NASCAR's Daytona 500 race attracts lots of automotive, insurance and oil brands. But it also pulls in brands from nonendemic verticals, such as fast food and CPG, that want to boost brand awareness and consideration by capitalizing on rapt viewer attention.
But brands are starting to do more than just slap creative on the sides of a race car. Automotive companies, including Chevrolet, Ford and Toyota, sponsor NASCAR teams, while other advertisers opt to support individual racers. Either option gives advertisers a prominent on-screen presence beyond branded car shells.
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