Study rates NASCAR sponsors

In a recent study that rated consumers' recall of NASCAR sponsors, Coca-Cola Co. was a big winner while FedEx … not so much. FanLab, an Atlanta-based company, did the study to calculate which NASCAR sponsors consumers recalled when not prompted. In the June study of 1,044 consumers – of which 518 self-identified as avid or casual NASCAR fans – Coca-Cola came in fourth. That is a relatively high ranking for Coke, said Brian Evans, FanLab's director of client relations, given the company doesn't have its own car. The beverage giant is, however, the official "non-alcoholic beverage," the "official soft drink" and "official sport drink" of NASCAR. It also sponsors 14 drivers and has its name on two races. The companies that ranked highest have sponsored teams, however, and in some cases, racetracks and winning drivers: Budweiser was first, Home Depot was second and Lowe's third. FedEx, which sponsors a driver, failed to break the top 25 while the "official delivery service" and team sponsor UPS ranked 14th. Aflac, "official supplemental insurance" and a team sponsor, was 23rd. "If you're in the top 20, you're connecting with fans and that program should be working for you," said Evans. Atlanta Journal-Constitution