NASCAR driver Joe Nemecheck’s No. 66 car will be sponsored by Friedman Law Firm. Photos submitted by Rick Friedman.
In the race for clients in a competitive field, a local law firm is aiming for the winner’s circle with its latest ad buy.
Richmond-based Friedman Law Firm bought in as the lead sponsor for NASCAR driver Joe Nemechek’s No. 66 car in this weekend’s race at Richmond International Raceway.
Firm founder Rick Friedman said the agreement prohibits him from disclosing the cost of the sponsorship but said when the opportunity arose to get the firm’s name on a car, he jumped at the chance.
“We are always looking for interesting ways to tell people what we do,” Friedman said. “It’s expensive, but being associated with NASCAR really means a lot.”
Rick Friedman
Friedman Law Firm is a divorce and family law practice. Friedman started the business in 2001 and now has five other attorneys with him at the firm.
The race provides a sizable and captive audience that could potentially see the Friedman brand zipping around the ¾-mile RIR loop 400 times in person and on television.
“Many of our current and potential clients are enthusiastic and loyal NASCAR fans, and this sponsorship provides us a special opportunity to connect with the massive NASCAR audience here in Virginia,” Friedman said.
About 5.6 million TV viewers watched the Toyota Owners 400 at RIR earlier this year, RIR communications coordinator Ryan Trapp said. The raceway expects more to tune in for Saturday’s race because it is the last race before the Chase for the Sprint Cup, NASCAR’s championship series.
The raceway seats more than 70,000 people, but Trapp said Saturday’s race isn’t sold out.
Friedman learned the sponsorship was available through a colleague who loves NASCAR.
“I don’t know the exact reason we have the ability to do this, but we’re glad we do,” he said.
Friedman typically advertises in print and online and does an occasional television commercial. He doesn’t have a set advertising budget.
Nemechek drives for owners Jay Robinson and Michael Waltrip’s racing groups.
Robinson said the team’s sponsors vary from race to race. The team has a group of marketers who cold call local businesses in each race city to spark interest in possible sponsorships.
“We’re constantly pitching companies for single race deals or three, five or six race deals,” Robinson said. “Of course, everybody hopes to find one that goes for the whole season.”
He would not say how much it costs to sponsor the No. 66 car. But he did say the cost of NASCAR sponsorships in general vary widely – everything from a trade deal to more than $600,000 per race.
Robinson said the No. 66 has had other law firm sponsors, but he’s not aware of any that specialize in divorce and family law. Some of its other targeted sponsors have included car dealerships, contractors and companies pitching new products.
RIR, pictured during the 2013 Federated Auto Parts 400, has a ¾-mile track. Courtesy of RIR.
Nemechek will attempt to qualify for Saturday’s big race on Friday night, and Friedman plans to be front and center. His sponsorship agreement comes with a chance to meet Nemechek and hang out with his team during the race.
“We’ve got a pretty good assurance the car will make it into the big race Saturday night,” Friedman said.
Nemechek last won at RIR in 2003, finishing first in the Pontiac Excitement 400, the spring race that’s now called the Toyota Owners 400.
“I am very excited to be representing the Friedman Law Firm at Richmond,” Nemechek said in a statement. “It is one of my favorite tracks and I think we can run really well there.”
Friedman has his fingers crossed.
“I’d be ecstatic if he won,” he said. “Here’s the reality: It’s one in 43. Those aren’t great odds, but they’re not terrible odds.”
NASCAR driver Joe Nemecheck’s No. 66 car will be sponsored by Friedman Law Firm. Photos submitted by Rick Friedman.
In the race for clients in a competitive field, a local law firm is aiming for the winner’s circle with its latest ad buy.
Richmond-based Friedman Law Firm bought in as the lead sponsor for NASCAR driver Joe Nemechek’s No. 66 car in this weekend’s race at Richmond International Raceway.
Firm founder Rick Friedman said the agreement prohibits him from disclosing the cost of the sponsorship but said when the opportunity arose to get the firm’s name on a car, he jumped at the chance.
“We are always looking for interesting ways to tell people what we do,” Friedman said. “It’s expensive, but being associated with NASCAR really means a lot.”
Rick Friedman
Friedman Law Firm is a divorce and family law practice. Friedman started the business in 2001 and now has five other attorneys with him at the firm.
The race provides a sizable and captive audience that could potentially see the Friedman brand zipping around the ¾-mile RIR loop 400 times in person and on television.
“Many of our current and potential clients are enthusiastic and loyal NASCAR fans, and this sponsorship provides us a special opportunity to connect with the massive NASCAR audience here in Virginia,” Friedman said.
About 5.6 million TV viewers watched the Toyota Owners 400 at RIR earlier this year, RIR communications coordinator Ryan Trapp said. The raceway expects more to tune in for Saturday’s race because it is the last race before the Chase for the Sprint Cup, NASCAR’s championship series.
The raceway seats more than 70,000 people, but Trapp said Saturday’s race isn’t sold out.
Friedman learned the sponsorship was available through a colleague who loves NASCAR.
“I don’t know the exact reason we have the ability to do this, but we’re glad we do,” he said.
Friedman typically advertises in print and online and does an occasional television commercial. He doesn’t have a set advertising budget.
Nemechek drives for owners Jay Robinson and Michael Waltrip’s racing groups.
Robinson said the team’s sponsors vary from race to race. The team has a group of marketers who cold call local businesses in each race city to spark interest in possible sponsorships.
“We’re constantly pitching companies for single race deals or three, five or six race deals,” Robinson said. “Of course, everybody hopes to find one that goes for the whole season.”
He would not say how much it costs to sponsor the No. 66 car. But he did say the cost of NASCAR sponsorships in general vary widely – everything from a trade deal to more than $600,000 per race.
Robinson said the No. 66 has had other law firm sponsors, but he’s not aware of any that specialize in divorce and family law. Some of its other targeted sponsors have included car dealerships, contractors and companies pitching new products.
RIR, pictured during the 2013 Federated Auto Parts 400, has a ¾-mile track. Courtesy of RIR.
Nemechek will attempt to qualify for Saturday’s big race on Friday night, and Friedman plans to be front and center. His sponsorship agreement comes with a chance to meet Nemechek and hang out with his team during the race.
“We’ve got a pretty good assurance the car will make it into the big race Saturday night,” Friedman said.
Nemechek last won at RIR in 2003, finishing first in the Pontiac Excitement 400, the spring race that’s now called the Toyota Owners 400.
“I am very excited to be representing the Friedman Law Firm at Richmond,” Nemechek said in a statement. “It is one of my favorite tracks and I think we can run really well there.”
Friedman has his fingers crossed.
“I’d be ecstatic if he won,” he said. “Here’s the reality: It’s one in 43. Those aren’t great odds, but they’re not terrible odds.”