In other words, when Joyce Julius & Associates, an outfit that purports to quantify the "value" of sponsorships, tells me that the combined "value" of the exposure earned by sponsors of Jimmie Johnson and Carl Edwards exceeded $1 billion dollars, I tend toward skepticism.
As it happens, I’m not entirely alone on my bitter, barren, empty little island in the midst of the Sea of Doubt: The Charlotte Observer‘s David Poole, one of the more eloquent and senior members of the NASCAR press corps, finds himself questioning these heady dollar figures as well. And while not dismissing them outright as the sheer, bubble-headed fantasy of some pasty-skinned marketing dweeb in a drab cube back by accounting (near the service elevator) on the 32nd floor who is desperately trying to justify his too-generous salary to Mr. Joyce or Mrs. Julius, Mr. Poole allows that even inflated as much as ten times, sponsors are earning a return north of $100 million. Not bad, the theory goes, for an investment of, say, $25 million.
Sponsoring a top team may well be worth every cent a major corporation ponies up, it may not be. Don’t know. Not sure I care. But neither am I willing to blindly accept that it is one of the great deals in American advertising.