Air races rebranded in bid to draw national sponsors

In an effort to attract more national sponsors and more national awareness, the Reno Air Racing Association is rebranding its signature event as the National Championship Air Races.

Dwindling sponsorship from northern Nevada organizations is the primary factor behind branding the 44-year-old races with a national focus, says Mike Houghton, Reno Air Racing Association president and chief executive officer.

"As we deal with a reduction in local sponsor support, we have to do everything we can to replace it. The market for that is outside of our own city, and we must posture ourselves as an attractive sponsor for companies and causes outside our own market," says Houghton.

He says the Reno Sparks Convention and Visitors Authority's sponsorship of the event has decreased from a high of $100,000 a few years ago to zero in cash this year. In searching for replacement dollars, air races organizers think it's better to bill the event with a national twist because the race offers higher value that way than as a Reno event.

"We are going for bang-for-buck. If a national sponsor is willing to write a larger check because it is a national event, we are (banking) on the fact that it is truly a national championship," the air races executive says.

Houghton says the "national championship" billing also keeps other races from upstaging the hometown event. Both names, as well as the National Air Races, are registered trademarks since 1964, Houghton says.

Merchandise such as T-shirts will continue to be sold under both names. "You have to look at merchandise in a totally different frame," Houghton says. "You merchandise what will sell, and designs are a primary selling element."

The National Championship Air Races begin Sept. 12-16, with qualifying and practice flights beginning Sept. 9.