Study: Nascar’s Coca-Cola and Goodyear deals lose top spot for fan sponsors recognition

Both partnerships still among most-recognisable in MarketCast research for SBJ.
  • 59% of fans identified Coca-Cola as Nascar sponsor; 58% for Goodyear
  • Nascar’s partnerships with M&M’s, Anheuser-Busch, Monster and Sunoco also feature on list
  • NFL’s Anheuser-Busch tie-up finishes top of the pile

Nascar’s deal with Coca-Cola has been ranked as the joint second most-recognised sponsorship in US sport over the past year, according to research by MarketCast for Sports Business Journal (SBJ).

The American stock car racing series’ tie-up with the soft drink giant scored a 59 per cent recognition level by fans (down from 62 per cent in 2021), putting it second in the ranking alongside the National Basketball Association’s (NBA) partnership with Gatorade.

Nascar’s pact with Goodyear came third, with 58 per cent of fans identifying the tyre brand as an official league sponsor (also down from 62 per cent last year).

The series’ sponsorships with M&M’s and Anheuser-Busch (both 48 per cent), Monster (45 per cent) and Sunoco (43 per cent) also featured on the list.

Anheuser-Busch’s status as the official beer of the National Football League (NFL) was ranked at the most-recognised sponsorship in sports (60 per cent), replacing Nascar’s Coca-Cola and Goodyear partnerships at the top of the annual ranking.

MarketCast has tracked breakthrough metrics for SBJ since 2007 across the NFL, the NBA, Major League Baseball (MLB), the National Hockey League (NHL), Major League Soccer (MLS), Nascar, the PGA Tour, the National Collegiate Athletic Association (NCAA) and the Women’s National Basketball Association (WNBA).