Busting 6 Myths of NASCAR

Advertising and marketing strategies have undergone a significant evolution throughout the last three decades, but no one tactic that businesses use to reach consumers has experienced more of a transformation than sport sponsorship.

Brands that outshine their competitors are creating dynamic campaigns to become an integral part of the entire experience. More and more, the values and congruent messages between the brand and property are portrayed in content and campaigns. In motorsports, brands are intertwined within the race itself, from logo placements on the cars and tracks to content development for pre-race, post-race and season-long editorials. For the drivers on the track, the players on the field and the athletes in competition – preparation, passion and purpose direct them to be in the right place at the right time. When we drive sponsorship through sport, we inspire audiences, sports fans and consumers to see, learn and engage with the biggest and best brands in the world. Branding through sponsorship – it’s about being in the right place at the right time.

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MYTH 1: FANS ARE CONSUMING NASCAR LESS
  • 13.2M Average race day users reached (cup series)
  • 55M unique visitors to NASCAR.com
  • 95 average minutes viewers watch every race
  • 4BN social impressions

MYTH 2: EROSION OF TV RATINGS
NASCAR held its own against a general softening of sport event programming and shift in media consumption habits
  • 7% all sports programming
  • 7% Indy500
  • 7% Stanley Cup Finals
  • 13% US Masters
  • 8% NFL
  • 38% NCAA Final Four
  • 7% Monster Energy NASCAR Cup Series

MYTH 3: FANS ARE OLDER, LOWER ECONOMIC STATUS, MALE
  • Millennial reach (18-34) second only to NFL in terms of millennials reached per event (viewership at 370k/event)
  • NASCAR reaches the highest proportion of women in sports
  • 39% aged 55+
  • 37% aged 35-54
  • $73k Average HHI
  • 1 in 4 NASCAR fans are multicultural
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MYTH 4: SPONSORS ARE LEAVING THE SPORT
  • More than 1 in 4 Fortune 500 companies are in the sport
  • Nearly half of Fortune 100 are up 5% Y/Y
  • 20% increase since 2008

MYTH 5: EVENT ATTENDANCE IS LOW
NASCAR leads the way in average attendance:
  • NASCAR = 80,000
  • NFL = 69,000
  • MLB = 39,200
  • MLS = 21,700
  • NBA = 17,800
  • NHL = 17,600

MYTH 6: SPONSORSHIP IS TOO EXPENSIVE
Some of the opportunities include:
  • $300k-$2.5m = League Partnership
  • $250k-$16m = Team Partnership
  • $75k-$1.5m = Media Partnership (broadcast and digital)
  • $50k-$150k = Driver PSA
  • $150k-$1.25m = Event Entitlement
  • $25k-$250k = Track Partnership

In general, meaningful and impactful partner opportunities exist at various investment levels and are not as expensive as generally thought.

MEASURABLE RESULTS
Motorsport drives more than awareness and impression numbers, and with proper strategy will impact consideration, loyalty and product trial, while also providing:
  • Business to business opportunities
  • Employee engagement opportunities
  • Customer hosting
  • Unique content (digital/social, etc.)
  • Once in a lifetime experiences