Word: sports
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Dates: during 2000-2009
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Detroit's woes are a concern, Smith says, "but we've seen that before, years ago when all the manufacturers pulled out of the sport. We've been down that road before. We would rather have them with us, but if they're not, the sport continues...
...NASCAR position itself to motor through the downturn? The sport has to start with its costs, which exploded during NASCAR's stunning growth spurt earlier this decade. "The old adage was, If you need $1 million in expenses, go get $1 million in sponsorship," says Mike Dee, president of Fenway Sports Group, which owns 50% of the Roush Fenway Racing team. "The railroad doesn't run that...
...good portion of the cutbacks can be attributed to the sport's success. "A couple or three years ago, you had so many new teams coming in," says team owner Rick Hendrick, who fields cars for Jimmie Johnson, Jeff Gordon and Dale Earnhardt Jr. "You had Toyota coming in with new teams, and there were so many people planning on running multiple teams that the pool of people moving in and being trained just kept growing and growing and growing. It looked like there was no end in sight. All of a sudden, teams can't find sponsors, they shut...
...races at Lowe's Motor Speedway (LMS). According to LMS president Marcus Smith, the track not only dropped prices in some sections but also refunded the difference to fans who had already purchased, an effort, he says, to show loyalty to the customers who have helped build the sport. In Texas, prices for hot dogs, hamburgers and barbecue sandwiches have all dropped. "These are all staples, things people want," says Gossage. "We're not cutting the price of licorice whips...
Even in the face of unprecedented challenges, NASCAR has plenty of horsepower. The sport is three years into an eight-year, $4.5 billion television deal with Fox, ESPN/ABC and TNT. The steady TV revenue can help cushion sponsorship losses. NASCAR is still the second highest rated regular-season sport on television. Plus, the sport has even signed up some new partners, like Ask.com and O'Reilly Auto Parts. Companies such as Mars Inc. and DuPont renewed their deals. And still others want to get into the game. During the recent NASCAR media tour, France noted that 15 new teams...