NASCAR Sponsors Chase Brand Connections

This weekend is the TUMS Fast Relief 500 NASCAR race. At first I wasn't sure about connecting the TUMS brand with a NASCAR race; then I realized that this is a good way to reinforce the brand's benefit of speedy relief. Plus TUMS gets thousands and thousands of brand impressions in one day through this sponsorship, not counting pre-race publicity.

Every NASCAR race has a different sponsor, each brand seeking to leverage audience demographics, psychographics, and interests. For instance:

• Chevy Rock & Roll 400 (natural connection)
  
• AAA 400 (associate with auto/travel benefits)
• Pepsi 500 (link "fun" soft drink with exciting sports event)
• Amp Energy 500 (high-energy sports event, high-energy Pepsi drink)
• Ford 400 (another natural connection)
• Sharpie 500 (get a driver's autograph with a Sharpie?)
• Carfax 400 (check Carfax before buying used cars?)