The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth
Stephen W. Pruitt University of Missouri—Kansas City
T. Bettina Cornwell University of Queensland
John M. Clark University of Southern
Authors are grateful to Max Muhleman, president of IMG/Muhleman Marketing, JAR editor Joseph Plummer, and two anonymous referees for helpful comments.
“When a sponsor spends money, they want a return on their investment.”
Bill King, Sports Business Journal
BORN IN 1948 of the most humble circumstances, the National Association for Stock Car Auto Racing (now known simply as NASCAR), through careful attention to both its fan base and...