South Dakota got its money’s worth from its $130K NASCAR sponsorship yesterday as bottom-ranked Live Fast Motorsports’ B.J. McLeod smartly spent more time circling the Richmond Raceway and showing his South Dakota/Freedom Works Here decals to riveted fans than any other racer. Living up to expectations, McLeod finished last in Sunday’s Cook Out 400.
NASCAR has frowned on political sponsorships in recent seasons, attempting to avoid the kerfufflery caused by Confederate flags and f-bombs thrown at the President. Apparently NASCAR chose to make an exception for South Dakota’s inescapably political statement that “Freedom Works Here“.
Meanwhile, South Dakota is missing a golden opportunity to sponsor a top-ranked team that’s already branded to our benefit. Team SD Worx, sponsored by Belgian payroll/HR firm SD Worx, won 4 of 6 stages of this year’s women’s Tour de France and has two of its riders, Demi Vollering and Lotte Kopecky, finish first and second overall yesterday.
South Dakota could synergize with a champion women’s team gaining global exposure for its brand; instead, South Dakota throws tax dollars away on to a last-place race car.