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Why Sponsors Spread Their Bets Across NASCAR Cars

“It just depends on brand and situation,” said JGR President Dave Alpern, explaining why sponsors back multiple cars. Some want a “family of drivers” with extended exposure, like Interstate Batteries, rotating races among drivers like Hamlin and Bell, while others, such as Coca-Cola, want “winning drivers” across teams. Some partners, like Bass Pro Shops, sponsor both cars and events.