Your Success through NASCAR Sponsorships
Are you dreaming of your company logo on a race car going 200 mph? Your clients on the pit box with a front-row seat to strategy calls and pit stops? Promoting a new product to a national audience on track and with merchandising, along with social media by the driver and team?
This vision can become reality, and it gets even better. Loyal fans, increasing digital coverage, and levels of sponsorship to fit your budget make marketing in NASCAR a surefire win for the exciting 2023 season. Let us know if you’d like to see our NASCAR sponsorship packages.
Today, we see a broader mix of sponsors across NASCAR and an increasingly diverse audience. What may have been a simple business transaction years ago – you write me a check, I’ll paint your company’s name on the car – is now a lot more.
Fans today still see their favorite drivers on track and want to try the new candy or beverage. Beyond consumer goods, sponsorships now include many companies in the business-to-business (B2B) market. Looking across the motorsports landscape, Nippon Telegraph & Telephone (NTT) is the title sponsor for the IndyCar series, while a division, NTT Data, returns as a primary sponsor for Team Ganassi. In NASCAR, B2B technology company HighPoint continues their support of driver Chase Briscoe in 2021. These are among many examples of how prevalent B2B companies have become in sponsoring drivers, teams, races, and series.
Increased brand awareness and sales are just a few facets of sponsoring a NASCAR team. The reach of social media and directed marketing brings a brand awareness that was not possible 15 years ago. Something you might not realize is that sponsorship opportunities extend across THREE national touring series: the top-level Cup series; the Xfinity Series, “where names are made”; and the Camping World Truck series, which provides some of the most exciting racing in all motorsports.
NASCAR fans are the most brand-loyal and have the highest broadcast “stickiness” of any major sport in the United States. This loyalty to the drivers and the sport was highlighted during the 2020 season. During a two-month hiatus due to COVID-19, NASCAR developed the Pro Invitational Series, which used the iRacing platform. This innovative use of technology allowed drivers to compete in the virtual world. FOX Sports TV broadcasts of NASCAR drivers running these simulated races in their sponsored, simulated cars were a resounding success. The six-week Sunday series yielded a ratings shocker of nearly a million viewers per race.
Through the remainder of the 2020 season, NASCAR ratings for resumed in-person races remained nearly steady compared with 2019. Through November 2020, the next closest was the NFL, whose year-on-year viewership dropped 13%. (Sports Viewership Trends from SportsMediaWatch.com)
Why NASCAR in 2022?
With the loyalty shown by NASCAR fans in 2020, they’re sure to come back in droves for 2022. Attendees at the track, viewers on TV and through digital platforms, and ever-increasing ways to access drivers and merchandise through social media will combine with post-pandemic re-openings to provide a season like never before. The growing focus on B2B opportunities continues to be a game-changer for sponsors. In addition, NASCAR’s commitment to diversity and inclusion reaches a pinnacle with a new team co-owned by NBA legend Michael Jordan, featuring star driver Bubba Wallace.
What can ExoConsulting do for you?
Few sports afford the level of access to the action as NASCAR sponsors can have on a race weekend. These perks include pre-race tours of the garage area, lunch with the drivers, and watching from the pit box. The guest list can range from high-profile clients to top employees. If you want to impress a client with a lifelong memory, bring them as your guest. They will feel the power of the cars and also how much you value them. Learn more about our current nascar sponsorship opportunities.
At EC Sports Management, we have the connections and expertise to make these dreams a reality. We customize your sponsorship to meet the unique needs of your business and to achieve your marketing goals, tailored for the delight of key clients. No other company provides what we do with regard to excellence, oversight, and attention to detail.
Reach out today and let’s find ways to work together.
Since 2003, ExoConsulting’s founder, Dr. Aaron Studwell, has been providing weather support to the NASCAR community, building his reputation as an effective communicator with a passion for the sport and the people in it. Marketing and Social Media Coordinator Stevie Thompson brings her insight and artistic flair to engage our client base. Together, we provide technical expertise and business insights for client success on and off track. Let’s find ways to work together.
Written by Aaron Studwell, December 22, 2020
If you have made it this far, kudos! And thank you!