"For the most part, he's damaged goods, " says Jim Andrews, a vice president with Chicago-based IEG, which tracks corporate sponsorships.

FORBES: The Rocket, Inc.

Credit two years of pent-up demand and a rebound in the financial services sector, according to IEG senior editor William Chips.

FORBES: Sports Sponsorships Are Back

"That's often a way to do deals, " says William Chipps, a senior editor with IEG Sponsorship Report, which analyzes corporate sponsorships.

FORBES: Magazine Article

Sure enough, sponsorships declined almost 8% across the sports landscape in 2009 from 2008, according to Chicago-based IEG, which estimates a 3.9% rebound for 2010.

FORBES: At The Winter Meetings: Sponsorships Up, But Not Ticket Sales

The proprietary system calls for reps from Roush Fenway and IEG to sit down with potential sponsors and walk through a process of setting a specific objective and then tailoring the sponsor activity to meet it.

FORBES: Roush Fenway Racing Tries New Sponsor Pitch