Title: NASCAR-related philanthropy and the distilled spirits sponsor category

Authors: Patrick K. O'Rourke; Lance Kinney

Addresses: Communications, School of Public Affairs, Methodist University, 5400 Ramsey St., Fayetteville, NC, 28311-1498, USA. ' Department of Advertising and Public Relations, University of Alabama, P.O. Box 870172, Tuscaloosa, AL, 35487-0172, USA

Abstract: The National Association for Stock Car Racing, Inc. (NASCAR) has a long history with its roots in distilled spirits. While NASCAR has a long association with beer sponsors, distilled spirits sponsors were unwelcome until 2004. Since then, a number of spirits brands have sponsored the NASCAR federation, driver teams and individual races. NASCAR requires its sponsoring spirits brands dedicate 20% of their budgets to promoting responsible alcohol use. However, how does NASCAR|s corporate charitable foundation look when subjected to the same standard required of its spirits sponsors? The NASCAR Foundation|s philanthropic giving relative to alcohol programmes is examined for the first two years of distilled spirits sponsorships. This research concludes that The NASCAR Foundation does not meet the standard it requires of its sponsoring partners.

Keywords: National Association for Stock Car Racing; NASCAR; sports sponsorship; alcohol; distilled spirits; hard liquor; philanthropy; advertising; self-regulation; tobacco; automobile racing; beer sponsors; brands; driver teams; responsible alcohol use; charitable foundations; charities; philanthropic giving; alcohol programmes; sponsoring partners; sport management; sport marketing; corporate responsibility; stewardship; sustainability; sustainable development.

DOI: 10.1504/IJSMM.2011.043621

International Journal of Sport Management and Marketing, 2011 Vol.10 No.1/2, pp.35 - 45

Received: 09 Aug 2010
Accepted: 10 Aug 2011
Published online: 21 Feb 2015 *

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