Gentlemen, start your engines–the 2023 NASCAR season kicks off this Sunday with the Busch Light Clash at The Coliseum in Los Angeles. How will this year’s sponsorships stack up vs. 2022? Let’s review last year’s stats.
Fittingly, the Auto category was the most active during the 2022 season, totaling 388 sponsorships with NASCAR teams. Construction & Industrial took the second spot with 289 partnerships, followed by Business Services with 111 deals.
Within the Auto category, Chevrolet secured 27 sponsorships–the most deals of any brand overall in NASCAR. WIX Filters followed with 20 deals, while Mobil1 was #3 with 17 sponsor deals.
More than 1,500 brands bought sponsorships and media across NASCAR teams, with Chevrolet, Mechanix Wear, and WIX Filters leading the list (in that order). B.J. McLeod Motorsports had 91 sponsorships–the most of any NASCAR team, which averaged 28 deals per property. Alpha Prime Racing was #2 with 65 deals, followed by Spire Motorsports with 59.
Within NASCAR race tracks, there were 971 active brands buying sponsorships / media last year, led by GEICO (24), Xfinity (23), and Safety Kleen (20) in the top 3 spots. The average number of deals per track was 40.
In the all-important social media space, Hendrick Motorsports led the list of most followed NASCAR teams, with 2.3M followers across all platforms in 2022. Joe Gibbs Racing ranked second with a gross following of 1.7M, while Stewart-Haas Racing landed in third place with 1.4M.
The 1,500-plus brands that partnered with NASCAR teams engaged 21M followers cumulatively in 2022, while the 971 NASCAR track brand partners had a combined total engagement of 1.5M.
As NASCAR continues its rise in popularity, new categories have begun to open up. For the 2023 season, Cabo Wabo was named the first-ever Official Tequila of NASCAR and will also sponsor Daytona International Speedway, Kansas Speedway, Michigan International Speedway and Talladega Superspeedway.