Why Motorsport
For many brands, there’s no greater marketing opportunity than motorsports. Why? Just look at the numbers.
7.8 Million
The average number of viewers for a 2011 NASCAR Sprint Cup race.
$3.5 Billion
The amount companies spent on U.S. based motorsports sponsorships in 2011 – Exclusive of activation expenses.
521 Million
The total unique global television audience during the 2010 Formula One season.
14.7 Billion
Total online impressions for IndyCar related articles in 2011.
3X
NASCAR fans are 3x more likely than non-fans to try and purchase NASCAR sponsors’ products and services.
What’s it all mean? Motorsports have a huge, loyal audience of consumers and corporations that are ready to hear about your brand.
Motorsports Are a Game Changer
On some level, companies develop motorsports marketing programs for the same reasons they might choose to promote their brand using traditional advertising. Sponsorships create exposure, promote brand attributes, drive sales and educate consumers, however that’s only the beginning. When sponsorship is the base of a strategic activation program, the benefits reach well beyond traditional marketing platforms.
Your Brand is Part of the Action
With a motorsports marketing program, you’re not just promoting your brand on the sidelines or creating a distraction during the event, instead your brand becomes intertwined with the driver, the team and the fans.
Race on Sunday, Sell on Monday
The support between companies involved in motorsports and the fans is reciprocal. The masses of fans (even outside of your associated series) appreciate your commitment to motorsports and in turn actively support your brand.
Get More for Your Money
The cost to coverage ratio for motorsports marketing programs can be one of the best in the business. With this ratio and our expertise, you can be sure that your marketing dollars will be doing more than ever before.
The Paddock is The New Golf Course
Fortune 500 companies have relied on motorsports to help build their brands for decades. Beyond their appeal to fans, race events create ideal opportunities to develop relationships and conduct business with guests, as well as with other corporations involved in the sport.
Licensed Merchandise Expands Your Brand
The sale of licensed merchandise can positively impact the effectiveness of your motorsports marketing program by; I) Expanding your brand exposure well beyond the track and race series demographic, and II) Generating incremental revenue for your company.
The Ultimate in VIP Entertainment
As an integral part of a race team, you’ll be able to offer clients, prospects and partners unprecedented access to the drivers, cars and exclusive areas.
You Can Pass it On
“Pass-Through Rights” will allow you the ability to sell or transfer your logo space to 3rd parties, such as prospects, clients, and charities, which provides your program added value and flexibility.
NASCAR
America’s most popular sport in terms of event attendance, and 2nd most popular sport in terms of television viewers – NASCAR offers one of the most effective ways to get your message in front of millions of American fans and a rapidly growing international audience.
Sprint Cup Series
As NASCAR’s top-level of competition, the Sprint Cup Series is the most prestigious stock car race series in the world. The 2012 schedule is packed with 38 events between February and November. Every race will be nationally televised on Fox, ESPN, TNT or SPEED. The Sprint Cup Series also hosts NASCAR’s most prestigious race, the Daytona 500 which was watched by over 30 million U.S. television viewers in 2011.
Nationwide Series
NASCAR’s “minor league” series offers access and coverage similar to that of the Sprint Cup Series, but at a reduced rate. The field is comprised of up and coming drivers as well as various superstars from the Sprint Cup Series. The races are broadcast nationally on ESPN 2 and SPEED.
Camping World Truck Series
NASCAR’s 3rd level of national competition offers an attractive mix of value and exposure for those looking to access some of NASCAR’s most dedicated fans. The series 22 races are broadcast nationally on SPEED and attract an average of over 30,000 attendees per race.
Key Facts
- 105 Million Passionate Fans
- Highly Televised, Large Broadcast Audience
- NASCAR Fans Are #1 Among Fans For Brand Loyalty
- More Fortune 500 Company Involvement Than Any Other Sport
- 91 Races Across 3 Series
IZOD IndyCar World Series
IndyCar is the United States’ most popular form of open wheel racing. The series has 11 U.S. and 4 international races scheduled for 2012, peaking with the Indy 500, the largest single-day sporting event in the world.
Key Facts
- 40 Million Fans
- Good Mix of US & International Audiences
- Above-Average Fan Income
- Races are Broadcast on ABC and NBC Sports Network
- 15 Races in 9 States and 4 Countries
FIA Formula One World Championship
With billions of fans spanning nearly every corner of the globe, no other motorsport has the global reach of Formula One. Plus, with two new U.S. races planned in 2012 and 2013, the sport’s U.S. audience is growing exponentially.
Key Facts
- Massive Global Coverage and Appeal
- Over 1 Billion Fans
- Growing U.S. Popularity
- The Most Technologically Advanced Cars in Motorsports
- 20 Races in 19 Countries on 6 Continents
Sports Car Racing
Grand-Am Road Racing and the American Le Mans Series offer sponsors the opportunity to connect with some of the wealthiest consumers in America. In both series, multiple race classes — from exotic prototypes to modified sports cars — race together at the same time under an endurance format. Race durations range from 2 to 24 hours, with each car piloted by several drivers throughout the event.
Key Facts
- Median Income of Fans is Over $120,000
- Nearly 1/4 of American Le Mans Fans Have a Net Worth of Over $1 Million
- The Grand-Am Series is Owned by NASCAR
- Races are Televised Nationally on ABC, SPEED and ESPN 2
- Races Broadcast Online on ESPN3.com
- 24 Events in the US and Canada
NHRA Full Throttle Drag Racing Series
The NHRA Full Throttle Series, comprised of Top Fuel and Pro Stock categories, is the most prestigious form of drag racing in the world. The head to head racing format, large bodied vehicles and static “pre-launch” moments provide unmatched logo visibility for sponsors. The participants and dedicated fan base are a true mix of age, gender, race and ethnicity.
Key Facts
- Extremely High Event Satisfaction Ratings by Spectators
- Unrivaled Fan Access to Teams and Drivers
- 2 Primary Categories Containing 2 Race Classes
- Top Fuel – Dragster and Funny Car
- Pro Stock – Car and Motorcycle
- Races are Televised Nationally on ESPN 2
- 23 Events in the US
