Gordon

Live from New York ... it's Sponsor Night.

Jeff Gordon's hosting of Saturday Night Live on NBC this week netted significant dividends for his sponsors. DuPont and 10 other Hendrick Motorsports sponsors received nearly $1 million in equivalent advertising time, according to sponsorship evaluation firm Joyce Julius & Associates.

The opening skit of the Jan. 11 episode was a NASCAR sponsor's dream. Gordon was cheered on by cast members Rachel Dratch, wearing a Gordon jacket, and Chris Parnell, wearing a Bobby Labonte jacket. The screen time provided by the two in the skit generated $1.35 million in equivalent television advertising, said Eric Wright of Joyce Julius.

"Short of Tiger Woods and Nike, I can't see where any type of athlete could get his sponsorships and endorsements into an entertainment appearance like that," Wright said.

Throughout the 1½-hour broadcast, DuPont -- leading all NASCAR sponsors -- garnered $405,000 in equivalent advertising time. MBNA, a Labonte sponsor, received $255,000 in equivalent advertising time.

Other Gordon sponsors received exposure in photos of Gordon shown when the show went in and out of breaks.

Darren Rovell, who covers sports business for ESPN.com, can be reached at Darren.rovell@espn3.com.