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Usually ships in 1 business days | | Only 2 left in stock, order soon! | | | | | | What began on the dusty racetracks of the rural South is now a world-class enterprise, as closely watched by Wall Street as by hometown racing fans. How NASCAR grew from its provincial roots to become a big business of international proportions is the story Mark Yost tells in The 200-MPH Billboard. A seasoned sports and business reporter for the Wall Street Journal and contributor to the New York Times and the Sports Business Journal, Yost demystifies the economics and politics behind NASCAR sponsorship. His book takes us behind the scenes of some of the head-turning corporate deals that altered the way NASCAR does business. From Junior Johnson's contract with Darrell Waltrip and Mountain Dew, which announced a significant change, to deals between the likes of Dale Jr. and Budweiser, Tony Stewart and Home Depot, NASCAR and Fox Television, this book clearly tracks the subtle and not-so-subtle transformations that corporate sponsorship has wrought in recent years. And it offers a rare insider's look at what these changes have meant for NASCAR and its devoted fans. | | | |
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| | Product Details | | Author: | Mark Yost | | Hardcover: | 320 pages | | Publisher: | Motorbooks | | Publication Date: | August 03, 2007 | | Language: | English | | ISBN: | 0760328129 | | Package Length: | 9.1 inches | | Package Width: | 5.7 inches | | Package Height: | 1.2 inches | | Package Weight: | 1.3 pounds | | Average Customer Rating: |  based on 5 reviews |
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The business of NASCAR May 23, 2010
If you are a big fan of NASCAR (as I am), then you need to understand there is a business behind the sport. This book explores the business aspects of the sport and the money involved. It's an easy read and a fascinating book.
1 of 1 found the following review helpful:
 NASCAR is a Great Business Aug 12, 2009
Did you know that most NASCAR fans can easily identify a sponsor of their favorite driver? This is why NASCAR became so big. Loyal fans are very aware of sponsoring brands and are highly likely to buy products of sponsors associated with NASCAR or their favorite driver. Sponsors pour more money into the sport because they see a return on their investment. It is a win-win situation for everyone: fans, sponsors, drivers, and track owners. The author of this book did a great job walking readers through the history of the sport. Drivers used to struggle financially and now many of them are multi-millionaires. This all started with the ban of Cigarette companies' advertisement on television. They had to find other places to advertise. That's how sponsoring dollars found NASCAR. Other companies followed and the rest is history.
- Mariusz Skonieczny, author of Why Are We So Clueless about the Stock Market? Learn how to invest your money, how to pick stocks, and how to make money in the stock market
0 of 1 found the following review helpful:
 Good book but a few errors in the book Feb 23, 2008
I enjoyed the book overall but I am a devoted NASCAR fan and found some errors in the book. One being the Richmond race in 1987 and the book had Dale Earnhardt and Rusty Wallace crashing to give the lead and victory to Kyle Petty. The wreck involved Dale Earnhardt and Darrell Waltrip! The book kept stating Tide joined Darrell Waltrip in 1989! It was actually 1987! It said Jeff Burton was sponsored by MBNA but it was Ward Burton!
1 of 1 found the following review helpful:
A Little Bit Shallow Dec 28, 2007
I used this book for a project in an MBA class on international marketing. For the project I studied Toyota's entrance into the Nextel Cup and its effects on the company's sales of Tundra pickup trucks. The chapter on Toyota offered some insights that I had not seen previously published.
Overall, the book gives a shallow treatment of the business of NASCAR. There are at least a handful of studies by economists that show the relationship between NASCAR and its fans. One study showed a 14% increase in the likelihood that a NASCAR fan would purchase an unfamiliar product if it was identified with the sport. Some of these studies run rather deep into the psychographics and demographics of NASCAR fans, but hardly any of this type of research is in this book. Those studies, while academic, can reveal to fans the ways in which NASCAR-related marketing is influencing their behavior.
Yost does track revenues and losses for pretty much the entire history of the sport in its organized form and charts the financial rollercoaster ride NASCAR took during the 1970s-1980s. "200-MPH Billboard" is not an academic study of NASCAR and its powerful affect on consumers, nor is it an in-depth expose on how deals are done in the sport. Rather, it's a brief tour of the industry plus a glimpse inside the exclusive hospitality suites of the biggest sponsors, like Goodyear.
This is a quick read for the fan who is perhaps not in business nor interested in the nitty-gritty economics of the sport, its marketing machine and the behavior of its fans as consumers.
3 of 4 found the following review helpful:
Interesting background Oct 11, 2007
For the NASCAR fan, or for those who don't understand how millions of people can watch cars drive in circles for hours, this book reveals how big business drove the consumer to the racetrack. It provides a look at the fascinating history of the sport. While clearly well researched, I found the writing annoying when the author repeatedly makes a statement, followed by the words: but more about that later. You need an excellent memory to follow the thread of information.
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