sports & entertainment marketing

SPORTS & ENTERTAINMENT MARKETING

SPONSORSHIP

Sponsorship Form of Sales

Promotion

Most often used in the sports and entertainment industries

is built on sponsorship

The History of Founded in 1948 Annual attendance

exceeds 9 million fans visiting 37 races

N - NationalA - AssociationS - StockC - CarA - AutoR - Racing

as a BRAND NASCAR is a “brand” The second highest

rated live sport on TVBehind the NFL

71% of NASCAR fans are loyal to brands that sponsor the sportMore than any other sport

71%

29%

Loyal Fans

Banking on NASCAR

sales NASCAR licensed

products1990 – $80 Million

2004 – $2.1 Billion

Sales have increased 3000% since 1990

sales Last year NASCAR

made 3 billion in licensed product sales

More Fortune 500 companies sponsor NASCAR more than any other sport

fansThe majority of NASCAR fans do not

fit into the general stereotype associated with the sport

78% of NASCAR fans are high school graduates

40% of NASCAR fans attended college

36% are in professional or managerial occupations

70% have full-time employment

fans 33% have incomes

between $30,000 and $50,000

30% have household incomes over $50,000

53% are over 35 64% are married

fans Women make up almost 40%

of the NASCAR fan base More than any other sports

Sport Women MenNASCAR 38% 62%

NFL 35% 65%

MLB 31% 69%

NBA 28% 72%

NHL 12% 88%

Brand Future NASCAR Café:

Themed restaurant

NASCAR SpeedPark: Go kart tracks

○ Vaughan, ONT○ Myrtle Beach, SC○ Concord, NC○ Smokey Mountain, NC○ St. Louis, MO

Brand Future NASCAR ride at

Carowinds Park

NASCAR driving experience

So What’s The Big Deal?1/3 of the Fortune100 firms

sponsor a NASCAR racecar

The BIGGEST Sponsor of All

NASCAR Sponsorship

Who’s missing? Hard liquor has not traditionally been a

part of NASCAR Introduced into the sport in 2004 to bring

an influx of cash to the sport

Liquor Brands and NASCAR

Main Sponsor$5-9 million

Includes hood, driver’s chest and TV panel (back of trunk)

HoodDriver’s chest

TV Panel

B-Post$75,000 - $150,000

Other Sponsorship Options

Trunk$500,000 - $1 million

C - Post$250,000 - $750,000

Front Fender$30,000 - $100,000

Other Sponsorship Options

Rear Quarter Panel$750,000

Front Quarter Panel$750,000 - $150,000

Lower Quarter Panel$25,000 - $75,000

Behind Rear Wheel$200,000 - $600,000

Other Sponsorship Options

Roof and Door panelsCar Number locations

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