NASCAR Team MRD Motorsports Sponsorship PresentationPresentation Transcript
Let me introduce your company to MRD Motorsports, a NASCAR Race Team. Based in the heart of NASCAR country in Concord, North Carolina, MRD Motorsports resides in our state-of-the-art team facility. The owner of MRD Motorsports #8 is the highly respected Dave Malcolmson, a successful business owner in the Tampa Bay, Florida Area. Mr. Malcolmson is a man of high integrity, who is continually carving his path to unmatched NASCAR Team Ownership. His reputation has been built by his never faltering credibility throughout many circuits in the motorsports industry. MRD Motorsports is currently staffed with a full-time team of professional technicians and mechanics who work together to sustain a highly competitive racing operation. Our team displays unwavering top notch sportsmanship and work ethics, and believes in the never-ending improvement of standards and quality. We hope you will find the following information useful in confirming how Motorsports Marketing will play a key role in reaching your company’s goals. Thank you, Emily Harkins Marketing Director
Direct: 727-420-0660 Office: 727-556-2800 Dave Malcolmson is the president and founder of Malcolmson Construction , a highly respected commercial construction company in the Tampa Bay area of Florida. Spending 20 years in construction management, Dave built strong relationships with executives of fortune 500 companies, ultimately leading to the success of Malcolmson Construction. Using the same business ethics that he used to build his construction company, Dave is carving his path as a well-liked and highly respected NASCAR team owner.
MRD Motorsports is a 100% Debt Free racing operation. This ensures that 100% of your sponsorship dollars go into the performance and marketing activation, giving you a true measure of the return on your investment.
2009 Season 2 2 nd place finishes 3 top five finishes 11 top ten finishes
A popular NASCAR national series since its debut in 1995, the high-profile NASCAR Camping World Truck Series features full-size, American-made trucks from four major manufacturers in tough, side-by-side racing. With 25 points events at 23 different tracks, the NASCAR Camping World Truck Series is a favorite among fans who like big, powerful, fast trucks.
On television: 23 events on SPEED, and 2 events on FOX
TV audience: The 2008 season was the most viewed season over the past 10 years, with an average of 884,00 viewers tuned in to per event
Attendance: An average of 40,000+ fans attended each NASCAR Camping World Truck Series event in 2008 with multiple events attracting nearly 75,000 fans or more
Marketing: 10-month racing season is one of the longest of all major U.S. sports, creating sustained marketing opportunities
Brand building: Major brands rely on the NASCAR Camping World Truck Series
Series support: Strong backing by Series sponsor Camping World
Lead changes per race, on average Different race winners Different Bud Pole Award winners Number of races with victory under 1 second
NSCS, NNS, NCTS Tracks
TELEVISION PRINT RADIO MULTIMEDIA
Through existing and new media partnerships, NASCAR fans have more access, while sponsors have more outlets to reach fans than ever before
In 2009, FOX is broadcasting 2 NASCAR Camping World Truck Series events
Joyce Julius & Associates have reported media values for air time that are 3x or more to that of the money the individual team sponsor invested.
#2 regular season sport on television
#1 motorsports series on television
Outperforms 75% of primetime TV and all late night comedy shows
Excluding the NFL, NASCAR has more weekends as the #1 or #2 sport than any other sports property
#2 motorsports series on television
#3 regular season sport on cable television
#1 motorsports series on ESPN2
#1 motorsports series on SPEED
#3 motorsports series on cable television
Nearly 1.1 million fans watch NASCAR programming on ESPN and SPEED each week – 3 times as many as in years past
Nearly 7 million fans access NASCAR.com each month, in an addition to the 1 million fans accessing the NASCAR section on ESPN.com
More than 60,000 fans on average per event watch live NASCAR Sprint Cup Series race streams on NASCAR.com
Tens of thousands of fans listen to SIRIUS NASCAR Radio daily
Sprint, ESPN, SPEED, and FOX have all launched internet and wireless NASCAR applications for fans
Fans are part of a community with shared values and a passion for racing
They are among the most passionate fans in all of sports
They are by far the most brand loyal and sponsor supportive
Source: ESPN Sports Poll 2007 (18+) and Scarborough USA+ 2007 / *Ipsos Insight, NASCAR Research 2007 NASCAR fans are 3X as likely to try and purchase NASCAR sponsors’ products and services.*
NASCAR Fan Base Demographics:
Gender neutral 60% male/40% female
One-third 18-34 (100 index)
One-half 18-44 (102 index)
One-half $50,000+ (100 index)
Two out of five w/kids under 18 (103 index)
One in five fans is a minority (9.0% Hispanic / 8.2% African-American)
Source: Ipsos Insight, 2008 “ NASCAR driver use the products they endorse.” 78% “ Nationwide Series team sponsors are just as important as Cup Series Sponsors” 87% “ NASCAR drivers could not run their cars without sponsors’ support.” 88% “ NASCAR sponsorship is the best buy in marketing. The combination of awareness, favorability and effectiveness is unparalleled in the sports world or anywhere else.” Larry DeGaris, Former Director of the Center for Sports Sponsorship, JMU % of NASCAR Avid Fans Who Agree “ I support NASCAR sponsors more than sponsors of other sports.” 61%
Whose fans do you think are the most aware of league sponsors ?
Whose fans do you think are the most loyal to league sponsors? NASCAR 65% NFL 13% MLB 6% NBA 4% MLS 3% PGA Tour 3% NHL 2% Source: Turnkey Sports Poll (among sports executives), November 2007 NASCAR Fans Are The Most Sponsor Loyal Fans in All of Sports! NASCAR 60% NFL 20% MLB 8% MLS 4% NBA 4% PGA Tour 2% NHL 1%
MRD Motorsports and NASCAR give your company the following competitive advantages:
Endless Exposure-As our team sponsor, your brand automatically integrates into television, radio, web, print, video games, licensed products and other high-profile media outlets.
Target Markets-Finding the right team partnership will help you reach a specific demographic group, while still having the benefit of reaching the entire brand loyal NASCAR audience.
Brand recognition second to none-NASCAR team sponsorships are directly incorporated into the action. Brands are synonymous with our team. When the fans cheer for our team, they cheer for your brand also .
NASCAR brings a benefit that is completely unattainable through any other form of Marketing, Increased Employee Moral .
Increases company morale by:
Creating a sense of pride within employees
Employees displaying positive support towards one another
Creating a team like atmosphere among employees
Decreases employee absentness
Arriving to work motivated after an exciting weekend of racing
Improved workflow efficiency and quality
Decreasing product/service delivery time
Increased customer satisfaction ratings
Business to Business
Find new business opportunities through other NASCAR sponsors.
Build relationships with individual Track Owners .
Track Side Promotions
Endless opportunity to use the excitement of the Track ‘s Sponsors Midway to approach your potential customers.
Network with other track side promoters
The following survey was conducted by Gfk Roper September 11 through October 10 of 2008, and asked adults (18 and older):
“ What do you do during TV commercials?”
52% - “Talk to others without paying attention to the commercials”
51% - “Get up and do something else before the show comes back on”
44% - “Switch to another channel”
43% - “Fast-forward through the commercials while using a DVR”
26% - “Turn the sound down on the TV or mute it”
Only 13% of respondents stated they
“ Sit and watch the commercials”
How do the findings in the last slide make you feel about television advertising?
At a racing event, the commercials are the race cars. When a fan watches a race, either in person or on television, they’re NOT going to:
talk to another person to avoid seeing the sponsors
get up and do something else
switch to another channel
fast-forward through the race
turn the volume down or mute it
For fans who attend a race event, even walking through the Manufacturer’s Midway is not considered commercials “to be avoided”. The Midway at a motorsports event is more like a carnival, where fans can buy merchandise, get autographs and have a good time… all the while being positively bombarded with marketing messages !
MRD gives your company an opportunity of partnering with a motorsports team that has proven longevity and integrity to make your transition into NASCAR one that will be a true success now and in the future.
Why become a NASCAR team sponsor for TEAM MRD ?
It is a proven and effective marketing platform.
It is the ultimate form of brand integration.
It is a strong return on investment.
It is a symbol of success for employee moral.
NASCAR sponsors have been a part of the sport’s heritage since the beginning. Sponsors see a positive impact from their involvement, whether it is in the first season or a long-term partnership.
NASCAR has access to more fortune 500 companies than any other sport.
Networking opportunity at all NASCAR series events for the entire season.
Full page ad, once a month, in
NASCAR Scene magazine.
10 Garage Passes for sponsor employees and guests for all events
10 Grand Stand tickets for Sponsor employees and guests for the all events
Six NASCAR "Hard Card" credentials for distribution by sponsor which allows entrance into any restricted area of the garage for all three NASCAR series.
Full Time MRD Sponsor Coordinator—Full time MRD Motorsports employee assigned to coordinate with sponsor's staff, business partners and employees, the schedule of Show Truck to areas, be assigned as host to sponsor's employees and business partners at the track and act as liaison to sponsor's marketing staff. Additional responsibilities would include the integration of sponsor's marketing theme into NASCAR. Coordinate business to business opportunities with sponsor's staff, be available for attendance at trade conventions and help implement any at track sponsor promotions.
Sponsor graphics on race vehicle as follows: Sponsor approved graphics and logo's on Hood, Upper Quarter Panels, TV Panel and Rear Deck Lid graphic. Team Race Car Transporter: Graphics as created by sponsor to cover 75% of sides and rear of team transporter. Refer attached presentation graphic. Team Uniforms- Sponsor approved team and driver uniforms subject to NASCAR's approval with logos prominently displayed at mid chest, legs, sleeves, collar and back. Other Signage- Sponsor logo will be displayed on pit box, tool boxes and related equipment. 16 foot sponsor Pit Banner to be displayed during race
Exclusive Primary Sponsor option 1: 33 Race sponsorship as the Exclusive Primary Sponsor consisting of the entire 25 race event 2010 Camping World Truck Season and 8 race events in the 2010 NASCAR Nationwide Series. Base Cost $3,560,000.00 Exclusive Primary Sponsor option 2 : 43 Race sponsorship as the Exclusive Primary Sponsor consisting of the entire 35 race event 2010 NASCAR Nationwide Season and 8 race events in the 2010 NASCAR Camping World Truck Series. Base Cost $5,550,000.00 Associate sponsorship packages are also available by request.
Personal appearance by the driver with the guests and employees of sponsor at the track Show Truck and /or Car Actual race car with graphics and decals to sponsor's approved scheme would be on display at locations as selected by sponsor. This would allow sponsor's show car to be on display at 75 locations commencing February 1st and ending November 15th. Show Car transporter would be painted to sponsor's approved colors and trademarks. $150,000 Personal Appearances Driver and Crew Chief will be made available a reasonable amount of personal appearances at places designated by sponsor. Driver and Crew Chief will be available for personal appearances at all race events. Price to be determined
Personal appearance by the driver with the guests and employees of sponsor at the track Hospitality Tent at race events*: supply of a corporate hospitality tent with catered food for pre and post race use by sponsor's employees, guests and business partners. Hospitality Suite at race events*: ranging From 12-20 people as selected by sponsor, supply an enclosed air conditioned corporate track suite with catered food for the employees, guests and business partners of sponsor to watch the race. * Prices to be determined