Chevrolet has been title sponsor of both championship series since 2000. The strategy originally was to support Chevy’s truck division then was expanded at the beginning of the 2004 racing season to include Chevrolet’s entire model line-up.

“Chevrolet has been a tremendous partner with us for the last five years and we sincerely appreciate that support,” said John Farris, AMA Pro Racing Vice President of Commercial Development. “Obviously we’d prefer that they were staying but we respect the business decision they have made. We are already proactively working on developing new sponsorship packages with other companies. Additionally, the door remains open for Chevrolet to return to AMA racing.”

Farris added that the relationship has been beneficial for Chevrolet, also. “Chevy’s focus has shifted away from sponsorships, also known as ‘affinity marketing’ and more towards a traditional advertising and promotional effort. We, along with a number of other companies, have been affected by that change in marketing direction. Based on their prior approach, sponsorship of our championships met their objectives.”

Farris also said that AMA Pro Racing was prepared for Chevrolet’s decision. “Chevrolet informed us of their plans approximately 30 days in advance of their contractual obligation to do so which has been helpful to us,” said Farris.

“Also, recognizing that their contracts expired at the end of the 2004 racing season -- and the possibility existed that they wouldn’t return -- we had begun preliminary conversations with other companies that have expressed interest in supporting AMA racing in some fashion. Those conversations are continuing and we’re optimistic about the outcome.”

AMA Pro Racing maintains a commercial development staff specifically tasked with developing and maintaining sponsor relationships.

© 2004, American Motorcyclist Association

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