200-MPH Billboard

200-MPH Billboard

by 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

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Overview

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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Product Details

ISBN-13:
2900760328124
Publisher:
MBI Publishing Company
Publication date:
01/28/2007
Edition description:
New Edition

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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