When people talk about companies that sponsor sports, the focus is often how it affects the bottom line and whether it attracts consumers. But reaching consumers is just one goal in an overall strategy involving sports sponsorship. Today’s New York Times has a great story on how NASCAR sponsors have found ways to generate more business by working with other NASCAR sponsors. It’s not a revolutionary idea; it’s what other sports leagues - including the NFL, NBA, MLB and NHL - have done when they host annual sponsorship forums. The Times story sheds much-needed light for the public, shareholders and maybe even Congress on why spending on sports is not always a “misuse of funds” or a “boondoggle” for corporate executives. (more…)