Business in racing: Ford finds value in championship weekend, despite lack of 2009 titles
COMMENTARY
It’s Ford Championship Weekend at Homestead-Miami Speedway this weekend, but no Fords are leaving with championships this year.
In fact, since 2002, when Ford Championship Weekend was ushered in as the season finale for all three of NASCAR’s racing series, the sponsor has often watched rival manufacturers crowned. Matt Kenseth (2003) and Kurt Busch (2004) took season titles for Ford in the Cup series this decade, while Greg Biffle (2002) and Carl Edwards (2007) claimed championships in what is now the Nationwide Series.
Ford has no title hopes this year. Industry experts say the frequent shutouts are disappointing, but point to larger objectives and the possibility of winning one of the three weekend races as plenty of incentive for Ford to stay on as title sponsor.
When it comes to Fords taking the checkered flag for the Homestead race, the manufacturer’s record is much stronger. The Fords of Roush Fenway Racing’s Edwards, Kenseth and Biffle have combined to win five straight Sprint Cup finales in south Florida.
“Obviously, there’s much more value if a Ford driver and team win at Homestead and, were it possible this year, clinch the NASCAR Sprint Cup series championship in particular,” says Zak Brown, founder of Just Marketing International, a consultant to many NASCAR sponsors. (Just Marketing does not currently represent Ford or any other automakers in NASCAR.) “Ford’s event investment is for the overall weekend and is no doubt driven by the inherent drama contained in season championship-ending events.”
Executives at Ford acknowledge their desire to have one of their drivers claim the season title, but at the same time, they point to other benchmarks as guiding factors for making the sponsorship work.
Tim Duerr, Ford Racing’s NASCAR marketing manager, says the company has created and participated in a string of tie-in events with the Homestead weekend. In addition, the company sees value in putting its name on the final NASCAR events of the year — a unique role that creates discussion about Ford and the Homestead-Miami track well in advance of the races.
It’s also become an obvious target for showing off new car models and collecting addresses and e-mails from fans who might be persuaded to buy a Ford later on.
This week, the company plans some ride-and-drive events for the 2011 Ford Fiesta, a small car expected to debut in mid-2010. Ford is touting a 45-miles-per gallon performance for the Fiesta and hoping Homestead gets people talking about the Fiesta.
Last year, Ford debuted the first hybrid pace car at a NASCAR race during the Homestead weekend. Beyond product launches and demonstrations, the automaker says it sees great benefits from a 30,000-square-foot display at the track, where it can promote various models as well as extras such as high-tech options now offered or coming soon.
“It’s an objective to get as many fans to walk through our displays as possible,” Duerr says, pointing to what industry experts say can be one of the most valuable assets when it comes to sponsoring NASCAR teams and events.
The company’s current contract at Homestead-Miami Speedway runs through 2014. Duerr says it’s too early to discuss renewal, but he does say it has been a good one for Ford.
Curtis Gray, the track president, points to Ford’s willingness to create an all-around involvement in the championship weekend as a key to making the sponsorship broader than it might otherwise be. A charity gala, a fan event at the Seminole Hard Rock Hotel & Casino in nearby Hollywood, Fla., and a golf tournament all include significant backing and participation by Ford.
“We’re always looking for better ways to grow the sponsorship as a whole,” Gray says.
