NASCAR has always been ahead of the pack when it comes to advertising. While professional team sports like basketball and baseball slowly introduce sponsorship logo patches on jerseys, NASCAR has always embraced its partner brands, integrating them in nearly every aspect of the race day experience and proudly plastering brand logos on vehicles.
There’s no better billboard for your brand than one speeding 200MPH through the straightaway at Talladega—or one parked in Victory Lane after 500 grueling miles at Daytona. And with more exciting race formats and an influx of new blood in the owner’s boxes, teams like Kaulig Racing are winning new sponsors with every victory at the speedway.
Kaulig Racing team owner Matt Kaulig is a highly successful entrepreneur who founded a home maintenance company, LeafFilter Gutter Protection, in his basement back in 2005. A decade later, Kaulig approached a NASCAR team to put his LeafFilter logo on their car, which ultimately led to developing his own team in 2016 and introducing the LeafFilter brand to a motorsports fanbase that is the most envied of any sport. Five years after entering the world of NASCAR, LeafFilter has 130 offices and nearly a million customers nationwide.
What makes NASCAR sponsorships so powerful? For starters, NASCAR is the second-most-watched sport in the U.S. (behind football). Nearly half of all Americans consider themselves a fan, and NASCAR fans are famously loyal to both their favorite racing teams and those team’s sponsors—in fact, 65% of fans say they are more likely to spend money on brands that are official NASCAR sponsors, and will directly support sponsors with signage on vehicles as a way to support their favorite drivers and teams. With legendary events like the Daytona 500, multiple venues that hold 100,000+ fans on race day, and advanced technology helping fans feel even closer to the action, NASCAR generates incredible value for both owners and sponsors.
From the beginning, NASCAR and LeafFilter were a perfect fit. Kaulig knew his LeafFilter brand would resonate with NASCAR fans, who are statistically more likely to own a home and spend more on home improvement than the average American. Outside his own brand, Kaulig is attracting sponsors in new and innovative ways. When the Xfinity Series ran in Kaulig’s native Ohio last year, his team raced with all locally-based companies: The No. 10 with Rocky Boots, the No. 11 with LeafFilter Gutter Protection, and the No. 16 with auto parts manufacturer Ramco Specialities Inc. out of Hudson, Ohio—a partnership Kaulig considers “an honor” for the entire team.
”Ramco was started out of its founder’s house, much like LeafFilter Gutter Protection started,” said Kaulig. “We are super excited to be able to showcase some amazing Ohio-based partners.”
This year, Kaulig Racing joins the NASCAR Cup Series, the top-tier circuit with the best drivers, richest teams, hardest tracks, most eyeballs—and the biggest sponsors. With up-and-coming phenom Justin Haley in the driver’s seat and a rotation of NASCAR veteran AJ Allmendinger, current NASCAR Xfinity Series Champions Daniel Hemric, and NASCAR’s “Mr. Personality” Noah Gragson, Team Kaulig is poised to make a lasting impact on the track and present unique opportunities for potential sponsors in 2022 and beyond.