Nascar's 2005 sponsor roster ranges from an official water (Dasani) to an official pain reliever (Goody's), as well as more-expected designations like official automotive battery (Exide). Below are Nascar's Official Partners and Official Promotional Partners for 2005, including explanations on many of the intricacies of these sponsorship roles.
Official Internet service provider/ instant messenger/e-mail
Official convenience store
Official series sponsor (1)
Official series sponsor
Official auto finance partner
Official pace car
Chevrolet Monte Carlo
(General Motors Corp.)
Preferred uniform/uniform supplier/ first aid supplier
Official soft drink
Official series sponsor/official tools
(Sears, Roebuck & Co.)
(International Speedway Corp.)
Official passenger car
Official pizza company
Official alkaline battery
Official imaging partner
Official automotive battery
Official trailers & luxury coaches
Official shaving product
Exclusive tire supplier (2)
Official pain reliever
Official home improvement warehouse
Official industrial tractor (semis)
International Truck & Engine Co.
Official breakfast food/cereal
Official partner of Nascar
Levi Strauss Signature
(Exxon Mobil Corp.)
Official series sponsor (3)
Official sponsor-various versions of "official office supply/products provider" (4)
Official antiperspirant & deodorant
(Procter & Gamble Co.)
Official oral-care products
Official sports beverage
Official delivery service
Official armed service
Exclusive satellite radio service (2)
XM Satellite Radio
Promotional Partner Designation
Combos (Masterfoods USA) Cheese-filled snack of Nascar (5)
Compass Group Vending company of Nascar
Country Crock (Unilever Bestfoods) Sponsor
DuPont Tyvek n/a (6)
Hellmann's (Unilever Bestfoods) Sponsor
Husqvarna Forest, lawn and garden equipment of Nascar
Jack Link's beef jerky Sponsor
Jackson Hewitt Tax service company
Lawry's (Unilever Bestfoods) Sponsor
Masterfoods USA The chocolate of Nascar fans (7)
Maxwell House (Kraft Foods) Preferred coffee
MeadWestvaco Performance from Start to Finish (8)
Nabisco (Kraft Foods) Preferred cookies and crackers
Nicoderm (GlaxoSmithKline) Sponsor
Outback Steakhouse n/a
Pedigree (Masterfoods USA) Nascar Fans' Best Friend
Planters (Kraft Foods) Preferred snack nuts
Ragu (Unilever Bestfoods) Sponsor
Solo Cup Sponsor
Tide (Procter & Gamble Co.) n/a
USG Building products supplier
Waste Management Sponsor
Notes: The Official Partner/Sponsor is the premium sponsorship position at Nascar because the marketer gets to use the "official" designation, which Promotional Partners cannot. Official and Promotional Partners fill Nascar categories that resemble their designations. For example, Kellogg's, the official breakfast food/cereal, falls into the Breakfast Foods category, and Country Crock, one of the" Proud Sponsors of Nascar," covers the Butter/Margarine Spread category. Nascar has several open categories for which it's seeking sponsors, including Computer Hardware, Computer Software and Footwear.
1-AutoZone sponsors the regional AutoZone Elite Division.
2-Goodyear provides tires for Nascar races; Nascar satellite radio content is broadcast exclusively on XM.
3-Nascar Nextel Cup Series remains the name of Nascar's premier series in 2005, even as Sprint is in the process of acquiring Nextel.
4-The sponsor chooses its official designation; one option is to use several based on the same theme.
5-Promotional Partners cannot use the "official" designation but instead use a variety of other designations including "Proud Sponsor of Nascar" (here listed simply as "Sponsor"). Many of the Promotional Partners are brands with a common parent (like Kraft Foods for Maxwell House, Nabisco and Planters); this has become a trend for Nascar, in which a large marketer signs a partnership deal and then links Nascar to several brands.
6-Some Promotional Partners have no designation, though they still fall into a Nascar category; for example, Tyvek occupies the Home Weatherization Systems category.
7-"The chocolate of Nascar fans" designation covers the following Masterfoods brands: Dove, Mars, Milky Way, M&M's, Snickers, 3 Musketeers and Twix.
8-MeadWestvaco is in the Paper category.