sports & entertainment marketing
DESCRIPTION
Sponsorship. Sports & Entertainment Marketing. 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 - National - PowerPoint PPT PresentationTRANSCRIPT
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SPORTS & ENTERTAINMENT MARKETING
SPONSORSHIP
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Sponsorship Form of Sales
Promotion
Most often used in the sports and entertainment industries
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is built on sponsorship
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The History of Founded in 1948 Annual attendance
exceeds 9 million fans visiting 37 races
N - NationalA - AssociationS - StockC - CarA - AutoR - Racing
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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
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sales NASCAR licensed
products1990 – $80 Million
2004 – $2.1 Billion
Sales have increased 3000% since 1990
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sales Last year NASCAR
made 3 billion in licensed product sales
More Fortune 500 companies sponsor NASCAR more than any other sport
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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
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fans 33% have incomes
between $30,000 and $50,000
30% have household incomes over $50,000
53% are over 35 64% are married
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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%
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Brand Future NASCAR Café:
Themed restaurant
NASCAR SpeedPark: Go kart tracks
○ Vaughan, ONT○ Myrtle Beach, SC○ Concord, NC○ Smokey Mountain, NC○ St. Louis, MO
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Brand Future NASCAR ride at
Carowinds Park
NASCAR driving experience
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So What’s The Big Deal?1/3 of the Fortune100 firms
sponsor a NASCAR racecar
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The BIGGEST Sponsor of All
NASCAR Sponsorship
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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
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Main Sponsor$5-9 million
Includes hood, driver’s chest and TV panel (back of trunk)
HoodDriver’s chest
TV Panel
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B-Post$75,000 - $150,000
Other Sponsorship Options
Trunk$500,000 - $1 million
C - Post$250,000 - $750,000
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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
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Other Sponsorship Options
Roof and Door panelsCar Number locations
No Ads are permitted here