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Turning the growing world of
event sponsorship into meaningful engagement and measurable sales.
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From our inception, we have been different.
NASCAR is the nation’s second largest spectator sport and the #1 sport used by corporate sponsors.
The BAM concept started almost 30 years ago with a NASCAR program. Our mission: Build a program that not only delivers on track brand exposure but also delivers real shopper engagement and measurable sales growth.
Sponsoring a NASCAR team delivers brand impressions with NASCAR’s 80 million avid and brand-loyal fans. Our proven BAM process provides so much more:
“Entenmann’s Donuts entered this year looking for a more effective and efficient way to reach our target audience,” said Jason Amar, Marketing Director, Bimbo Bakeries USA. “JTG leveraged our racing assets to amplify awareness for Entenmann’s Donuts and our EntenMAN of the Year contest, resulting in more consumer and retailer engagement with our brand around our key drive period. I look forward to building on our positive momentum in 2022!”
Delivering incremental sales and brand building through
multi-brand, integrated programs aligned with consumers’ passions
Identifying the right sponsorship and media to reach your target through their interests
People, process & systems that turn sponsorship
into retail merchandising & measurable sales growth
Use owned assets and sponsorship entitlements to boost the reach of your message
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In 2015, Kroger decided that NASCAR was the national sport to use to inform shoppers about their emerging home delivery options.
The BAM solution received the ultimate testimonial when, after running 15 years of race market promotions together, Kroger chose BAM to build the program. The Kroger racing program is, quite simply, the best sponsorship value in the industry, providing:
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* Through May, 2021 Sources: NASCAR Q1-Q2 Update 5/16/21, The Nielsen Company
*Source: NASCAR Q1-Q2 Update 5/16/21
Atlanta, GA
Sunday, March 20, 2022
Folds of Honor QuikTrip 500
SUNDAY, July 10, 2022
Quaker State 500
Austin, TX
Sunday, March 27, 2022
EchoPark Texas Grand Prix
Bristol, TN
Sunday, April 17, 2022
Food City Dirt Race
saturday, september 17, 2022
Bass Pro Shops NRA Night Race
Brooklyn, MI
Sunday, August 7, 2022
Firekeepers Casino 400
Charlotte, NC
Sunday, May 29, 2022
Coca-Cola 600
SUNDAY, october 9, 2022
Bank of America ROVAL
Darlington, SC
Sunday, May 8, 2022
Goodyear 400
SUNDAY, September 4, 2022
Southern 500
Daytona, FL
Wednesday, February 16, 2022
Daytona 500 qualifying
Thurdsday, February 17, 2022
Daytona 500 Duels
Sunday, February 20, 2022
Daytona 500
Saturday, August 27, 2022
Coke Zero Sugar 400
Dover, DE
Sunday, May 1, 2022
Drydene 400
Fontana, CA
Sunday, February 27, 2022
NASCAR Cup Series Race 400
Fort Worth, TX
Sunday, May 22, 2022
All-Star Open
Sunday, May 22, 2022
All-Star Race
SUNDAY, september 25, 2022
Autotrader EchoPark Automotive 500
Homestead, FL
Sunday, October 23, 2022
Dixie Vodka 400
Indianapolis, IN
Sunday, July 31, 2022
Verizon 200 At The Brickyard
Kansas City, KS
Sunday, may 15, 2022
NASCAR Cup Series Race 400
SUNDAY, SEPTEMBER 11, 2022
Hollywood Casino 400
Las Vegas, NV
Sunday, March 6, 2022
Pennzoil 400
SUNDAY, october 16, 2022
South Point 400
Long Pond, PA
Sunday, July 24, 2022
Pocono 400
Los Angeles, CA
Sunday, February 6, 2022
Clash at the Coliseum
Loudon, NH
Sunday, July 17, 2022
NASCAR Cup Series Race 301
Martinsville, VA
saturday, April 9, 2022
Blue-Emu Maximum Pain Relief 400
SUNDAY, october 30, 2022
Xfinity 500
Nashville, TN
Sunday, June 26, 2022
Ally 400
Phoenix, AZ
Sunday, March 13, 2022
Ruoff Mortgage 500k
SUNDAY, november 6, 2022
Series Finale 500
Plymouth, WI
Sunday, July 3, 2022
Kwik Trip 250
Richmond, VA
Sunday, April 3, 2022
Toyota Owners 400
Sunday, August 14, 2022
Federated Auto Parts Salute to American Heroes 400
Sonoma, CA
Sunday, June 12, 2022
Toyota/Save Mart 350
St. Louis, MO
Sunday, June 5, 2022
NASCAR Cup Series Race
Talladega, AL
Sunday, april 24 2022
GEICO 500
SUNDAY, OCTOBER 2, 2022
YellaWood 500
Watkins Glen, NY
Sunday, August 21, 2022
NASCAR Cup Series Race at the Glen
It is easy for relationships between brands, shoppers and retailers to become transactional. Sponsorships are the best way for brands to cut through the transactional clutter. Sponsorship ties brands to events and causes that shoppers and retailers care about.
BAM connects the dots between brand targets and retailer interests to identify sponsorship opportunities that deliver meaningful shopper engagement and superior retail merchandising results.
To help our clients get started with BAM, we offer several pre-built sponsorship and group promotions
that deliver 40+ chainwide group merchandising events per year.
A BAM partnership includes property rights fees, defined sponsorship entitlements, our proven retail planning process, and retail execution tools.
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Local & Regional grocers know that each NASCAR race draws an average of $110 million to the local economy.
Fans tailgate and camp all weekend at NASCAR events.
BAM leverages this insight to deliver chainwide merchandising support for clients at participating retailers.
Racing-themed programs designed to engage loyal NASCAR fans.
Food insecurity is a growing problem in the U.S., especially among children.
Retailers want to be great community leaders.
BAM leverages these insights to deliver a national sponsorship program with Feeding America that delivers meals for kids to local food banks in return for purchases at participating retailers.
Millennial and Gen Z shoppers are more socially conscious than previous generations, and they disproportionately support companies that share their values.
BAM leverages this fact to help retailers and clients highlight their efforts around sustainability. The national partnership with One Tree Planted offers to plant trees in communities when shoppers buy participating brands at participating retailers.
The pandemic forced shoppers to cancel travel and to miss time with family and friends.
Our partnership with Allegiant Airlines provides:
If a targeted retailer does not buy into a pre-built sponsorship group promotion, BAM goes to work to tailor a program that the retailer wants!
We will show you what
each of your competitors are sponsoring and how they are activating their sponsorships.
We know which national, local, &
regional sponsorships are most compelling to each retailer.
Our Events & Sports Property database contains over 2 million sponsorship opportunities to deliver the best solutions based on your brand criteria.
Sponsorship & activation is all that we do! Once we help you choose a property to sponsor, let us make sure that the agreement delivers pricing, protections and entitlements that deliver results.
Click here to see how we created a custom Kroger Racing interactive display for The Wellness Experience by Kroger
Click here to see how we built brand awareness and engagement for Maxwell House
Click here to see how we drove consumer engagement with P&G's "Take on Race" content
Click here to see how we leveraged Entenmann's Father's Day program to grow incremental sales
Click here to see how we built trial for new Minute Ready To Serve at Kroger
Click here to see how we drove sales of new Tide Pods Family Size at Kroger
Click here to see how we boosted seasonal sales of a snack cracker brand at Walmart
Click here to see how we leveraged sponsorship for best-in-class merchandising at Dollar General for Kimberly-Clark
Click here to see how we created a sustainability-related sponsorship for Kimberly-Clark and One Tree Planted