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Sponsors get equivalent ad time

By Darren Rovell
ESPN.com

Monday, January 13, 2003

Gordon Live from New York ... it's Sponsor Night. Jeff Gordon's hosting of Saturday Night Live on NBC this week netted significant dividends for his sponsors. DuPont and 10 other Hendrick Motorsports sponsors received nearly $1 million in equivalent advertising time, according to sponsorship evaluation firm Joyce Julius & Associates. The opening skit of the Jan. 11 episode was a NASCAR sponsor's dream. Gordon was cheered on by cast members Rachel Dratch, wearing a Gordon jacket, and Chris P ...

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