NASCAR Branding And Marketing

“For a promotion to be successful, it must be profitable. And to be profitable, it must enhance some, if not all, of the following goals: 1. Paid attendance, 2. Corporate tie-ins, 3. Sponsor value, and 4. Media coverage” (Helitzer 317). Promotions must increase the number of people at the event, or paid attendance, it also must enhance corporate tie-ins, which are signs or give-a-ways at the stadium. Sponsor value, or the value perceived by the sponsor must also be enhanced along with media coverage. Media coverage is enhanced by sending the local or national media sources bulletins about the events or by having press conferences. A strategy that a sports marketer must use is to stagger the promotional gimmicks throughout the event. If one staggers the promotion, then the audience is always aware of the event and looking out for the promotions.

NASCAR community is made up of sports personalities. The community values sports and champions sporting activities with the aim of fostering peace and unity (Batchelor 226). They have always achieved significant gains with the sporting initiatives concerning the transformation of the way of life of the southern people including other parts of the nation. Likewise, NASCAR is a sporting community that coordinates multiple auto-racing sporting events. The community started its activities in 1948, and the brain behind its formation is known as Bill France. It was formed to spearhead motorsports stock-car racing that is highly prominent. The community’s objective was to foster cultural practices, provide a

Their ability to successfully co-brand themselves is an invaluable strength. As mentioned above, their fans patron the sponsors, increasing their profits. It’s because of this, that allows this co-branding strategy to work. Because NASCAR knows how important it is for sponsors to see an increase in sales, they offer training sessions to help them make the most out of their sponsorship. Sponsorships make up 50% of NASCAR’s revenue so it’s vital that these partnerships are maintained.

"A 1999 survey of sports sponsors by Street & Smith's Sports Business Journal ranked NASCAR No. 1 in licensing, promotional opportunities, retail tie-ins, client endorsements and media coverage--ahead of the NFL, NBA and Professional Golf Association" (Advertising Age, Sc 1).

Richard Petty’s sponsors are Sprint Cup Series, Xfinity Series and, STP. As I look at his Genre of sponsorship is see a continuous pattern big spenders and well known companies which means Richard makes them look good. I also feel strongly that he has these certain sponsorships because he is known to be the racer ever to race. Richard has a winning mentality he has won the NASCAR championship a total of seven times and He was also honored the Medal Of Freedom from President Bush. I think Richard has achieved the highest awards that this with him be inducted into the Hall Of Fame.

One thing that most people might not know is that the drivers have to have air pumped into their helmets. The reason for this is because with the amount of gear they have to wear they can’t breath well. They also have to wear fire resistant suits. Incase the car catches on fire they will be protected. With this features nascar is one of the safest sports.

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

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 marketing strategy for IndyCar is to help solve the problem of different ways for IndyCar to strengthen its standing in the American motorsports market, in order to grow as a spectator sport in the auto racing industry. Alternatives like creating new relationships, ensuring the safety of drivers, and offering free advertising space are some of the ways to help IndyCar strengthen their presence in the motorsports industry.

Positive aspects. The Chevrolet Company took a big step forward in its advertising campaign last spring. The company decided to have a new promotional form which was to run an ad contest that people can post their video clips about the Chevy Tahoe in its website. The benefit for this approach is to involve people who are really interested in the company’s products in conversation (Rose, 2006). By doing the customer-generated advertising, Chevrolet enhances the relationship with its customers and establishes the customer loyalty. People can share their thoughts and participate in the communication which means they have the power to influence the brand and the

This article continues to explain that once a sports marketer creates a product and advertises it on a small scale, “Sports marketers get ahead by gradually representing bigger, more important and more prestigious sports teams, companies, associations, and athletes.” In other words, sports marketers need to have a plan of action to promote their product on a larger scale over time. Also, sports marketers spend much of their planning on the aspect of promotion. Mihai verifies that the category of promotion serves to prove that the product is desirable through advertising, sales, sponsorship and public relations. If a sports marketer follows these planning steps, his/her work will lead to a successful product with a large margin of profit.

The branded product at the heart of the SLP is the Ford Mustang. The Mustang was first introduced in 1964 and has become one of Ford's most iconic brands (Damian, 2006). Automobiles in general are a good subject for the study of branding because the car itself changes every year, but the brand does not. Over time, specific brands become associated with particular attributes, in terms of product category, positioning, price, and in the case of cars their styling, design and the lifestyle attributes that are associated with that vehicle. The Mustang has gone through roughly five iterations, and is currently in its fifth generation (Markus, 2010).

Also in these, sponsorship has been contributing to sale greatly. For example, the company has been sponsoring soccer FIFA World cup, it told that 2billion people watched that games and broadcasted to around 200 countries. In addition, the company has been joining a motor show every year, and then announcing new product and new technology. Toyota conducts a lot of promotion activities, there would be few people who do not know the name of Toyota.

Sports’ marketing is becoming more readily known as the vehicle that drives the sports business to success. It is “orientated toward consumers and about thinking, deciding and acting in terms of the final consumer. You have to know who your consumers are, what they want and need and use this effectively as a sports marketer orientating the drive more toward the market, not the product (Sports Marketing: The motor that drives the sports business