Goodyear‘s status as the official tire of NASCAR is the most recognized sponsorship in sports, according to the 17th annual Sponsor Breakthrough studies fielded over the past year by MarketCast for Sports Business Journal.

Sixty-seven percent of NASCAR fans in the study conducted prior to the start of this season correctly identified Goodyear as the league‘s official tire, two percentage points ahead of the Coca-Cola-NASCAR partnership, the second-most recognized sponsorship in sports.

Both deals passed last year‘s pole-sitter — the NFL-Bud Light partnership — even though the 62% of football fans who correctly identified the relationship this year was two percentage points more than in the 2022 study. Bud Light has been the league‘s official beer since 2011, and served in that capacity (along with Budweiser) from 1988 through 2001.

Sports Business Journal

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