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…

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.…
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…
NASCAR’s Return to Racing at Darlington Raceway

NASCAR’s Return to Racing at Darlington Raceway

The TV ratings from NASCAR's return to racing at Darlington Raceway are a great representation of how meaningful live sports can be. We are proud to be back on the track and look forward to seeing what the rest of this season has in store for us.
Caterpillar Kentucky Activation Video

Caterpillar Kentucky Activation Video

Our friends at Caterpillar had an action-packed weekend at Kentucky Motor Speedway as they continue to use their RCR partnership to drive business. Watch the video below for a quick glimpse into their weekend activations featuring Daniel Hemric and Richard Childress.
2019 Monster Energy NASCAR Cup Series on Fox Sports

2019 Monster Energy NASCAR Cup Series on Fox Sports

Positive momentum in the first half of the 2019 NASCAR season as television viewership with FOX was up 2%. We're excited to keep the momentum going with NBC in the second half of the year!