NASCAR 101

11 articles
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…
How Much Does a NASCAR Sticker Cost?

How Much Does a NASCAR Sticker Cost?

When it comes to NASCAR, there is a big learning curve into truly understanding how sponsorship works. This one is the most commonly asked question we get: “How much does a sticker on a race car cost?” Safe to say everyone wonders that, and it is an interesting question but one that has never been clearly answered. So to set…
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…
2020 NASCAR Schedule Update

2020 NASCAR Schedule Update

After nearly two months away, the team at Richard Childress Racing is looking forward to the return to racing when the NASCAR Cup Series resumes at Darlington on May 17th. The impact of COVID-19 has been felt by millions across the country and around the world, and we are eager to restore some sense of normalcy as we bring America’s…
Why your sponsorship program should include a business development component

Why your sponsorship program should include a business development component

Sponsorships are largely viewed as vehicles to accomplish an assortment of marketing goals by creating connections with consumers. Sure, that can increase brand affinity and loyalty, but what about tapping into sponsorship assets to support business development efforts too? It makes a lot of sense, because the objectives in connecting with commercial customers are largely the same as connecting with consumers, albeit…
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