Man, does NHRA miss Budweiser.
No, I don’t mean because of the free beer.
I mean because of the massive activation Bud bought and brought to its sponsorships of Kenny Bernstein and the sanctioning organization. As I explained in my January column, activation is what a sponsor does to capitalize on having its name on a car, race or series. I’m amplifying activation this month because it’s the essential Business of Racing word you need to understand to be a more knowledgeable fan.
Yes, my friends, those were the days. Those 30 record-setting years when the King of Beers helped make Bernstein the King of Speed. You knew the NHRA circus was coming to town because, if for no other reason, those colorful Bernstein cutout-standups would be positioned where the Budweiser was in supermarkets, convenience and liquor stores, bars and restaurants. And who can forget the TV commercials showing Bernstein’s Top Fueler launching off an aircraft carrier and Shuttle-like from Cape Canaveral?