Joe Gibbs Racing has hired JTG Daugherty Racing Owner Tad Geschickter‘s marketing agency to help sell sponsorship, a unique if not unprecedented arrangement that will see a Chevy-aligned NASCAR team owner help find revenue for Toyota‘s flagship program. Geschickter launched Brand Activation Maximizer, or BAM, in ’18, and it has worked with entities like Minor League Baseball, Kroger and a host of CPG brands since. Kroger also has a major, full-season sponsorship deal with JTG, a one-car team in the NASCAR Cup Series co-owned by the Geschickter family and Brad Daugherty. Geschickter, who has a background in retail marketing after a longtime stint at Procter & Gamble, has known the Gibbs family for years coincidentally. He and the late J.D. Gibbs both attended William & Mary. However, this is the first time that Geschickter has helped another NASCAR team sell sponsorship, and he told SBJ that JGR is the only team he would likely do it for because of that past history. JTG is also sold out of inventory since Kroger takes up the full season, which likely also made Geschickter more open to the arrangement.

Sports Business Journal

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