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Five Misconceptions of NASCAR Sponsorship

January 23, 2023: Kyle Busch shoot at RCR Studio in Welcome, NC. (HHP/Harold Hinson) By and large the sport of NASCAR has received high accolades over the years for its patriotism, fan loyalty and strong sponsor backing. Those who work in our industry and our loyal fans know that sponsors are key to the equation—without their financial support, teams would…

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…

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 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…

Execs, Insiders And Drivers Talk Top 5 Things NASCAR Is Doing To Change

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.

FOX NASCAR 2022 Viewership Up 6%

June 14, 2022. FOX Sports concludes 2022 broadcast with NASCAR. (FOX Sports PR via Twitter). NASCAR broadcasts races on four different channels: FOX, FS1, NBC, and USA Network. This week, FOX Sports concluded its portion of the season at Sonoma Raceway--producing an increase in viewership of 6% YOY. FOX reported an average viewership of nearly 3.5 million across 14 NASCAR…

6 Reasons Brands Should Align with NASCAR: Forbes.com

Inside the Growth of NASCAR Digital Media: Front Office Sports

NBC, FOX lock up NASCAR on TV for next 10 years

Back in July, NASCAR swung back to Daytona International Speedway to start the second half of the season. It also marked the beginning of NBC’s coverage of the sport, an agreement two years in the making and one that will partner the network with NASCAR for the next 10 years. It’s a boon for NASCAR, and it came on the heels of…