Sports & Entertainment

Data Analysis

NASCAR NY Racing Sponsorship ROI Externship

Build a data-driven sponsorship strategy for a real NASCAR team. You'll scrape race results, pull social engagement from Reddit and YouTube, and create a visibility scoring model that ranks sponsors by ROI—then present your recommendations to NY Racing leadership.

8 weeks

Live Sessions Start

March 2, 2026

Start Onboarding Today

Every NASCAR team's survival depends on one critical skill: proving to sponsors that their investment pays off.

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In this hands-on externship, you'll step into the role of a sports analytics consultant tasked with answering a question worth millions—which sponsorship opportunities deliver the best visibility bang for the buck? You'll build a complete data pipeline from scratch, scraping race results, pulling social media metrics from Reddit and YouTube, and tracking news coverage to create a comprehensive picture of sponsor exposure across an entire NASCAR season. By the end, you'll deliver what NY Racing's leadership actually needs: a polished strategy deck with 2-3 data-backed recommendations for where to target future sponsors.

Project Output

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Students analyze publicly available NASCAR race performance data and sponsorship exposure metrics to estimate "visibility ROI" for sponsors. Using Python, Google Sheets, and accessible free APIs, externs produce a unified dataset, a sponsorship visibility scoring model, and actionable recommendations for NY Racing's sponsorship strategy.

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By completing this externship, learners will be able to:

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Collect publicly available NASCAR race data and organize it into structured datasets using Python and web scraping techniques
Clean and merge data from multiple sources (race results, social media, news) using Python Pandas
Analyze relationships between race performance metrics and sponsorship visibility indicators through exploratory data analysis
Build a weighted scoring model to rank sponsorship opportunities by exposure efficiency
Evaluate model results to identify the highest-value sponsorship targets for NY Racing‍
Present data-driven recommendations in a professional stakeholder deck with clear methodology documentation

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The goal is to research and present 2-3 actionable, data-backed recommendations for where NY Racing could target future sponsors.

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Tools you'll use and learn:

Python 3.8+

Jupyter Notebook

Pandas

BeautifulSoup4

PRAW

Matplotlib/Seaborn

Google Sheets

Google Slides or Canva

Plotly

Get Started with Onboarding Today Before Live Sessions Begin

Join our 8-week Externship with NASCAR NY Racing to get exposure to the sports business industry!

Start Project Today

This Externship has passed

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What past Externs have to say

Erik Schalk

Beats by Dre Extern

"Extern played a crucial role in bridging the gap between my formal business education & real-world application. The opportunity to present actionable recommendations to the Head of Customer Insights at Beats by Dre was invaluable, propelling my leadership journey and paving the way for my current role at Rolls-Royce.”

Now a Project Lead
at Rolls-Royce

Tori Nguyen

AT&T Extern

“I credit the Externship as the sole reason I was hired to intern at AT&T. I had never heard of the AT&T internship program and would never have applied to it if I hadn’t gone through the Externship. It allowed me to develop my skills, showcase my work and ultimately stand out so I was awarded the opportunity to interview the CEO of AT&T!”

Became an intern
at AT&T

Richard Wilson

Meta Extern

"The Externship is a great way to introduce students to what it is like to work on a project. I became a lot more data-focused and analytical in my approach. As an industrial engineering major, people questioned how the externship was related to my studies. My journey has shown me that you don’t have to be limited by your major."

Now a Technical
Program Manager at Meta

Maisa Mirza

HP Tech Ventures Externship

“During my venture capital externship, I learned how to use industry-standard metrics and tools like SQL and Tableau to determine startup success potential.This opportunity helped me stand out as a candidate and opened new doors for me - including offers from EY and Accenture."

Now an Analyst
at Accenture

Garrett Boyce

HP Tech Ventures Externship

“If I hadn’t done a VC externship during term time, I know I’d be spending hours watching YouTube videos just to understand which careers I might enjoy! I don’t think I fully understood the value of an externship till I actually did one and now I want to argue that externships should be a part of the college experience for every student.”

Now an Analyst at Boston Consulting Group

Diego Juarez

Crafted Capital Externship

“My Externship really changed my career trajectory. As students, we often chase after Fortune 500 work experiences, but the intimate experience of getting to work with a startup can actually really help you learn a lot and level up what you can bring to the table. My cohort even had the opportunity to speak with the founder of Crafted Capital and learn from his firsthand experience.”

Now a CLDP Analyst at
JP Morgan Chase & Co

Skills You'll Gain

Python

API integration

Data Scraping

Data cleaning and transformation

Data analysis and correlation analysis

Data visualization

Building weighted scoring models

Your Schedule

8 weeks

Project 1

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Sponsorship ROI Foundations

Project 2

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Data Collection & Integration

Project 3

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Exploratory Data Analysis

Project 4

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Sponsorship Visibility Scoring Model

Project 5

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Final Strategy & Presentation

About NY Racing

NY Racing is a motorsports organization competing in the NASCAR Cup Series, where teams battle across 36+ races per season in front of millions of viewers. Like every NASCAR operation, NY Racing depends on sponsorship revenue to fund competitive performance — from engine development and pit crew salaries to travel logistics and driver marketing. With sponsorship dollars under increasing scrutiny, the team needs data-driven insight into which partnerships deliver the strongest return on visibility. As an extern, you'll help NY Racing evaluate the sponsorship landscape by building an analytical framework that quantifies exposure value and identifies the highest-efficiency opportunities in the series.

The Home Depot is not accepting or considering any applications for this Externship through other channels.

Meet Your Host

John Cohen

Principal Owner

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As a Grambling State University (HBCU) alumnus, Cohen leverages his platform to spotlight historically Black colleges and universities, featuring schools like Grambling State and North Carolina A&T on his race cars to create national visibility and celebrate Black excellence and educational heritage. His team's distinctive graffiti-inspired hauler reflects New York City's hip hop culture, bringing authentic urban artistry to the NASCAR garage and challenging traditional motorsports aesthetics.

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Beyond racing, Cohen creates meaningful opportunities for underrepresented professionals in mechanics, engineering, design, and marketing, partnering with organizations like the Urban Youth Racing School in Philadelphia to inspire students to pursue careers in motorsports.

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Meet Your Host

John Cohen

Principal Owner

John Cohen is the owner of New York Racing Team (formerly Team Xtreme Racing), a NASCAR Cup Series team he has led for sixteen years. He operates in one of the most financially demanding environments in American motorsports, demonstrating exceptional resilience and strategic discipline by maintaining his team's presence through economic shifts, sponsorship challenges, and intense competition against manufacturer-backed organizations. As a Grambling State University (HBCU) alumnus, Cohen leverages his platform to spotlight historically Black colleges and universities, featuring schools like Grambling State and North Carolina A&T on his race cars to create national visibility and celebrate Black excellence and educational heritage. His team's distinctive graffiti-inspired hauler reflects New York City's hip hop culture, bringing authentic urban artistry to the NASCAR garage and challenging traditional motorsports aesthetics. Beyond racing, Cohen creates meaningful opportunities for underrepresented professionals in mechanics, engineering, design, and marketing, partnering with organizations like the Urban Youth Racing School in Philadelphia to inspire students to pursue careers in motorsports.

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