2009 Brand


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2009 Brand

  1. 2. Contents <ul><li>Our Community </li></ul><ul><li>Our Fans </li></ul><ul><li>Our Brand </li></ul><ul><li>Our Sport </li></ul><ul><li>Appendix </li></ul>
  2. 3. There’s a great sense of community in NASCAR. You see it day in and day out, people pull together to make things happen and try to make our community feel like home. It’s a special thing to be a part of the NASCAR family. - CLINT BOWYER, NASCAR DRIVER
  3. 4. <ul><li>We Are United By </li></ul><ul><li>A common set of values and a passion for the speed, power and exhilarating competition of motorsports. </li></ul><ul><li>A lifestyle that colors every part of our lives with pride, enthusiasm and optimism. </li></ul><ul><li>A sense of honor and a commitment to being real, genuine and true to ourselves. </li></ul><ul><li>The belief that everyone in our community has something valuable to contribute. </li></ul><ul><li>Our history and heritage, but with an eye to the future. </li></ul><ul><li>The idea that when you’re a part of our family, you’ll always be valued for who you are. </li></ul>
  4. 5. Our Community It takes a community to make a sport this strong Drivers Fans Teams Sponsors Auto Manufacturers Tracks Licensees Media
  5. 6. There’s something about all the fans that makes you want to be with them and have fun with them. It’s definitely a reason why I like NASCAR. We all seem to have some type of connection, like one big happy family, which is a good thing to be a part of. - KRISTA, NASCAR FAN
  6. 7. How Fans Connect to NASCAR Family <ul><li>A family-friendly environment where everyone is welcome </li></ul><ul><li>Family ties in all aspects of the sport - drivers, teams, broadcasters and sponsors </li></ul>Community Performance Danger Drama Heritage & Tradition <ul><li>Drawn to the sense of camaraderie and the communal atmosphere </li></ul><ul><li>Many are “gearheads” that love working on their own cars </li></ul><ul><li>Can relate to the similarities between the cars on the track and cars in their driveways </li></ul><ul><li>An inherent sense of “risk and reward” and “living on the edge” in the sport </li></ul><ul><li>Skillful drivers capable of pulling off amazing moves in high-stakes moments </li></ul><ul><li>The drama of the sport can come in a heartbeat… </li></ul><ul><li>… but it can also unfold over the course of seconds, weeks or the entire season </li></ul><ul><li>A rich history that encompasses more than 60 years </li></ul><ul><li>Traditions passed down from generation to generation </li></ul>Relatable Drivers <ul><li>Accessible heroes who are larger than life, but always within reach </li></ul><ul><li>Drivers come from ordinary backgrounds and work their way to the top based on merit </li></ul><ul><li>Captivated by the “adrenaline rush” of the sport </li></ul><ul><li>Visceral nature of the sport that engages all the senses at their highest levels </li></ul>Speed & Power
  7. 8. Our Fans’ Common Values Family <ul><li>Treasure family time and values </li></ul>Community Aspiration Real Laid-back Excitable <ul><li>Share a sense of belonging </li></ul><ul><li>Live vicariously through our drivers and each other </li></ul><ul><li>Appreciate authenticity and honesty </li></ul><ul><li>Know how to stop and enjoy life </li></ul><ul><li>Love the emotional “rush” of the sport </li></ul>Patriotic <ul><li>Respect America and its ideals </li></ul><ul><li>Embrace a positive outlook </li></ul>Optimism
  8. 9. Our Fans’ Loyalty <ul><li>Fans are the heart and soul of our sport with unmatched passion, enthusiasm and loyalty </li></ul><ul><ul><li>#1 sport in fan brand loyalty </li></ul></ul><ul><ul><li>NASCAR fans are 3 times as likely as non-fans to try and buy NASCAR sponsors’ brands </li></ul></ul><ul><ul><li>Fans understand sponsorship is the ultimate enabler of our sport </li></ul></ul><ul><ul><li>They support their favorite race teams, and the sport as a whole, by actively purchasing brands involved in the sport </li></ul></ul>
  9. 10. How Do Fans Become Fans? Family Tradition <ul><li>Introduced by family members and bond with the sport from there </li></ul><ul><li>Traditions passed down through generations </li></ul>Friends Media Driver Affinity Race Attendance <ul><li>Introduced to the sport by friends and co-workers </li></ul><ul><li>Existing fans help new fans understand the sport and make them feel welcome </li></ul><ul><li>Many discover the sport simply by “flipping through channels” or other media </li></ul><ul><li>Numerous media outlets make it a sport that is easy to follow </li></ul><ul><li>Personable and accessible nature of our drivers attracts fans to the sport </li></ul><ul><li>NASCAR drivers are role models that fans can feel good about cheering </li></ul><ul><li>Often described as the “instant” path to fandom </li></ul><ul><li>Social atmosphere and magnitude leave a lasting impression </li></ul>
  10. 11. “ This is a sport the fans connect to, and those fans are our customers. NASCAR gives us a great reason to come together with our customers – it’s a unique way to make our brand interesting.” - BOB MACDONALD, 3M
  11. 12. Our Brand <ul><li>NASCAR creates an emotional bond which connects fans to the brand and connects fans to one another. </li></ul><ul><li>NASCAR is the only sports brand that thrills fans and creates a powerful connection through traditional values they admire. </li></ul>Admired Athletes Athletes Who Are “Regular People” Down to Earth Genuine Honorable Like a Big Family Straight Up and Honest = UNDUPLICATED SPORT SHARED VALUES + NASCAR FANS Edge-of-Seat Action Intense Competition Non-Stop Action Performance Skillful Competitors Speed and Power Daring/Courageous THRILLING & EXCITING ENTERTAINMENT SENSE OF BELONGING PART OF THE FAMILY + =
  12. 13. Our Heritage <ul><li>NASCAR celebrates more than 60 years of racing </li></ul><ul><li>Stock car racing traces its roots to the Prohibition Era of the 1930’s </li></ul><ul><li>Daytona Beach became a hotbed for racing, due to the high speeds that the beach could accommodate </li></ul><ul><li>Bill France Sr. assembled a group of auto racing leaders at Streamline Hotel in Daytona Beach in 1947 to create official sanctioning body: NASCAR </li></ul><ul><li>NASCAR is multi-generational, with drivers, teams and fans passing down their traditions over the years </li></ul><ul><li>As long as people drive automobiles, they will be drawn to the sport of auto racing </li></ul>
  13. 14. Through the Decades The 1950’s <ul><li>Stock car racing gained popularity in the southeastern U.S. </li></ul><ul><li>First running of the Daytona 500 in 1959 </li></ul>The 1960’s The 1970’s The 1980’s The 1990’s The 2000’s <ul><li>First highlights of a race are televised on ABC’s Wide World of Sports </li></ul><ul><li>Richard Petty becomes a mainstream sports icon </li></ul><ul><li>RJ Reynolds’ Winston brand becomes sport’s first title sponsor </li></ul><ul><li>1979 Daytona 500 is first fully televised NASCAR race and one of the most famous broadcasts in sports history </li></ul><ul><li>Rise of mainstream sports icons like Dale Earnhardt and Darrell Waltrip </li></ul><ul><li>By the end of the decade, full television coverage of every race on what is now the NASCAR Sprint Cup Series schedule </li></ul><ul><li>First NASCAR event at historic Indianapolis Motor Speedway </li></ul><ul><li>Richard Petty retires; Jeff Gordon rises to prominence </li></ul><ul><li>Landmark TV partnership established in 2001 brings NASCAR to larger audience </li></ul><ul><li>Major market growth, including Chicago, Los Angeles, Dallas and Las Vegas </li></ul><ul><li>Chase for the NASCAR Sprint Cup, debut of new race car keeps sport evolving </li></ul>
  14. 15. NASCAR Today <ul><li>The #1 sport in fan brand loyalty </li></ul><ul><li>The #1 spectator sport, with 17 of the 20 most attended sporting events in the U.S. </li></ul><ul><li>The #2-rated regular-season sport on U.S. television </li></ul><ul><li>More than 1,200 events at 100 tracks in 30 U.S. states, Canada and Mexico </li></ul><ul><li>Broadcast in 150 countries in 20 languages </li></ul><ul><li>$100-$200 million on average is added to local and regional economies by a single NASCAR Sprint Cup Series race </li></ul><ul><li>More Fortune 500 participation than any other sport </li></ul>
  15. 16. Broadcast Ratings Results reflect the following completed regular seasons: NFL (2008), NSCS (2008), NCAA Football (2008), PGA (2008), MLB (2008), NNS (2008), NBA (2007-2008), NCAA Basketball (2007-2008), and NHL (2007-2008). Based on Live + Same Day data stream. Source: Nielsen Media Research AVERAGE NETWORK RATINGS: 2008 Most Recently Completed Regular Season 0.0 10.2 3.5 2.3 2.2 2.0 1.3 4.8 2.0 0.9 2.0 4.0 6.0 8.0 10.0 12.0
  16. 17. The best thing about a NASCAR race is the speed and the adrenaline that you get from watching the cars. When I went to my very first race, the minute I heard the cars and saw them go by, I fell in love. After that, you just crave it. You don’t get that from any other sport. It’s so powerful. - TERA, NASCAR FAN
  17. 18. Our Core Product: World-Class Excitement <ul><li>NASCAR is a sport that combines speed, power, athleticism and skill into one of the most exhilarating experiences in all of sports. </li></ul><ul><ul><li>The Competition </li></ul></ul><ul><ul><ul><li>Races are won by inches and split seconds </li></ul></ul></ul><ul><ul><ul><li>Up to 43 potential winners per event </li></ul></ul></ul><ul><ul><li>The Race Cars and Race Trucks </li></ul></ul><ul><ul><ul><li>High performance versions of vehicles consumers drive every day </li></ul></ul></ul><ul><ul><ul><ul><li>Up to 800+ horsepower; capable of 200+ mph </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New car in NASCAR Sprint Cup Series to enhance safety, competition and cost-containment for teams </li></ul></ul></ul></ul><ul><ul><li>The Strategy </li></ul></ul><ul><ul><ul><li>A balance of raw power and decision-making </li></ul></ul></ul><ul><ul><ul><li>Fuel, tire and chassis management all come into play </li></ul></ul></ul><ul><ul><li>The Race Teams </li></ul></ul><ul><ul><ul><li>Crew chief leads the over-the-wall team </li></ul></ul></ul><ul><ul><ul><li>Engineers and race shop personnel build and test cars for maximum performance </li></ul></ul></ul>
  18. 19. The Racing Series of NASCAR <ul><li>-One of the world’s premier sports properties </li></ul><ul><li>-Home to the biggest stars in auto racing and some of the most popular athletes in sports </li></ul>NASCAR Sprint Cup Series NASCAR Nationwide Series NASCAR Camping World Truck Series -The second most popular form of motorsports in America -A mix of veterans, up-and-comers and some of the biggest stars in the sport -A favorite of our most avid and loyal fans since its debut in 1995 -Features full-size American-made trucks in tough, side-by-side racing NASCAR Camping World Series NASCAR Whelen Modified Tour NASCAR Whelen Southern Modified Tour -A regional racing series where drivers advance to the “doorstep of their dreams” -Two divisions - East and West -An “open wheel” (fenderless car) series in NASCAR -An important part of the NASCAR tradition in the northeastern U.S. -Established in 2005 as a companion to the NASCAR Whelen Modified Tour -Brings this popular form of racing to our loyal southeastern fans -Grassroots foundation of the sport, engaging our most passionate fans in their backyard -Weekly events at over 50 tracks throughout the country NASCAR Canadian Tire Series NASCAR Mexico Series -Established in 2007 to bring NASCAR excitement to 7 million Canadian fans throughout the nation -Created in 2007 to re-establish Mexico’s rich motorsports tradition with events across the nation NASCAR Whelen All-American Series NATIONAL REGIONAL LOCAL INTER- NATIONAL
  19. 20. Our NASCAR Sprint Cup Series Season The season begins with a series of events leading up to the sport’s signature event, the Daytona 500 The weeks prior to the Great American Race include a number of exhibition events, Daytona 500 qualifying events and the season-opening races for the NASCAR Nationwide Series and NASCAR Camping World Truck Series An invitation-only exhibition event, held the weekend before the Coca-Cola 600 in Charlotte Features race winners from the current and previous year, along with past NASCAR Sprint Cup Series Champions and past event winners Non-qualifiers can race their way in through the NASCAR Sprint Showdown or via a fan vote The buildup to the Chase for the NASCAR Sprint Cup, as drivers battle for positions in the standings to qualify for the 12 spots in The Chase and a shot at the championship Culminates at Richmond International Raceway, where the field of 12 is finalized A 10-race championship battle between the season’s 12 best drivers Each driver is “seeded” based on their number of race wins during the first 26 races The driver with the most points after the final race at Homestead-Miami Speedway is crowned the Champion A week-long celebration includes fan interaction and media events NASCAR Sprint Cup Series Champion is officially crowned at televised Awards Ceremony
  20. 21. The Race Weekend <ul><li>Practice </li></ul><ul><ul><li>Drivers and teams have the opportunity to evaluate race cars and make adjustments </li></ul></ul><ul><li>Inspection </li></ul><ul><ul><li>Cars undergo rigorous evaluation to ensure they meet safety and performance standards </li></ul></ul><ul><li>Qualifying </li></ul><ul><ul><li>Drivers each take two laps, one by one; the fastest time earns the Coors Light Pole Award and starts on the front row </li></ul></ul><ul><li>Race Day </li></ul><ul><ul><li>Pre-race includes driver introductions, National Anthem, flyover, and ceremonial command to start engines </li></ul></ul><ul><ul><li>When race is over, winner celebrates in Victory Lane with team and sponsors </li></ul></ul>
  21. 22. <ul><li>Common people with common values </li></ul><ul><ul><li>“ Regular people” with superstar talent </li></ul></ul><ul><ul><li>Earn their way to stardom through merit </li></ul></ul><ul><ul><li>World-renowned racers are attracted to NASCAR, raise the level of competition for all </li></ul></ul><ul><ul><li>Dale Earnhardt Jr. and Jeff Gordon are in the top 10 favorite active athletes among the U.S. population </li></ul></ul><ul><ul><ul><li>Source: 2008 ESPN Sports Poll (18+), a service of TNS </li></ul></ul></ul><ul><li>A true team sport </li></ul><ul><ul><li>Crew chiefs are leaders whose decisions have profound impact on team performance </li></ul></ul><ul><ul><li>Crew members are highly trained athletes who are the “stars around the cars” </li></ul></ul><ul><ul><li>Shop personnel include engineers and technical specialists </li></ul></ul><ul><ul><li>Team owners provide vision, leadership and continuity - many have been in the sport for decades </li></ul></ul>Our Drivers & Teams
  22. 23. Our Auto Manufacturers <ul><li>NASCAR is a story of “man and machine” - part of the U.S. car culture </li></ul><ul><li>Nothing is more universal than driving a car </li></ul><ul><li>Manufacturers provide the starting point and source of inspiration for our high-performance race cars </li></ul><ul><li>Support the teams with technical data and engineering expertise </li></ul><ul><li>Unique point of connection - fans are brand-loyal to automobiles </li></ul><ul><li>NASCAR fans are more likely to own automobiles made by manufacturers that have demonstrated a long-term commitment to the sport </li></ul>
  23. 24. Our Racetracks <ul><li>Our fans’ journeys to our racetracks are an emotional expression of their lifestyle </li></ul><ul><ul><li>The heart of the fans’ passion </li></ul></ul><ul><ul><li>Average of nearly 120,000 spectators at NASCAR Sprint Cup Series race </li></ul></ul><ul><ul><li>Some racetracks can hold nearly 200,000 or more spectators </li></ul></ul><ul><ul><li>NASCAR fans see race attendance as a rite of passage </li></ul></ul>
  24. 25. The At-Track Race Experience <ul><li>The ultimate expression of our lifestyle </li></ul><ul><ul><li>Fans spend days at our events - not hours </li></ul></ul><ul><ul><li>Fans travel great distances to attend a NASCAR event - hundreds and even thousands of miles in many cases </li></ul></ul><ul><ul><li>Racetracks are a living embodiment of our fans’ lifestyles with attendance often becoming an annual tradition </li></ul></ul>
  25. 26. Our National Reach
  26. 27. Our Sponsors <ul><li>Play a vital role in keeping our sport strong </li></ul><ul><li>Sponsors are the ultimate supporters of the sport </li></ul><ul><ul><li>More Fortune 500 companies rely on NASCAR to build their brands than any other sport </li></ul></ul><ul><ul><li>Sponsor brands hold a special place in our sport - everyone understands their importance and embraces them </li></ul></ul><ul><ul><li>Sponsors create a link between fans and their favorite teams - fans show their support by purchasing sponsor products </li></ul></ul>
  27. 28. Media: Keeping the Bond Strong <ul><li>Media creates a bond between NASCAR fans and sponsors </li></ul><ul><li>NASCAR is a leader in innovative media delivery </li></ul><ul><li>Fans consume more than six hours of NASCAR-related media every week </li></ul><ul><ul><li>Television - broadcast, cable and satellite </li></ul></ul><ul><ul><ul><li>FOX, SPEED, TNT, ABC, ESPN, DIRECTV </li></ul></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><ul><li>MRN, PRN, IMS Radio Network </li></ul></ul></ul><ul><ul><ul><li>SIRIUS NASCAR Radio </li></ul></ul></ul><ul><ul><li>Online </li></ul></ul><ul><ul><ul><li>NASCAR.COM </li></ul></ul></ul><ul><ul><li>Print </li></ul></ul><ul><ul><ul><li>NASCAR-licensed specialty publications </li></ul></ul></ul><ul><ul><ul><li>Mainstream sports publications </li></ul></ul></ul>
  28. 29. Our Licensing Partners <ul><li>Licensees give fans many ways to express their passion for their favorite drivers and sport </li></ul><ul><ul><li>NASCAR attracts leading licensing brands in virtually every major category </li></ul></ul><ul><ul><li>Key categories include: </li></ul></ul><ul><ul><ul><li>Apparel and accessories </li></ul></ul></ul><ul><ul><ul><li>Collectibles and gifts </li></ul></ul></ul><ul><ul><ul><li>Housewares </li></ul></ul></ul><ul><ul><ul><li>Publishing </li></ul></ul></ul><ul><ul><ul><li>Video games and interactive </li></ul></ul></ul><ul><ul><li>Licensing extends to properties such as NASCAR Sports Grille and The NASCAR Shop </li></ul></ul>
  29. 30. Our Automotive Group <ul><li>The NASCAR Automotive Group harnesses our fans’ passion for cars through sponsorships and partnerships of companies in the automotive category </li></ul><ul><ul><li>NASCAR-branded automotive products are available in auto parts stores throughout North America </li></ul></ul><ul><ul><li>Automotive service and repair centers in the NASCAR Performance Network are the preferred choice for fans </li></ul></ul><ul><ul><li>The NASCAR Technical Institute prepares future automotive technicians for careers in motorsports and automotive service </li></ul></ul><ul><ul><li>Marketing efforts to reach consumers and the automotive trade include television, radio, print and online </li></ul></ul><ul><ul><li>Contingency prize money, decal and special programs allow partners to gain additional brand exposure </li></ul></ul>
  30. 31. Our Diversity Commitment <ul><li>On-track Initiatives </li></ul><ul><ul><li>Drive for Diversity identifies and develops drivers and crew members </li></ul></ul><ul><li>Off-track Initiatives </li></ul><ul><ul><li>Youth outreach </li></ul></ul><ul><ul><ul><li>NASCAR College Tour </li></ul></ul></ul><ul><ul><ul><li>NASCAR Diversity Internship Program </li></ul></ul></ul><ul><ul><ul><li>Goodyear Racing and Diversity (GRAD) Program </li></ul></ul></ul><ul><ul><li>Vendor and supplier diversity relationships </li></ul></ul>
  31. 32. Our Charitable Outreach <ul><li>The NASCAR Foundation </li></ul><ul><ul><li>Established in 2006 to unite and provide a common voice for the various charities in the NASCAR community </li></ul></ul><ul><li>NASCAR Day </li></ul><ul><ul><li>A national celebration of the NASCAR spirit </li></ul></ul><ul><ul><li>Held annually on the Friday before the NASCAR Sprint All-Star Race </li></ul></ul><ul><ul><li>Money raised through telethon, sale of </li></ul></ul><ul><ul><li>collectible pins </li></ul></ul><ul><ul><li>Honorary chairpersons have included Will Ferrell, Kelly Clarkson, Garth Brooks, Kevin Costner </li></ul></ul>
  32. 33. NASCAR Hall of Fame <ul><li>Scheduled to open in 2010 in Charlotte, NC </li></ul><ul><li>A 150,000 square foot world-class hall of fame, entertainment attraction and museum </li></ul><ul><li>State-of-the-art theater and interactive exhibits enable fans to experience the sport first-hand </li></ul><ul><li>Will engage our long-time fans and reinforce their loyalty by leveraging the history and heritage of the sport </li></ul><ul><li>Will annually honor inductees who have contributed to the sport’s success </li></ul><ul><li>Provides the opportunity to educate new fans about the greatest moments of NASCAR </li></ul>
  33. 34. When does a sport become a community? <ul><li>It reaches everyone in the NASCAR community, keeping our sport strong and giving everyone a reason to participate </li></ul><ul><li>The bond is deep, powerful and crosses generations, geography and all segments of society </li></ul>When it brings together everyone involved and bonds them with a set of common values and uncommon passion for the excitement of the sport