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200-MPH Billboard: The Inside Story of How Big Money Changed NASCAR / Edition 1
     

200-MPH Billboard: The Inside Story of How Big Money Changed NASCAR / Edition 1

by Mark Yost
 

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ISBN-10: 0760328129

ISBN-13: 2900760328124

Pub. Date: 08/15/2007

Publisher: Motorbooks

What began on the dusty racetracks of the rural South is now a world-class enterprise, as closely watched by Wall Street as by hometown racing fans. How NASCAR grew from its provincial roots to become a big business of international proportions is the story Mark Yost tells in The 200-MPH Billboard.

A seasoned sports and business reporter for the Wall

Overview

What began on the dusty racetracks of the rural South is now a world-class enterprise, as closely watched by Wall Street as by hometown racing fans. How NASCAR grew from its provincial roots to become a big business of international proportions is the story Mark Yost tells in The 200-MPH Billboard.

A seasoned sports and business reporter for the Wall Street Journal and contributor to the New York Times and the Sports Business Journal, Yost demystifies the economics and politics behind NASCAR sponsorship. His book takes us behind the scenes of some of the head-turning corporate deals that altered the way NASCAR does business.

From Junior Johnson’s contract with Darrell Waltrip and Mountain Dew, which announced a significant change, to deals between the likes of Dale Jr. and Budweiser, Tony Stewart and Home Depot, NASCAR and Fox Television, this book clearly tracks the subtle and not-so-subtle transformations that corporate sponsorship has wrought in recent years. And it offers a rare insider’s look at what these changes have meant for NASCAR and its devoted fans.

Product Details

ISBN-13:
2900760328124
Publisher:
Motorbooks
Publication date:
08/15/2007
Edition description:
First
Pages:
320

Table of Contents

Acknowledgments

Foreword

Introduction
Fifty Years of Racing at Daytona

One
A Good Old Boy Goes Courting
How NASCAR Wooed Corporate America

Two
The Suite Life
Inside NASCAR Corporate Hospitality

Three
Betting the Farm
The Early Days of NASCAR

Four
From Rags to Riches
Junior Johnson Turns Tobacco into Gold

Five
The Sponsorship Shepherds
Four Hundred Cases of Coffee and a Side of Viggy

Six
Mama, I'm Gon' Be on the TV
The Small Screen Revolution

Seven
When NASCAR Comes to Town
How Much Is That Track in the Midwest?

Eight
Speed Dating for Dollars
Inside the NASCAR B2B Council

Nine
See the Brown Truck Go
How UPS Took NASCAR to Mexico

Ten
Fantasy Accidents
Allstate's All-Star Ad Campaign

Eleven
What's DLP?
Educating the Public at 200 Miles Per Hour

Twelve
The Military Marches In
Recruiting at the Racetrack

Thirteen
Bringing the Big Show to the Little Store
How Associate Sponsorship Changed the Game

Fourteen
Teaching Old Brands New Tricks
A Wunderkind Helps Goodyear Leverage its Legacy

Fifteen
We're An American Brand
Toyota Comes to NASCAR

Epilogue
What's Next for NASCAR

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