Bullseye set for more brand exposure

The driving abilities of Juan Pablo Montoya has secured the Target brand valuable exposure throughout the third quarter as he qualified this weekend to be part of NASCAR’s Chase for the Championship. Montoya drives the number 42 Chevrolet car sponsored by Target and his success on the track enabled him to accumulate enough points to be included in the 12 driver field that will compete during the final 10 races of NASCAR’s 36 race season to determine an overall champion. The season ends when the checkered flag drops Nov. 22 at the final race in Homestead, Fla.

Often referred to as NASCAR’s version of the NFL’s playoffs, the good news for sponsors of drivers who qualify for the Chase is the added exposure their brands receives toward the end of NASCAR’s long season. For the next 10 weeks, as Montoya and other drivers in the Chase battle for points on the track, the red and white Target car and those of other drivers will be featured more prominently. The value of sports sponsorships can be hard to quantify, but when a retailer sponsors a winning driver it can be a tremendous asset. Look no further than Lowe’s where the driver it sponsors, Jimmie Johnson, has again qualified for the Chase and is looking for an unprecedented fourth championship. In addition to his on the track exploits, Johnson also appears in ads for Lowe’s private brand of Kobalt tools. Target hasn’t gone that far yet with Montoya, but he has yet to win his first NASCAR championship.