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…
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.
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…

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…

Richard Childress Racing Celebrates 50th Anniversary in 2019

2019 will be a milestone season for RCR as it celebrates its 50th year at the top level of American motorsports. Our anniversary season will be highlighted by a robust content plan that will enhance our partners' connection with our fans throughout the season. To kick off our season of celebration, we debuted the video below to our 400+ employees…
RCR Hosts Partner Summit in Dallas

RCR Hosts Partner Summit in Dallas

Richard Childress Racing recently convened executives from its family of partners in Dallas, Texas for a day of extensive presentations, thought-provoking discussions on best practices, and networking among the partners. Guest speakers included Larry Ryan, Business President, North America & Business President, Growth Platforms & Technologies at The Dow Chemical Company; Zach Hotz, Head of Marketing/Senior Director, Twisted Tea at…
Austin Dillon Uses Last-Lap Pass to Win Daytona 500

Austin Dillon Uses Last-Lap Pass to Win Daytona 500

DAYTONA BEACH, Fla. Austin Dillon prevailed in a game of Survivor played at 200 miles per hour, winning the Sundays Daytona 500 fiercely and unapologetically after turning race leader Aric Almirola in the third corner of the final lap. Ten of the 40 drivers who started the Monster Energy NASCAR Cup Series season-opening event finished on the lead lap in…
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