200-MPH Billboardby Mark Yost
The 200-MPH Billboard: The Inside Story of How Big Money Changed NASCAR chronicles how NASCAR evolved from a small, Southern pastime to an international multibillion-dollar business. Since the day Darrell Waltrip first thanked God, Gatorade, and Goodyear, NASCAR and corporate America have been partners. In this book, seasoned sports and business reporter/i>… See more details below
The 200-MPH Billboard: The Inside Story of How Big Money Changed NASCAR chronicles how NASCAR evolved from a small, Southern pastime to an international multibillion-dollar business. Since the day Darrell Waltrip first thanked God, Gatorade, and Goodyear, NASCAR and corporate America have been partners. In this book, seasoned sports and business reporter Mark Yost offers a rare inside look at those partnerships, which now include the cream of the Fortune 500.
Yost, a frequent contributor to the Wall Street Journal Arts and Leisure pages and a columnist for Sports Business Journal, highlights how NASCAR sponsorships have grown from Richard Petty’s record-setting deal with STP for $200,000 in 1972 to the $20 million sponsorships that are common today. He chronicles everything from the successes—and struggles—of early NASCAR legends Ned Jarrett and Junior Johnson to Dale Jr.’s $10-million-dollar signing payday in 1998. He also traces the business-to-business (B2B) sponsorship model that was first developed by R. J. Reynolds in the 1970s and honed in the 1980s by Tide, Country Time, and Maxwell House.
Moving into the modern era, Yost explains why NASCAR’s fertile B2B environment is luring a litany of Fortune 500 corporations. They join the NASCAR B2B Council and get a seat in the glass-enclosed suites at the track, the new smoke-filled room where million-dollar deals are hatched. This is where NewPage Corporation sold more than 29,000 tons of paper and UPS first proposed an at-track delivery service that has grown 174 percent since 2002. It’s where Best Western met Dominoes and the Allstate girls first fantasized about KaseyKahne. When you’ve finished reading this book, you’ll know exactly why NASCAR has become the hottest new place to seal the deal.
Mark Yost has reported on sports and business for nearly twenty years. He has written for the Dow Jones Newswire and the editorial pages of the Wall Street Journal. Yost continues to write for the Wall Street Journal Leisure and Arts pages, where he writes about the business and economics of sports, as well as Street & Smith’s Sports Business Journal and other publications. Yost is also the author of Tailgating, Sacks, and Salary Caps: How the NFL Became the Most Successful Sports League in History.
He lives in Lake Elmo, Minnesota, but calls Brooklyn, New York, home.
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Table of ContentsAcknowledgments
Fifty Years of Racing at Daytona
A Good Old Boy Goes Courting
How NASCAR Wooed Corporate America
The Suite Life
Inside NASCAR Corporate Hospitality
Betting the Farm
The Early Days of NASCAR
From Rags to Riches
Junior Johnson Turns Tobacco into Gold
The Sponsorship Shepherds
Four Hundred Cases of Coffee and a Side of Viggy
Mama, I'm Gon' Be on the TV
The Small Screen Revolution
When NASCAR Comes to Town
How Much Is That Track in the Midwest?
Speed Dating for Dollars
Inside the NASCAR B2B Council
See the Brown Truck Go
How UPS Took NASCAR to Mexico
Allstate's All-Star Ad Campaign
Educating the Public at 200 Miles Per Hour
The Military Marches In
Recruiting at the Racetrack
Bringing the Big Show to the Little Store
How Associate Sponsorship Changed the Game
Teaching Old Brands New Tricks
A Wunderkind Helps Goodyear Leverage its Legacy
We're An American Brand
Toyota Comes to NASCAR
What's Next for NASCAR
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