Driver Loyalty In NASCAR Sports

The Cleveland Indians fans have earned the reputation of being extremely dedicated and loyal to their team. According to Rosko (2016), Cleveland Indians’ fan base was ranked in the top 250 in the world. It is no secret that the baseball team has a devoted following, but it does beg the question who are these fans? The followers of the Cleveland Indians’ brand will be segmented into groups based on their demographics and geo-demographics. For the Cleveland Indians, this will entail categorizing consumers into groups based on age, gender, family size, and region.

Another strength is the loyalty of their fans. According to the drive to connect, in 2015, NASCAR had 70 million fans. Their fans are considered the most loyal in all of sports, making NASCAR the #1 sport for fan brand loyalty. Fans are not only loyal to the sport, but also to sponsors. This is one reason why sponsors are willing to pay the high premiums to align themselves with NASCAR.

Over the past sixty years, the American car scene has been dominated by two completely different vehicles and the entire communities that believe in them. Both designed, founded, and rooted in Detroit, Michigan, the Ford Mustang and the Corvette have continued to fuel the chase for the label of America’s true muscle car. The question over the years has been, why and how do consumers choose which to own, and which one is our “bald eagle”? Investigating deeper into the roots of each American superpower, it all began with introduction of something that would change the automotive industry forever. “Corvette: Dream Car Come True”, is an article that highlights the beginning of the car movement in the United States: the birth of Chevrolet’s Corvette. “Born in 1953 at the General Motors plant in Flint, Michigan, the Corvette grew up on the raceway and has ruled the road ever since” (Seiden 14). The article also goes on to mention that “the Corvette is not for racers only. True car lovers own Corvette cars for everyday driving… and the highest performance standards have been built into every model” (Seiden 14). Early dominance of Corvettes on and off the racetrack, led other competitors such as Ford Motor Company wonder why and how the Corvette could be out-driven and out-sold. Directly opposing the release of the Corvette and its multipurpose ingenuity “Lee Iacocca, then general manager of Ford Motor Company, challenged his design team to create a car that could be driven ‘to

The year 2008 was a dreadful year for corporations as it brought profit losses for their business. Corporations would rather forget this dark time in history plus trust past events do not repeat themselves. During 2008 companies were struggling to stay in the industry. NASCAR, Chevrolet, and Chrysler among others firms could not have prevented what was occurring in the USA economy (Ferrell & Hartline, 2014). There was nothing that could have altered the 2008 recession. However, the NASCAR’s overall co- branding strategy dealing with the marketing affairs seems to be a sound plan, but they lacked diversification in its sponsorship portfolio.

NASCAR’s branding strategy depended heavily on sponsorships. The concentrated focus on sponsorships, without providing categorical exclusivity to sponsors, made NASCAR easily expendable. Ferrell and Hartline reported that 50% of NASCAR’s revenue source was from sponsorships alone (2014, p. 437). As a former Account Executive, the goal is to always educate and inform advertisers/sponsors that marketing shares the significance level with that of paying the company’s utility bills; therefore, NASCAR failed to improvise with that notion, coupled with sponsorship saturation, and as a result making them susceptible to economic downfall. Marketing experts Ferrell and Hartline expressed similar interest, saying that one potential weakness of NASCAR’s

NASCAR wasn’t always one of America’s favorite things to watch or a multimillion-dollar sport. It was actually inspired by criminal activity during the twentieth century. How racecars became part of American life goes back to the early days of prohibition and how gangsters avoided the law. During this time temperance organizations wanted to restrict or abolish the consumption of alcoholic beverages. By the early 20th century, women’s groups throughout the country viewed the sale and consumption of liquor was disrupting family life, and destroying marriages. The “Anti-Saloon League”, established in 1893, led a wave of protests in 1906 against “saloon” culture. The league had support from

The quantitative research led the Miller High Life Team to conduct a Segmentation research study to find more about the target audience; males (35-40) and their feelings about the economy, Super Bowl spending, media consumption habits, and interest/activities. They learned that a consistent theme arose among participants: Anxiety over the poor state of the economy (Hayes, Hendrix, Kumar, 121). The High Life PR team coordinated informal focus groups with key audiences, including Miller Brewing local market managers, beer distributors, consumers, retailers, media, and bar owners to find out more about opportunities and obstacles surrounding the Super Bowl, the retail world and beyond. Quantitative research yielded the fact that the Super Bowl is viewed by more than 100 million people, and 28 million of those viewers host

Marketing plans and strategies are an important part of almost any business today. One of the biggest industries marketing plans have benefited and changed in a number of different ways is the sports industry. The development of the sports marketing industry has led companies to invest millions of dollars to have their product associated with specific teams, players, and sporting events attempting to connect with consumer and create profit for both parties involved. The money involved in sports marketing calls for these sponsorships and endorsement decisions to be made both strategically and confidently. After researching the sports industry from a business perspective the importance of marketing decisions is

Our case analysis looks in depth at IndyCar which is an open-wheel racing sport based in America.With auto racing becoming more popular in the U.S. IndyCar is trying to compete with its top rival NASCAR in hopes of regaining fans and finding new sponsors to help keep IndyCar as a leader in the motorsports market. This analysis will take a deeper look at IndyCar’s internal and external environments as well as their customer environment and a complete SWOT analysis. To help with IndyCar’s issues, a problem statement as well as a few alternatives to help solve their problem will also be discussed in greater detail.

One of the fastest growing sports in America today is NASCAR,” It’s impossible to watch an entire race without seeing hundreds of advertisements from the cars to the commensals to the suits the drivers wear” (NASCAR). Even though it’s not a long term advertisement some drivers put decals of upcoming movies on the hoodies or the sides of their cars. In my advertisement analysis I looked at a racecar with the advertisement of a movie called the “Incredibles”. When a driver is winning a race, all the cameras are on that car giving the advertisement publicity.

NASCAR is successful and has remained successful over its span of years due to effective branding and marketing strategies. In order to brand the NASCAR name they work on co-branding/partnering, television, differentiation, and loyalty. When corporate sponsors want to maximize their exposure, they often focus sponsorship dollars on events, teams and athletes that will prove to be reliable, respectable and, most important, repetitive advertising outlets. (Depken, Groothuis, & Rotthoff, 2014.)

With this year’s Indianapolis 500 being the 100th running of the famous race, the marketing team has been working hard to make this year’s race one of the most memorable in years. The past few years have produced a mediocre turnout compared to past races, which has lead Indianapolis 500 marketing team to state that the Indianapolis 500 is no longer viewed as the biggest racing event in the United States (Indy 500). Consequently, the Indianapolis 500 marketing campaign for this year’s race, has the dual purpose of emphasizing the race’s history and delineating their product as being more parallel with mainstream popular culture than in year’s past. We believe these efforts are wise because the Indianapolis 500 will continue to capture the legacy

Regardless of if you enjoy racing or not, you likely know what either Nascar or Formula One is. In the United States of America, Nascar is by far the most popular form of racing. This popularity allows the sport to have its “4.5 billion [dollar]” television contract that “began in 2007”(Odland). Meanwhile in the rest of the world, Formula One is the most popular. Evidently, Formula One generates an immense amount of wealth as well. Red Bull, a sponsor in Formula One, is thought to have generated “an estimated $283 million in brand exposure” in just one season alone(Smith). Due to the fact that they are both forms of racing, a multitude of people group these two very different genres of racing together and claim that they are basically the same. While there are some central similarities, these are two abundantly different forms of racing. The most important and basic similarity is that both forms of racing share the same fundamentals of racing. The essential differences between the two include the cars that are driven as well as the tracks used for races.

As there are many important variables in this decision process that are not under the direct control of the sports marketer such as the players performance or lack of competition in match, it is vital to ensure that fans enjoy a positive experience. It is necessary in an increasingly competitive and cluttered sporting landscape to strategically manage the variables that are under the control of sports marketers. It is essential to the sports marketer to understand which dimensions spectators perceive as important (Michael D. Clemes, 2011).

So for years now, the car industry has been evolving. While it is getting bigger and bigger, it is also branching off to many other sub-industries. Among those industries, one of the most popular is the racing one. It has been evolving since it has started. And to say that it is very popular in this generation would be a huge understatement. Even while it is an industry of its own (Racing industry), it still has many different branches. For instance, when we talk about racing, we can have an endless discussion about how many different kinds there are. On the legal side of racing, we have organized activities such as NASCAR racing events, but if we want to talk about illegal racing ways, we can talk about street racing or drag racing on local streets. This however, will be discussed in the main part of this paper. So before getting into the meat of this paper – which is the driving question (“Why is racing important in the car industry?”) – We need to answer why talking about his is important to know about. So, why is this topic crucial to know about? Well for starters, racing has become one of the most popular activates that most teenage boys and professionals partake in. other than that, racing brings one of the biggest revenues economically to the table. Now this means better improvements in the car industry as a whole. While we are talking about improvements to the car industry, we can certainly talk about how sport and