May 8, 2014, 9:45 AM EDT
The National Guard’s racing sponsorships were in the news earlier this year, mainly in the Verizon IndyCar Series ranks where it transferred from Panther Racing to Rahal Letterman Lanigan Racing.
But on the NASCAR side, where more dollars are spent annually and the sponsorship is higher profile with Dale Earnhardt Jr., it hasn’t necessarily generated the best return.
In a USA Today report released Wednesday, the 2012 season saw the Guard spend $26.5 million but did not sign a single new recruit. The same report said a total of $88 million has been spent over the last three years from 2011 to 2013, but couldn’t determine a number of prospects or recruits.
While the exposure remains – the report said 90 percent who enlisted or re-enlisted from 2007 to 2013 indicated that they had been exposed to information about the service through NASCAR-related recruiting and retention materials, per a National Guard spokesman – the deliverables of new signups appear to be lacking.
It’s an interesting situation, and one too where Hendrick Motorsports is working hard to cover its bases in terms of putting together other sponsorships. Nationwide Insurance was announced last week as a new primary sponsor for at least 12 Sprint Cup races for Dale Jr. starting in 2015; Mtn Dew, Kelley Blue Book and others also enjoy a prominent role with the 88 car.
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