NASCAR is going to have to replace its title sponsor after 2019 as Monster Energy is not going to renew beyond that. Finding the same kind of money from a single company is very hard in the current markets and it seems that the sanctioning body has begun to discuss different sponsorship models with a number of companies.
The structure of such a system has not yet been fully finalised, but there is talk of tier sponsorships, with a top tier of perhaps six companies which would enjoy rights that the lower tier sponsors would not have. This is pretty similar to the way that F1 teams operate their sponsorships in the modern era, with different levels of partnership.
The logic behind this is simple enough. If sufficient partners pay less than a single title sponsor but there are a number of them, the organisation will make more money.
The current suggestion is that NASCAR would ask around $10 million for a top-tier sponsorship, which would net perhaps $50 million, while a traditional title sponsorship today would be unlikely to go beyond $30 million. Such ideas are widely used in sports such as rugby (above) in which it is harder to find big single sponsors to get the required level of funding.
Source: JSBN
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