All About Advertising Standards & Car Racing Sponsors

"TINA STULL: Hi. I'm Tina Stull, and I drive the Top Dragster for Interstate Batteries. On behalf of Expert Village, I want to talk to you about sponsorship in the world of racing. In racing, right now, the standard is about three to one. For every dollar they gave you, you, in turn give them $3 in advertising and you do that just typically like, look at wherever the print ad is, find out what that would go for if it were an advertisement and you can give them a set value or when it comes to exposure on TV or anything like that, you want to really be able to track them till how many minutes, what market it went out and that. So, there's a lot of extra responsibility in taking care of details; having to track everything, having to update all of your sponsors after a race and whatever. So, there's a lot that comes with it. So, a lot of guys, when they hear what really it requires, they realize they'd rather just work a little harder and forego the sponsorship and put maybe their business on the car."