He adds that corporate sponsorships of special events, such as the Sprint Cup series, as well corporate advertising should also pick up as the economic recovery gains more heft.

FORBES: International Speedway: Time To Race After its Depressed Stock?

More than direct profit and loss, sponsorships of highbrow sporting events are about brand building.

FORBES: Open Sponsors, Open Wallets

Sponsorships of local and regional events can be very lucrative for business owners.

FORBES: Is Traditional Marketing Still Alive?