There is something to be said about brand identity in NASCAR. After all, there are Jeff Gordon fans who still refuse to drink Coke because of his association with Pepsi, and those who hate Jimmie Johnson will shop at Home Depot before stepping foot in a Lowe’s. Similarly, Dale Earnhardt, Jr. fans have somehow developed a sweet tooth for AMP while Carl Edwards fans now use UPS for all their shipping needs.
However, there is always the rather unfortunate sponsor that generates attention simply because of what it represents. Bordreaux’s Butt Paste has sponsored several underfunded teams in the past, and the driver of that car usually received more publicity in the span of one weekend than they would in their whole career. ExtenZe made 2010 one of the funniest Rookie of the Year battles in NASCAR Sprint Cup Series history, even though it was rather uneventful in terms of participants.