By: Kari Shear-Carlson
(Wednesday, May 26, 2010) Motor sports has been one of the fastest growing sports over the last several years. Fans flock to see their favorite drivers compete at high speeds running side by side, lap by lap. But what is it that makes this sport continue to grow and gain diehard fans? The answer is simple: Sponsorship and Marketing.

Sports, especially stock car racing, have not always been considered a traditional means for companies to market their products and services. However all of that has changed as organizations have found ways to partner with drivers, teams, and racing organizations to create winning combinations for all of those involved.

The American Speed Association® Kwik Trip Midwest Tour presented by ECHO Outdoor Power Equipment and grandstay.net has some of the strongest sponsor relationships in the country. Sponsors want to be involved with organizations that provide a benefit not only to the organization, but also to its customers and race fans. ASAMT President, Tim Olson and Vice President, Steve Einhaus understand the importance of maintaining solid relationships.

“Our focus on sponsorship and marketing has been to drive sales and traffic. Promoting them and getting their name out there is one major factor, but introducing new Business to Business (B2B) opportunities for our partners expands the whole package ten-fold. They all have great opportunities to work exclusively with each other and to increase sales through those introductions by offering great opportunities to their employees and day-to-day customers,” exclaimed Steve Einhaus.

The ASAMT goes above and beyond what is required to create a win-win situation for all of its sponsors and fans. The ASAMT prides itself on being the leader of partnerships. Sponsors not only receive exposure, but with the ASAMT they are able to build relationships and partnerships with all of the series sponsors, creating a marketing package that is second to none.

Kwik Trip, ECHO, grandstay.net, Lester Buildings, Swiss Colony, and Interstate Truck Driving School, along with Best Buy Stores, are all excited about the future. The ASA Midwest Tour is not only the premiere racing series in the country, but is also the premiere marketing package today and in the future of short track racing. The ASAMT is building a Business to Business (B2B) package that unites companies to work with each other to drive sales through their employees, families, and friends.

Kwik Trip offers their Kwik Card and Best Buy Stores has the rewards Zone card. They are all teaming up to offer discounts and bonuses for making purchases at their stores. That is just one example of how this program can be as big as one wants it to be. Driving traffic is the key to success and this is something all of these companies know about and by teaming up with the ASAMT only benefits the process.

The excitement of stock car racing draws fans in and companies have taken notice of the large fan base and the opportunities to gain the exposure by sponsoring drivers, teams, series, and tracks. In addition to the flashing of their name and logo lap after lap, sponsors gain free exposure anytime their driver steps in victory lane or when a driver provides a plug during an interview. This type of exposure in other advertising venues can cost thousands of dollars. Not only does this benefit the organizations, but it continues to help fund the race teams so that they can return week after week.

Race car drivers are many times seen as heroic figures. They risk their lives each every week and are free to express their personality, and fans love to be a part of it. Fans will go to the ends of earth to get an autograph or picture with their favorite driver. It is this kind of driver loyalty that can lead to brand loyalty by race fans.

“Building partnerships has been fulfilling to watch and the loyalty from our fans, teams, companies and sponsors over the past few years has been amazing. People buy their gas at Kwik Trip and their Outdoor Power Equipment from ECHO dealers because of our partnerships. That is what the sponsorship program is all about, and we are excited for our new series partners to begin to see the sales driven success throughout the year,” added Einhaus.

Sponsors have reaped the benefits of supporting the racing community and it continues to grow. The relationship between sponsors and their partners is a continuous cycle. Companies want to do business, media wants to write stories, track owners want to keep drivers and fans returning to the track week after week, and racing sanctioning bodies want both the fans and the sponsors to benefit from the marketing opportunities that arise before, during and after a racing event.

The relationships that the ASAMT has made over the past several years have only gotten stronger and the partnerships continue to grow. It is for this very reason, that large companies like Kwik Trip, Best Buy Stores, ECHO, grandstay.net, Lester Buildings, Swiss Colony, and Interstate Truck Driving School have secured their relationships with the ASAMT.

Organizations continually seek new opportunities to gain exposure for their product or service. By supporting those companies that you see at your local race track, on your favorite driver’s car, or the ones that make an entire racing series possible, you become a major part in making each and every racing event possible.

Stay tuned for more information about how you can benefit from supporting the sponsors of the ASA Midwest Tour.

To learn more about the American Speed Association® Kwik Trip Midwest Tour presented by ECHO Outdoor Power Equipment and GrandStay Residential Suites Hotels and Crossings by GrandStay Inn & Suites, log on to www.asamidwesttour.com or call the ASA Midwest Tour office at (262) 514-3880 or e-mail Tim Olson at tim@asamidwesttour.com or Steve Einhaus at steve@asamidwesttour.com.

If you would like to learn more about the ASAMT series sponsors, please visit their websites: Kwik Trip, Inc. (www.kwiktrip.com), ECHO Outdoor Power Equipment (www.echo-usa.com), and GrandStay Residential Suites Hotels and Crossings by GrandStay Inn & Suites (www.grandstay.net).

To learn more about the Midwest Sportsman Tour log on to www.asamidwestsportsman.com.

To learn more about the ASA Midwest Truck Tour log on to www.asamidwesttrucks.com.

To learn more about the Daytona Beach, Florida-based Racing Speed Associates or the American Speed Association® Racing Member Track program, call (386) 258-2221 or send an e-mail to info@asa-racing.com. For news and information from racetracks and regional tours involved in the American Speed Association®, visit www.asaracing.com.

ASA®, ASA Racing®, and American Speed Association® are registered trademarks of Racing Speed Associates, LLC. ASA International, LLC or Racing Speed Associates, LLC are not related to or affiliated with the ASA Late Model Series.