Site Index

• Pioneering companies
• Pioneering personalities
• Irony: The "first" racing sponsor
• The academic experts

How Sponsorship Works

• What makes auto racing nearly unique
• The role newspapers play in racing
• The role TV plays in racing
• Brand-building in racing
• Image-enhancement through racing
• The Olympics, then and now

How Sponsorship is Bought and Sold

• Who does it well
• Who makes it difficult
• The role of research
• Prospecting and appointment-getting
• Creating a sales rationale

Who Runs The Racing World

• The sanctioning body alphabet soup
• The auto manufacturers
• Roger Penske's record, off-track