is TV, radio or print.”

“I can think of so many times when our Truck Series broadcast crew went out of their way to promote a new product or service that was onboard a truck that week,” said Krista Voda, host of NCWTS Setup. “Our pre-race show usually sets up right in front of the starting grid. That means the pole-winning truck is front and center for an entire half-hour. How much would a 30-minute commercial cost? In the Truck Series, you could get it with your sponsorship.”

And in this day and age, any added value is a significant value.

SPEED, now in more than 79 million homes in North America, is the exclusive home of the NASCAR Sprint All-Star Race, Gatorade Duel at Daytona, NASCAR Sprint Pit Crew Challenge and the NASCAR Camping World Truck Series. The only network delivering live, at-track programming all season long, SPEED offers the definitive pre- and post-race NASCAR Sprint Cup Series programs – NASCAR RaceDay and NASCAR Victory Lane, as well as other popular NASCAR programs including NASCAR Race Hub, Trackside Live, NASCAR Performance, NASCAR Live!, This Week in NASCAR, NCWTS Setup and NASCAR in a Hurry.
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