Race on Sunday, Sell on Monday Proves True for Ford

For most NASCAR sponsors, a tie to motorsports is a positive association. It can increase employee morale and introduce a brand and its products and services to a fiercely loyal NASCAR fan base. And for Ford, it means selling cars--and lots of them. Ford introduced the Fusion into the Nextel Cup last year, and since then has sold over 100,000 cars to American consumers, many of whom are NASCAR fans. It does not hurt that drivers like series leader Matt Kenseth are tearing up the track, bringing the Fusion into the winners circle time and again. So sponsors can learn from this--pick the driver you sponsor carefully to ensure that your dollars get the widest exposure possible--especially important during the start of the all-important "Race for the Chase" final races...