ACTIVATE WITH
BRAND ACTIVATION MAXIMIZER
We Turn Sports Sponsorships into Measurable Sales.BAM is a full-service sports sponsorship activation agency specializing in NASCAR, PGA Tour, and Minor League Baseball programs for CPG brands, national retailers, and corporate sponsors. For 30 years, we've connected brands to consumers at the moments that matter most — on the track, in the stands, and at the point of sale. The result: over $360 million in procured sponsorship investment and measurable retail sales lift for more than 112 national brands.
WHO
WE ARE
BAM is a full-service sports sponsorship activation agency with three decades of experience turning event investments into retail sales performance. We specialize in connecting national CPG brands and retail chains to sports properties — primarily NASCAR, PGA Tour, and Minor League Baseball — and then engineering every touchpoint between the sponsorship and the store shelf.
Our approach goes beyond logo placement and hospitality. BAM's Activation Architecture framework integrates event marketing, in-store merchandising, co-marketing partner procurement, PR, and closed-loop measurement into a single, accountable program. Every activation is built around one question: does this move product?
That discipline has earned us long-term partnerships with brands including Kroger, Coca-Cola, Sysco, Kimberly-Clark, Danone, and Pfizer — and a 13:1 average ROI benchmark across our programs.
"Tad Geschickter and his team at BAM have truly been the backbone to the Kroger Racing program now for more than a decade,” said a Kroger spokesperson. “BAM has enabled Kroger and its vendor partners to capitalize on all aspects of the program in a successful way to showcase not only brand awareness, but an overall return on their investment. We’re proud of the relationship and look forward to continuing to find success on the track and on the shelves.”
WHY SPORTS SPONSORSHIPS?
Sports sponsorships have become one of the most powerful tools in a brand's marketing arsenal. Unlike traditional advertising, sponsorships connect brands with consumers in high-emotion environments where engagement is genuine, attention is earned, and brand affinity runs deep. Today's consumers actively favor brands that show up in the spaces they care about — rewarding long-term partnerships with loyalty, advocacy, and measurable purchase behavior. For CPG brands, retailers, and corporate sponsors alike, the ROI case for sports sponsorships has never been stronger. The question is no longer whether to invest — it's how to activate those investments to their fullest potential. That's where BAM comes in.
For CPG brands competing for shelf space and shopper attention, sports sponsorships offer something traditional advertising cannot: permission-based engagement in a high-emotion environment. NASCAR alone delivers 75 million dedicated fans with above-average household incomes and a proven tendency to purchase brands that support their sport. BAM has spent 30 years building the infrastructure to capture that intent — from trackside activation to incremental retail display programs — and translate it into documented sales lift.
OUR
WORK
Event sponsorships are now a mainstream advertising tactic. BAM integrates brands into events that resonate with consumer passions, resulting in unparalleled engagement. Our sponsorship programs deliver value across Advertising, Marketing, Sales and HR.
(click on a case study below to learn more)
Kroger Racing | 15-Year NASCAR Sponsorship & CPG Retail Activation
The Kroger Racing Program is BAM's flagship — and the clearest proof of what the BAM Blueprint delivers at scale. For over 15 years, BAM has managed Kroger's NASCAR Cup Series sponsorship end-to-end, integrating the program directly into Kroger's annual sales planning cycle and activating it across every layer of the retail ecosystem: incremental floor space, digital visibility through Kroger Precision Marketing, hyper-local market activations tied to live race weekends, and high-level B2B planning sessions between Kroger senior leadership and participating CPG brand executives.
The program operates on category exclusivity — meaning every participating vendor brand owns its competitive space without internal conflict during the highest-impact promotional windows of the year. BAM's "Selling Cases and Winning Races" model isn't a slogan; it's a data-validated framework with 15 consecutive years of positive ROI for Kroger, its CPG vendor partners, and the NASCAR program itself.
The results: positive ROI every year for all program participants, incremental display and digital visibility secured for every participating brand, and strategic retailer-brand alliances that operate well above the transactional level. The Kroger Racing Program is the BAM Blueprint in its purest form — and that blueprint is built to run in any vertical.
Sysco Racing | B2B Sports Sponsorship
BAM built and manages Sysco's NASCAR activation program, connecting foodservice vendors to operator purchasing decisions through trackside hospitality, branded content, and the Races for Cases sales incentive framework.
Kroger Delivery | CPG E-Commerce & Last Mile Activation
Kroger Delivery scaled from $0 to $2 billion in grocery e-commerce sales in four years — and BAM built the activation infrastructure that puts CPG brands inside that growth. The Kroger Delivery Co-Marketing Program connects participating brands to every last mile touchpoint: co-branded delivery truck fleets, fulfillment center placement, delivery inserts, driver apparel, and a branded Mobile Marketing Unit deployed at high-traffic community events. BAM layers Kroger Precision Marketing's closed-loop digital measurement on top of every physical activation — connecting household-level sales data directly to last mile impressions. The result: brand awareness, trial, and measurable digital penetration growth in one of grocery's fastest-moving channels.
Scalable Health Access Network | Kroger Health & NASCAR Mobile Tour
Kroger Health had expanded its in-store pharmacy services — but shoppers didn't know. BAM designed a fully integrated NASCAR sponsorship and mobile tour program that took the pharmacy directly to consumers. A branded mobile health trailer traveled to 180 community events nationwide, offering on-site biometric screenings, vaccinations, and nutritionist consultations. BAM procured pharmaceutical and "healthier for you" food brand co-marketing partners to fund the initiative, effectively making the program cost-neutral. The results: more than 1 million consumer health engagements and a 54% increase in vaccination rates for participating pharmaceutical partners.
Grilling All-Stars | Minor League Baseball National CPG Sponsorship
When a coalition of complementary BBQ brands needed a national summer sponsorship platform that could activate locally without 140 individual team deals, BAM engineered one. We negotiated the first-ever national CPG sponsorship across all 140 Minor League Baseball teams simultaneously — creating a unified platform with genuine local resonance in communities across the country. Participating brands received in-park retailer signage at every MiLB stadium, a consumer sweepstakes with game tickets and "Batboy for a Day" experiences, and social media amplification through MiLB's national and team channels. The program delivered incremental merchandised volume at every participating retailer and became a standout sell-in story for local and regional grocery buyers.
Full Carts, Full Hearts | Feeding America Cause Marketing
Back-to-School is one of the most competitive retail windows of the year. BAM gave a coalition of CPG brands a way to break through it — by connecting every purchase to a meal backpack for a child in need. BAM negotiated a national partnership with Feeding America and their network of 240 food banks, securing licensed use of the Feeding America logo at $1 per backpack. Local food bank connections gave individual store managers and regional buyers a community story to tell — earning the kind of genuine display support that purely promotional programs rarely achieve. Results: record Back-to-School sales for participating brands and widespread retailer acceptance across every participating account.
PGA Tour | Athlete Sponsorship & Retail Buyer Activation
A CPG brand needed national media reach, a credible social presence, and a retail sales tie-in — all within a modest budget. BAM procured a sponsorship with a winning PGA Tour professional whose audience precisely matched the brand's target demographic. Logo placement on the athlete's shirt generated national broadcast impressions exceeding the total cost of the sponsorship. Guaranteed social media posts reached a highly engaged, brand-loyal audience. Exclusive golf outings and tournament hospitality gave the brand's retail buyers relationship-building access that traditional sales calls can't replicate. BAM also secured E-Z-GO as a co-marketing partner, donating a top-of-the-line golf cart as the prize for a national consumer sweepstakes — at no additional cost to the brand. Results: expanded retail distribution, increased market share, and a record-breaking sweepstakes entry count.
Choose Forest Friendly | Earth Day Sustainability Retail Promotion
A paper products brand had a genuine sustainability story but needed a platform to make it move product. BAM built one around a single, powerful mechanic: every purchase plants a tree in the shopper's local community. We negotiated a national tree-planting sponsorship at $1 per tree, then transformed Earth Day into a national retail merchandising event — executing dedicated local media events for every participating retailer on planting day, giving store managers and regional buyers a photogenic, community-rooted moment that earned genuine display support. The promotion resonated most with millennial and Gen Z consumers, delivered incremental merchandising support across all participating retailers, and turned a potential category vulnerability — paper sourcing — into a compelling and credible brand strength.
SOME OF OUR
CLIENTS
Our clients are our top priority, and we are dedicated to understanding and meeting their unique needs. By consistently delivering exceptional service and value, we ensure their success and satisfaction comes first.
OUR
TEAM
Over 200 years of combined experience in turning sponsor advertising into meaningful engagement and measurable sales growth. Our leadership team has diverse experience, including former sales executives, brand managers, shopper marketers, retail merchandisers, retail operations executives, hospitality industry insiders, and public relations/social media experts. We deliver a fully comprehensive and innovative approach to each client's objective for optimal results.
FUN
FACTS
30
YEARS IN SERVICE
For three decades, BAM has built and managed sports sponsorship programs that deliver measurable results for national CPG brands, retailers, and corporate sponsors. Our longevity reflects one simple truth: our programs work.
$360M
PROCURED SPONSOR
DOLLARS
BAM has negotiated and secured over $360 million in sponsorship investment on behalf of our clients — consistently delivering below-market rates through long-standing relationships with NASCAR, PGA Tour, Minor League Baseball, and more.
112
BRANDS SERVED
From Fortune 500 CPG companies to regional retail chains, BAM has activated sponsorship programs for over 112 brands across food and beverage, healthcare, financial services, and consumer goods categories.
>2,300
INCREMENTAL IN-STORE DISPLAYS
Every incremental display represents a brand that moved from the shelf to the shopper's basket — the ultimate measure of a sports sponsorship that actually works at retail.