Affliction is once again proving that they’ve got some really … interesting ideas on how to promote themselves and their events. You’ll remember last time, Affliction was all proud of their partnership with Buckle, some retail store that was willing to put up displays in their stores across America. Now they’re going for the NASCAR crowd by taking Mike Skinner’s 00 car at the Pepsi 500 and turning it into the Day of Reckoning car.
This ain’t too bad of an idea … the Pepsi 500 will pull over 90,000 people and the race will be featured on ABC. The real question is if this move results in enough bang for Affliction’s buck (something they’re terrible at maximizing). Wrapping a car in NASCAR ain’t fucking cheap:
NASCAR autos contain some of the world’s most expensive real estate. Try $200,000 for a 3-by-5-inch decal. That’s the absolute minimum it costs to have a sticker the size of an index card on a NASCAR Nextel Cup Series stock car for a season: $13,333 per square inch. (Costs are somewhat lower for NASCAR’s Busch and Craftsman Truck series.)
Bartelli estimates that major associate positions retail for $1 million to $3 million, while another source widens the range from $500,000 to $5 million.
And what if you want to buy a whole car to use as your personal high-speed billboard, reserving the right to sell any associate sponsorships yourself? That’s one of those if-you-have-to-ask-you-can’t-afford-it questions.
“I’ll approximate it at, for a full-time Winston Cup team, $10 million to in excess of $20 million,” says Bartelli, “and that is all the sponsorship on the car.” Pfizer clearly thought it was worth buying all the space on Mark Martin’s No. 6 Ford to keep Viagra front and center.
These numbers are from 2004, and NASCAR has only gotten bigger. Although keep in mind this is a one event deal as opposed to a season deal and Mike Skinner has never managed to do much in NASCAR, so it’s not like he’s a premium cost car. Still, after speaking to a few guys more knowledgable in NASCAR than myself, I would be amazed if Affliction payed less than a million bucks for this sponsorship thing.