Noah Brier on why Nascar sponsorship is different; I think the above gets to the core of why some commercial partnerships are successful and some aren’t. The brand needs to be seen to be actually contributing to what’s happening, not just taking up space.
When brands sponsor NASCAR they get a real understanding from the fans that they are responsible for the car on the track. The drivers get it, the teams get and the fans get it. This is hugely different from [just] slapping your logo on something… no-one will ever walk into a Brooklyn Nets game and say “thank you Barclays for making this possible.