For UPS, sports sponsorships—like the one the company has as the official package carrier of NASCAR—translate to top-line business. That’s because before signing on as a sponsor of any property, the company “looks for opportunities to [entertain] our customers, recognize our employees, and network with the people that orchestrate the event itself,” says Ron Rogowski, director, sponsorship and events, for UPS in Atlanta. That networking leads to relationships like the one UPS has with ...

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