NASCAR and Coca-Cola enhance sponsorship measurement
Geoffrey PrecourtWarc
The Coca-Cola Co., through a partnership with NASCAR, is getting a more detailed insight into the return on its sponsorship investment than could have been realized just a few years ago.
In the past, the Coca-Cola Racing Family – the formal unit inside the soft drinks firm that focuses on NASCAR programs – typically used the sport as a means to get its logo in front of an audience that had already demonstrated an affinity with its brand. In 2004, for instance, the images in television spots tapped this enthusiasm for...