This past Sunday, as we all watched rookie Trevor Bayne win the Daytona 500 by edging out a field of seasoned Sprint Cup pros, we couldn’t help but laugh at what great value his current sponsors were getting! Despite the innocent rookie move of forgetting to thank his sponsors in the post race interview, he was providing some serious value to his corporate backers.
Now let’s talk about the reality of the situation moving forward. Trevor Bayne is barely 20 years old and on the top of the world. Of course, while no one may even expect him to win the rest of the year (he isn’t even slated for the whole season at this point), one thing is for sure, guaranteed media attention. He is a media dream and an onslaught of new fans (over 20,000 new twitter followers since winning the race) will catapult him into the big time and the sponsorship should follow.
Sponsors that are considering whether or not to support Bayne have the opportunity to align with him right after his big win and be the saving grace that ensures his presence in NASCAR. Besides the long term results, these sponsors would immediately receive praise from his legions of new, soon to be loyal fans. We already know from past Performance Research Independent Studies that 72% of NASCAR fans would almost always or frequently choose the brand they associate with NASCAR over one that is not associated with NASCAR, and we can only expect this number to hold true for the sports new golden boy, if not be even higher.
That being said, we are keeping our ‘SponsorEye’ open, looking for the brand that jumps at this opportunity and attempts to make Trevor Bayne the household name that he has so much potential to become. In the meantime we anxiously wait to hear what Trevor decides to name his very own sundae later today at Ghirardelli Square in San Francisco!
For more on Performance Research and our Independent Studies check us out at www.performanceresearch.com