Of the 33 race cars in the Indianapolis 500, the editors counted three cars with prominent home channel sponsorships (not counting Target and Meier). In the Menards car, Ed Carpenter was 8th. And in ABC Supply-sponsored cars, A.J. Foyt IV and Vitor Meira finished 16th and 21st, respectively.

We asked: Why is NASCAR so much bigger than Indy Car when it comes to marketing of home products and building materials? Here's what we heard:

“In my opinion, one of the primary reasons of NASCAR having been more successful in attracting sponsors was when the open-wheeler side of racing fractured when the IRL was created. That rift led to less attendance and lower ratings, thus logically NASCAR was a benefactor. I'm sure there are several other reasons, but this one sticks out in my mind. Now that the rift is healed, it will be interesting to watch if things improve. Even the mighty NASCAR marketing juggernaut is feeling the pinch of the ‘recession.’ It would be safe to say that sponsors of all racing series worldwide are under the microscopes of accountants and boards.”

— Jim Fulmore
LBM Coordinator – Atlantic
Home Hardware Stores

“I think that the recent turmoil of the whole CART/IRL split, bankruptcy and merger has pushed its fan base away. But, the real attraction to NASCAR is more simple -- from a fan’s perspective the drivers are just good ole’ boys like the rest of us. They don’t have some elite status like Formula One drivers, which CART/IRL has tried to emulate to a degree. This has created a much larger fan base for the sport. Larger fan base equals better TV coverage. Better TV coverage equals better sponsorship. The basic shape and size of the cars allows for a bigger rolling billboard for the sponsor of NASCAR as well.”

— Patrick O'Neil ?
Area manager
NY Outlying Stores
Stock Building Supply

“I think NASCAR is the average man's sport, and Indy car has always been the wealthy man's sport. Average people work on their own homes and shop at and support the Menards, Meijer, Target, Lowe's and Home Depots of this country. Wealthy do not. It is as simple as that.”

— Kate Semer
Winzeler Stamping Co.

“NASCAR is a sport started by the good old boys. The Indy races are a rich man's race. There are more good old boys in the building industry than rich men."

— Fred Earp

“NASCAR has more races in bigger markets, and the cars are big enough to see what is being promoted. I watch Indy, and I cannot tell what a car is promoting. I only recognize the color. Even when they are stopped in the pits, many are hard to read. Everybody loves to watch Danica Patrick, but can you read her sponsors? From the front or rear (of the car) you can’t read anything.”

— Greg Hartmann