NASCAR Sponsorship Package
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NASCAR Sponsorship Package

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NEMCO Motorsports can now get you inside the Hispanic market in addition to the NASCAR market. Take a look and we\'ll show you how.

NEMCO Motorsports can now get you inside the Hispanic market in addition to the NASCAR market. Take a look and we\'ll show you how.

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NASCAR Sponsorship Package Document Transcript

  • 1. Sponsorship Opportunities Joe Nemechek, Car #87
  • 2. Why NASCAR? NASCAR Viewership • NASCAR is the No. 1 spectator sport, boasting 17 of the top 20 highest attended sporting events in the U.S., and is the No. 2 rated regular-season sport on television. • NASCAR is the # 1 sport in terms of consumer product brand loyalty. NASCAR fans are 75% more likely to purchase items which are endorsed by NASCAR or a favorite driver. • More Fortune 500 companies rely on NASCAR to build their brands than any other sport. • NASCAR is the #2-rated regular-season sport on U.S. television, just behind football. • NASCAR is the #1 motorsports series on television. • NASCAR outperforms 75% of primetime TV, and 100% of all late night comedy shows. • 1/3 of the U.S. Population are NASCAR Fans. • 89% of NASCAR fans agree that when a NASCAR logo is associated with a company, that company delivers quality. • Because of the vast viewership, annual NASCAR Car Sponsors secure approximately $5 billion in added television exposure.
  • 3. Who Watches NASCAR? NASCAR Demographic Breakdown • The NASCAR fan base is 59% Male and 41% Female • NASCAR fans are 25-54 • NASCAR fans median household income is $50K+/yr • NASCAR is a sport the whole family can enjoy: 43% have children under the age of 18. • NASCAR fans live in regions that mirror the U.S. population, as they are within 2 percentage points of the US. Population in every region. Age Age 65+ Age 18 24 Gender 15% 12% Age 25 34 Age 55 64 17% Women 15% 41% Men Age 35 44 59% Age 45 54 20% 21% HHI $150,000+ HHI <$20,000 9% 13% HHI $20 29,999 10% 0% Household HHI $75 149,999 HHI $30 39,999 28% Income 9% HHI $40 49,999 HHI 10% $50 HHI $60 74,999 59,999 , 13% 8%
  • 4. Who Sponsors NASCAR? NASCAR Sponsorship NASCAR racing is more sponsor-oriented than any other sport in the world. NASCAR fans are extremely brand-loyal; according to RaceStat, a syndicated NASCAR research project, 75 percent of the NASCAR audience reported that they “almost always” or “frequently” choose a product involved in NASCAR over one that is not, simply because of the sponsorship. Below is the tentative list of current 2010 sponsors. 1800GOGUARD.COM BURGER KING HEFTY QUICKLANE TIRE & AUTO 3M BUSH’S BAKED BEANS HOME DEPOT CENTER AAA CALIFORNIA OUTDOOR HUNT BROTHERS PIZZA RAIN X BRAND AARON’S DRUM MACHINE HERITAGE ALLIANCE IDG RED BULL ACADEMY SPORTS CANICS.COM INTERSTATE BATTERIES REESES/HERSHEYS AFLAC CARQUEST JACK DANIELS ROMEO GUEST AIR COMBAT CAT FINANCIAL KELLOGGS ASSOCIATES ALLEGRO MARINADE CATERPILLAR KIMBERLY CLARKE SCOTT’S MIRACLE GRO ALPHA NATURAL CHARTER KINGSFORD CHARCOAL SHELL RESOURCES COMMUNICATIONS LANCE SNACKS SNICKERS AMP ENERGY DRINK CHEERIOS LENOX INDUSTRIAL SPRINTER TRUCKING ARMY NATIONAL GUARD CHOCTAW CASINO LITTLE DEBBIES STANLEY TOOLS ASK.COM CINNABON LIVE WIRE SUBWAY AVAYA CLOROX LOWE’S SUPER 8 MOTELS BASS PRO SHOPS COBALT TOOLS M&M’S SYNTEL BB&T BANK COCA COLA MENARDS TARGET BERLIN CITY AUTO GROUP COLEMAN NATURAL MICCOSUKEE INDIAN TAXSLAYER.COM BEST BUY FOODS GAMING RESORTS THE HARTFORD BEST WESTERN CORE CONSTRUCTION MICROSOFT TUMS BETTY CROCKER CROWN ROYAL MILLER/MILLER LITE UPS BLUE FROG ENERGY CURTIS STEEL MOBIL 1 US AIR FORCE BUDWEISER DELL MOTORCRAFT US ARMY DELPHI MOUNTAIN DEW US CHROME DIRECT TV NAPA AUTO PARTS VALVOLINE DLP NATIONAL GUARD YOUTH VERIZON DODGE CHALLENGE PROGRAM WAVE ENERGY DRINK DUPONT NORTHERN TOOL & WIX FILERS EFUSJON ENERGY CLUB EQUIPMENT CHEVROLET EMC OFFICE DEPOT DODGE EXTENZE OLD SPICE FORD FAB GRILLS PEDIGREE DOG FOOD TOYOTA FANCAR PENNZOIL FARM BUREAU INSURANCE PENSKE FED EX PEPSI FLIP N BAGS POLARIS FRED’S HOMETOWN PPG DISCOUNT STORE FURNITURE ROW GEICO GENERAL MILLS GO ARMY GODADDY.COM HAAS AUTOMATION HARRAH’S
  • 5. Who is NEMCO Motorsports? NEMCO Motorsports • NEMCO Motosports is owned by legendary NASCAR driver Joe Nemechek and his family. It was founded in 1990 to start Joe Nemechek’s NASCAR Busch Series racing program. • NEMCO has had more than 28 NASCAR wins. • NEMCO has had various prestigious sponsors, including Burger King, Bell South, Dentyne, Cellular One, Sara Lee/Hills Bros., Kleenex, Bully Hill Vineyards and the U.S. Army.
  • 6. Why Joe Nemechek? Front Row Joe Joe began his racing career at age 13 in motocross racing. He won more than 300 events, before turning to stock cars in the 1980’s. He ran his first full season in the NASCAR Busch Series in 1990, capturing Rookie of the Year honors. Two years later, Joe went on to win the 1992 NASCAR Busch Series Championship Title. Since then, Joe’s fan base has skyrocketed, making him one of the most beloved drivers in NASCAR. Joe’s fans named him “Front Row Joe” for his 28 pole starting positions, 20 wins, and 283 top-10 finishes in the NASCAR Sprint Cup Series and NASCAR Nationwide Series. Joe’s fans are not only impressed with Joe’s on track accomplishments, but also his life off the track. Joe’s family is active within the NEMCO team. Joe’s wife Andrea and 3 children, John Hunter, Blair and Kennedy, are at all of Joe’s major events. His parents, Martha and “Papa Joe,” are his biggest fans and supporters.
  • 7. Sprint Cup & Nationwide Sponsorships Sponsorship Options There are various sponsorship package options for the Sprint Cup & Nationwide Sponsorship. Each city’s Sprint Cup and Nationwide races are typically run within the same weekend, so in order to receive the most exposure, it is best to package the two together and sponsor both events. Each event has its own unique attributes. A breakdown of the available packages can be found on the following pages and include: • Sprint Cup & Nationwide combined • 1 Weekend • 3 Weekends • 6 Weekends • All Weekends • Sprint Cup 1 Weekend • Nationwide Cup 1 Weekend Sprint Cup • #2 regular season sport on television • #1 motorsports series on television • Outperforms 75% of primetime TV and all late night comedy shows. Nationwide Series • #2 motorsports series on television • #3 regular season sport on cable television • #1 motorsports series on ESPN2
  • 8. Sprint Cup & Nationwide Combo Sponsorships Weekend Packages In order to receive the most exposure and consumer loyalty, we suggest sponsoring both the Sprint Cup and Nationwide Series. Global Media Minds will facilitate all activation costs associated with Sponsorship. Additional traditional marketing opportunities will be customized on a per client basis and will be included with each sponsorship package (see page 12 for further info.) 1 Weekend (1 Sprint Cup Race and 1 Nationwide Race) Items included in this package: • Race Car Paint • Link on Joe Nemechek Web Page and inclusion in • Driver’s Helmet NEMCO Monthly Newsletter • Driver’s Uniform • Garage and Pit Tours • Crew Helmets • Hospitality Appearance at Track • Crew Uniforms • All Access Garage Passes • Driver Hero Cards • Public Relations person at each race • Pit Box decal • B to B Opportunities • Banners • Ability to Promote and Sell Products at Race Shop • NEMCO Shop Signage • Licensing 3 Weekends (3 Sprint Cup Races and 3 Nationwide Races) Items included in this package: • Race Car Paint • Link on Joe Nemechek Web Page and • Driver’s Helmet inclusion in NEMCO Monthly Newsletter • Driver’s Uniform • Garage and Pit Tours • Crew Helmets • Hospitality Appearance at Track • Crew Uniforms • All Access Garage Passes • Driver Hero Cards • Public Relations person at each race • Pit Box decal • B to B Opportunities • Banners • Ability to Promote and Sell Products at • NEMCO Shop Signage Race Shop • Licensing CALL FOR DISCOUNTED PRICES TODAY!
  • 9. Sprint Cup & Nationwide Sponsorships (continued) 6 Weekends (6 Sprint Cup Races and 6 Nationwide Races) Items included in this package: • Race Car Paint • Link on Joe Nemechek Web Page and inclusion in • Driver’s Helmet NEMCO Monthly Newsletter • Driver’s Uniform • Garage and Pit Tours • Crew Helmets • Hospitality Appearance at Track • Crew Uniforms • All Access Garage Passes • Driver Hero Cards • Public Relations person at each race • Pit Box decal • B to B Opportunities • Car Covers • Ability to Promote and Sell Products at Race Shop • Banners • Licensing • NEMCO Shop Signage All Weekends (32 Sprint Cup Races and 32 Nationwide Races) Items included in this package: • Race Car Paint • Link on Joe Nemechek Web Page and in- • Driver’s Helmet clusion in NEMCO Monthly Newsletter • Driver’s Uniform • Garage and Pit Tours • Crew Helmets • Hospitality Appearance at Track • Crew Uniforms • All Access Garage Passes • Driver Hero Cards • Public Relations person at each race • Pit Box decal • B to B Opportunities • Car Covers • Ability to Promote and Sell Products at • Banners Race Shop • NEMCO Shop Signage • Licensing CALL FOR DISCOUNTED PRICES TODAY!
  • 10. Sprint Cup & Nationwide Sample Sponsorship Package 3 Weekends (3 Sprint Cup Races and 3 Nationwide Races) Items included in this package: • Race Car Paint • Link on Joe Nemechek Web Page and inclusion in • Driver’s Helmet NEMCO Monthly Newsletter • Driver’s Uniform • Garage and Pit Tours • Crew Helmets • Hospitality Appearance at Track • Crew Uniforms • All Access Garage Passes • Driver Hero Cards • Public Relations person at each race • Pit Box decal • B to B Opportunities • Banners • Ability to Promote and Sell Products at Race Shop • NEMCO Shop Signage • Licensing 1st Available Package • Bristol, TN- Nationwide 3/20 • Bristol, TN- Sprint Cup 3/21 • Martinsville, VA- Sprint Cup 3/28 • Nashville, TN- Nationwide 4/3 • Phoenix, AZ- Nationwide 4/9 • Phoenix, AZ- Sprint Cup 4/10 • Commitment Needs to be Made by February 5, 2010 in order to take advantage of this package. CALL FOR DISCOUNTED PRICES TODAY!
  • 11. Single Race Sponsorships 1 Sprint Cup Race Items included in this package: • Race Car Paint • Link on Joe Nemechek Web Page and inclusion in • Driver’s Helmet NEMCO Monthly Newsletter • Driver’s Uniform • Garage and Pit Tours • Crew Helmets • Hospitality Appearance at Track • Driver Hero Cards • All Access Garage Passes • Pit Box decal • Public Relations person at each race • Banners • B to B Opportunities • NEMCO Shop Signage • Ability to Promote and Sell Products at Race Shop • Licensing 1 Nationwide Race Items included in this package: • Race Car Paint • Link on Joe Nemechek Web Page and • Driver’s Helmet inclusion in NEMCO Monthly Newsletter • Driver’s Uniform • Garage and Pit Tours • Crew Helmets • Hospitality Appearance at Track • Driver Hero Cards • All Access Garage Passes • Pit Box decal • Public Relations person at each race • Banners • B to B Opportunities • NEMCO Shop Signage • Ability to Promote and Sell Products at Race Shop • Licensing CALL FOR DISCOUNTED PRICES TODAY!
  • 12. Added Sponsor Exposure Added Marketing Opportunities Included with Sponsorship Because Global Media Minds is a national advertising agency, customized marketing plans will be included in each sponsorship package at no cost. Marketing plans will be put together on a per client basis based upon sponsor demographics and overall marketing and advertising initiatives. These plans will add millions of additional impressions to each sponsor. Packages may include print, online or mobile marketing. Effects of Combining Online Online Marketing Media with Television Index Vs. TV alone; TV alone = 100 Online Marketing will be combined with sponsorship Aided Brand Awareness 100 149 to aid brand awareness, advertising awareness, tv only tv + online brand favorability and purchase intent of the Advertising Awareness sponsor’s service or product. Online Opportunities 100 145 tv only tv + online Include: Search Engine Optimization, Blog Development, Social Media Marketing (Twitter and Brand Favorability 100 155 facebook) and Video Site Submissions. tv only tv + online Purchase Intent 100 122 Mobile Marketing tv only tv + online A mobile texting campaign will also be included in the NEMCO Sponsorship Package. This campaign would also be fully managed and take place the day of the sponsorship. Providing incentives through contests can attract new customers and recapture old ones while encouraging them to join your subscription-marketing program. The mobile texting campaign will be used to increase the exposure of the sponsor at the race and give viewers a reason to visit your website after the race. The key benefits of the mobile campaign include: immediacy, trackability, reach, mobility and increased power of other medias.
  • 13. Added Sponsor Exposure Added Marketing Opportunities Included with Sponsorship Mentor Program Joe Nemechek and NEMCO will be mentoring a young Latina race-car driver during the 2010 season. This young woman will participate in the 2010 NASCAR K&N Pro Series. This bonus element will give sponsors added exposure within the growing Latino market. According to Mediamark Research, 1 out of every 6 people living in the United States will be of Hispanic/Latino Origin by 2011. In 2007, advertisers doubled the amount they were spending to reach Hispanics/Latinos to close to $4.7 billion. Hispanics/ Latinos are also important to target as they have reached a purchasing power of one trillion dollars in 2010, up from the 286 billion in 2003. The Mentor Program will create added exposure for sponsors that will include: • facebook (updates, links, logos, etc) • Twitter • myspace • Sweepstakes and Mobile Texting Campaigns • Coverage on Latino television channels • You Tube Videos • At-Track Events • Public Relations • Mentions and links on Joe Nemechek’s homepage • Search Engine Optimization
  • 14. Optional Add-Ons Added Exposure Opportunities There are additional opportunities which are available to all Car #87 Sponsors and include: • Driver Appearance(s) Off Track • Annual Credentials • Television & Radio Production Days with Joe Nemechek • Show Car • Driving School Program • Co-Op Hospitality Events w/Customers Pricing on each of these opportunities is TBD.
  • 15. Full Calendar Month Race Date Race Date Month Daytona- N 7/2 Races can be sponsored in successive Daytona- S 7/3 blocks by either date or by date and Cup Chicago- N 7/9 vs. Nationwide Chicago- S 7/10 July Gateway, MO- N 7/17 Daytona- N 2/13 ORP, IN- N 7/24 Daytona- S 2/14 Indianapolis, IN- S 7/25 Fontana, CA- N 2/20 Iowa- N 7/31 February Fontana, CA- S 2/21 Pocono, ID- S 8/1 Las Vegas- N 2/27 Watkins Glen, NY-N 8/7 Las Vegas- S 2/28 Watkins Glen, NY- S 8/8 Atlanta- S 3/7 Michigan- N 8/14 August Bristol- N 3/20 Michigan- S 8/15 March Bristol- S 3/21 Bristol- N 8/20 Martinsville, VA- S 3/28 Bristol, TN- S 8/21 Nashville, TN- N 4/3 Montreal- N 8/29 Phoenix- N 4/9 Atlanta- N 9/4 Phoenix- S 4/10 Atlanta- S 9/5 Texas- N 4/17 Richmond- N 9/10 April Texas- S 4/18 Richmond, VA- S 9/11 September Talladega- N 4/24 Loudon, NH- S 9/19 Talladega- S 4/25 Dover- N 9/25 Richmond- N 4/30 Dover- S 9/26 Richmond- S 5/1 Kansas- N 10/2 Darlington- N 5/7 Kansas- S 10/3 Darlington- S 5/8 Fontana- N 10/9 May Dover- N 5/15 Fontana- S 10/10 Dover- S 5/16 Charlotte- N 10/15 October Charlotte- N 5/29 Charlotte- S 10/16 Charlotte- S 5/30 Gateway- N 10/23 Nashville, TN- N 6/5 Martinsville, VA- S 10/24 Pocono, ID- S 6/6 Talledega- S 10/31 Kentucky- N 6/12 Texas- N 11/6 Michigan- S 6/13 Texas- S 11/7 June Milwaukee, WI- N 6/19 Phoenix- N 11/13 November Sonoma, CA- S 6/20 Phoenix- S 11/14 Loudon, TN- N 6/26 Homestead- N 11/20 Loudon, TN- S 6/27 Homestead- S 11/21
  • 16. Discounted Races Due to the time constraints on the first few races, NEMCO Sponsors who commit to 6 races or more from March onward are eligible for extremely discounted rates for the following February and early March races: • Daytona- Nationwide- 2/13 • Daytona- Sprint Cup- 2/14 • Fontana- Nationwide- 2/20 • Fontana- Sprint Cup- 2/21 • Las Vegas- Nationwide- 2/27 • Las Vegas- Sprint Cup- 2/28 • Atlanta- Sprint Cup- 3/7