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NASCAR runs on sponsorships, and no driver was more valuable than Dale Earnhardt. His death on Feb. 18 at the Daytona 500 came only days after Earnhardt had signed with his most recent sponsor, Sonic Drive-Ins.
The fast-food chain placed its logo on Earnhardt’s car just four days before NASCAR’s biggest race. The sponsorship, secured by Sonic agency Barkley Evergreen & Partners, was the Oklahoma City company’s first national sponsorship.
“The whole situation is unfortunate,” said Dan Fromm, head of Three Wide, the sports marketing arm of BE&P, Kansas City, Mo.
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