The Drive to Connect

The Drive to Connect

Think about the brands you like. Or love. Or you can’t live without. You have a strong emotional connection with that brand. That strong emotional connection – it’s what truly makes something a brand – is how we think and feel about it. But to make your brand loveable – for people to feel a strong emotional connection to it…
March 6, 2022
NASCAR Viewership Highest Since 2017

NASCAR Viewership Highest Since 2017

“Folks who previously didn’t watch NASCAR are now watching NASCAR," said Brian Herbst, NASCAR Senior Vice President, Media, and Productions.
June 21, 2022
NASCAR Fan Loyalty

NASCAR Fan Loyalty

Every sport has its own type of fans, and they are typically broken into two categories: fair-weather fans and all-weather fans. The fair-weather fans are what one might call “those” fans, the ones who buy a last-minute ticket for the biggest game of the season and lose interest halfway through the postgame highlights. These fans might have surface level interest…
May 20, 2022

RCR Partnerships Provide Unprecedented Access

At Richard Childress Racing, we provide unparalleled behind-the-scenes access to our partners at the track. Between meet-and-greets with drivers and Richard Childress, tours of the garage and haulers, VIP access to the Driver/Crew Chief Meeting and seats on top of the pit box for the race, RCR can provide you and your corporate guests a full day of once-in-a-lifetime memories.…
April 3, 2019
KCMG To Continue Partnership with Richard Childress Racing

KCMG To Continue Partnership with Richard Childress Racing

BY: RCR STAFF WELCOME, N.C. (August 16, 2022) – Continuing a partnership that first began more than six years ago, KC Motorgroup Ltd. (KCMG) will partner with Richard Childress Racing to sponsor the No. 8 Chevrolet driven by Tyler Reddick at Watkins Glen International. The race airs live on Sunday, August 21 at 3 p.m. ET on USA Network. “We’re looking forward to…
August 19, 2022
Rethinking branding as the main driver of a sponsorship program

Rethinking branding as the main driver of a sponsorship program

The most high-profile and visible part of a sponsorship program is branding, whether it’s signage at an event or a logo on a team uniform. Branding (and the awareness that comes with it) is one of the easiest sponsorship benefits to execute – and to quantify. But should the success of a sponsorship program be based on brand awareness? Should…
July 1, 2020