Austin Dillon Wins the Coca-Cola 600

Austin Dillon Wins the Coca-Cola 600

The No. 3 car is back in Victory Lane. Austin Dillon drove the No. 3 Dow Salutes Veterans Chevrolet SS to Victory Lane Sunday night at Charlotte Motor Speedway, notching his first-career Monster Energy NASCAR Cup Series victory. Dillon won in dramatic fashion, having saved enough fuel to make it to the end of the grueling 600-mile race. “It feels…
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…
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…
Five Misconceptions about NASCAR Team Sponsorships

Five Misconceptions about NASCAR Team Sponsorships

Any form of sponsorship, in sports or not, should be about a good brand-property fit, whether it’s reaching the right audience or aligning with a personality who represents that brand. That’s why we shudder whenever we hear this statement: “You know, NASCAR isn’t a good fit for our brand.” Candidly speaking, it’s a comment that irks us, because oftentimes the sentiment…
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…
Designing a faster pit gun with partner PTC

Designing a faster pit gun with partner PTC

The pit stop is one of the trickiest things any race team must execute during competition. The crew races to change out four used tires with new ones, make adjustments to the car and refuel the gas tank – and do it all precisely and flawlessly in a matter of seconds. Pit stops also present an opportunity to gain track…
How the second screen is changing the game

How the second screen is changing the game

There’s no greater thrill for a sports fan than watching their favorite team compete, whether it involves cheering from the stands on game day or watching from the upholstered edges of their own couch cushions. Even those who aren’t able to be there in person have instant access to scores, commentary and behind-the-scenes information thanks to their smartphones, tablets or…
Why access is critical in engaging sports fans

Why access is critical in engaging sports fans

Shortly before the start of every Daytona 500, the race track is packed with fans standing shoulder-to-shoulder, waiting for their turn to sign the start/finish line, that sacred strip of black and white paint. It's a tradition encouraged by the track and is something that creates a lifelong memory for anyone who’s ever experienced it, even those who didn't get quite close enough…
Partners in Performance: Okuma

Partners in Performance: Okuma

The biggest misconception in stock car racing is right there in the name of the sport itself: our race cars aren’t stock at all. Although drivers in the earliest days of NASCAR raced cars they bought off the showroom floor, the machines driven on the track today have been custom-built from the ground up. In order to build these custom…