On GoDaddy, Danica and NASCAR | Performance Racing Industry
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On GoDaddy, Danica and NASCAR
By Jim Cozzie on May 1, 2015

So, the big green hammer dropped!
 
I know what everyone is thinking: Danica Patrick did not perform up to expectations, she is not adapting to heavy stock cars—or my favorite, her Cup career is over.
 
Not so.
 
Was this a good move for the folks at GoDaddy? Certainly they think so, just by virtue of the announcement.
 
But here’s the thing in business today: Every marketing program has a defined shelf life.
 
It's clear the GoDaddy brand enjoyed success with Danica and NASCAR over the past three years. But whenever a company or brand is investing in a certain sport or community of people, the measurement of success will always point to how much more can be accomplished if we choose to invest further.
 
Seems rather clear that the GoDaddy barometer says there is no more, other than incremental gains, to be realized in their NASCAR investment. It's obvious that the company now has to invest in other markets—or even other parts of the world—where the brand is not so strong and not so recognizable.
 
Race fans, in particular, always seem to take a sponsor departure personally. But believe me, it's not. It's business. Time to go and plow another field where the crop needs some help.
 
So does this spell trouble for NASCAR on the sponsor front? Not from where I sit. Sponsors come and sponsors go. Danica and the team will sign another multi-year run because it's Danica, a marketing machine in her own right. And by the way…. a pretty fair race car driver, too!
 
There are two very important factors in all sports that are very easy to lose track of: This is entertainment, and probably more importantly, this is business.
 
Successful businesses since the beginning of time have not made a habit of investing in something that did not provide value back to the company. Just because a sponsor moves on, does not mean they are not happy with their investment. It means there is no more to be gained from the current activity, and it's time to find a market segment that is weaker than acceptable and needs more marketing power to grow it to a point where it is acceptable.
 
Nothing to read between the lines in this announcement other than it's been real, it's been good, it's been profitable, but we cannot gain any more return from this investment. Time to move on to the next one!
 
 
A former board chairman of the Specialty Equipment Market Association (SEMA) and 2014 SEMA Hall of Fame inductee, Jim Cozzie has held senior-level positions with a number of leading and iconic aftermarket companies including Hurst Performance Inc., Super Press Inc., B&M Racing and Performance Products, and Zoom Performance Products. He currently is a Managing Partner at Brenton Productions, producer of the popular automotive how-to shows Two Guys Garage, Car Fix, Truck U and All Girls Garage. Cozzie can be reached at jcozzie@gmail.com.
 
 
 

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SEMA Hall of Fame member Jim Cozzie is a managing partner at Brenton Productions, producer of the popular automotive how-to shows Two Guys Garage, Car Fix, Truck U and All Girls Garage.
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