Milwaukee brewer Miller Brewing Co. is getting a high rate of return on its sponsorship of NASCAR driver Kurt Busch, at least when it comes to broadcasters and Busch himself mentioning one of his sponsors on the air, according to research released by SportsBusiness Journal.
Busch, who drives the No. 2 Miller Lite Dodge, ranked second among NASCAR drivers for on-air audio mentions of Busch and a sponsor, reflecting a monetary value for the media exposure of about $3.64 million. That was the conclusion of a recent report that captured and assessed the more than 96,000 sponsor impressions through NASCAR’s 37-race Nextel Cup Series schedule, including the Nextel All-Star Challenge.
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