The Business of NASCAR

The Business of NASCAR

BRISTOL, Tenn. - Win on Sunday, sell on Monday.

This phrase helped build NASCAR.

In the 1950's and 60's, before stock cars became the rolling billboards they are today, that saying referred to auto manufactures.

In this era, it applies not only to Chevy, Ford and Toyota but also to a team's sponsors, and the millions of dollars a company invests in a race team.

Tad Geschickter, co-owner of JTG Daugherty racing with his wife Jodi and TV analyst Brad Daughtery

"Really it's about selling more product to more people. I can't control what happens on the racetrack, but I can make sure we have plenty of Bush's Grilled beans in the stores before we come to town," said Geschickter.

Tad and Jodi built their team from the ground up, with plenty of sweat and hard work over the last 20 years as a single car operation.

"We're going to have to do the extra things and work the extra hours to compete with the big teams. We've got a group of guys who are willing to do that.

One of those guys is team Director of Competition Bobby Hutchens.

"I think if we don't perform, It makes {Tad's} job even tougher," said Hutchens."So we have to perform on the racetrack from the competition side to aid him out in his adventures in the marking world."

Money equals speed in racing, so a team needs to build and keep relationships with sponsors. A lot of sponsors.

"If you find brands that can share costs on the car, that helps them make more money and grow the program and helps us promote the stores better," said Geschickter.

Those sponsors for the 47 Chevy SS include Scott Products, Kingsford Charcoal, Clorox, Charter, Kroger, the USO, and a company based out of Knoxville- Bush's Best Baked Beans.

Another Bush's product, Bush's Grillin Beans, is on the car for the Food City 500.

Running a successful team requires a combination of money, equipment and talent, both in the front office, on the pit box and behind the wheel.

"Brands want to build their equity, they want to be represented in the right way," said Geschickter. "When you pick a driver, it's not just about driving. You're looking for that guy who can do public relations and represent the brands the way they want to be represented."

Geschickter said his driver, AJ Allmendinger takes that responsibility seriously.

Allmendinger's parents sacrificed a lot to help their son get to the top echelon of motorsports. Geschicker told News 5 that family is very important to AJ.

"It really meant a lot to him that our brands and our sponsors are a family too. NASCAR is about family, food and fun and our sponsors are about that too, so it's pretty neat," said Geschickter.

Allmendinger rolls of 22nd in the Food City 500.

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