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Nascar Fuel Presentation prepared for BP

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  • 1. NASCAR / BP Partnership Presentation
  • 2.
    • Thrilling and exciting entertainment
    • A sport that has traditional values
    • A sport where fans have a real sense of belonging
    • Not just a sport … it’s a lifestyle!
    ...
  • 3.
            • #1 brand in sports
            • #2 sport on television
            • #3 in licensed products
    The Hottest Sport in America
  • 4. Size and Scope
    • 17 of the top 20 sporting events with the largest attendance in the U.S. in 2002 were NASCAR races
    • NASCAR races often draw larger crowds than a Super Bowl, NBA Finals game, and World Series game combined
    • More Fortune 500 companies participated in NASCAR than any other sport
  • 5.
    • NASCAR’s Top National Series:
    • 2,200 Races
      • 12 Divisions
        • 125 Tracks
          • Across 39 States
    Size and Scope
  • 6. Size and Scope States that host NASCAR Events NWCS, NBS, NCTS events
  • 7. Fans and Demographics
  • 8. Fans and Demographics 75 Million fans 1/3 of the U.S. population are NASCAR Fans
  • 9. +19% +60% . . . And Growing. Adult NASCAR Fans (millions) Hardcore NASCAR Fans (millions) Fans and Demographics - Total number of adult fans grew 19% - Hardcore fans grew an incredible 60%
  • 10. Fans and Demographics
    • NASCAR fans are spending more time following NASCAR in Print, on Television, Radio, and the Internet
    • NASCAR Fans are purchasing more NASCAR related merchandise
    • Hardcore fans spend over $700 annually on NASCAR products
    . . . And More Involved
  • 11.
    • NASCAR is gender neutral
    Fans and Demographics 40% Female 60% Male
  • 12. Fans and Demographics NASCAR Fans are broadly spread through nearly all age brackets
    • 32% are between the ages 18 – 34 (100 index vs. U.S. pop)
    • 58% are between the ages 18 – 44 (109 index vs. U.S. pop)
    60 9% 15% 65 + 115 15% 13% 55-64 100 19% 19% 45-54 124 26% 21% 35-44 100 21% 21% 25-34 100 11% 11% 18-24 Index Fan vs U.S. Pop NASCAR Fans U.S. Pop Age Group
  • 13. Fans and Demographics NASCAR Fans are middle class and more affluent than the U.S. population
    • 42% of NASCAR Fans earn $50,000 + per year (108 index vs. U.S. Pop)
    89 8% 9% $100,000 or more 100 12% 12% $75,000 to $100,000 122 22% 18% $50,000 to $75,000 132 29% 22% $30,000 to $50,000 80 16% 20% $20,000 to $30,000 68 13% 19% Under $20,000 Index Fan NASCAR Fans U.S. Pop Income Range vs. U.S. Pop
  • 14. Fans and Demographics NASCAR is a family sport, as there is a greater presence of children among NASCAR fans than the U.S. population Kids love cars! 111 40% 36% % of families with Kids under 18 Index Fan vs U.S. Pop NASCAR Fans U.S. Pop
  • 15. Source: IPSOS-REID, NASCAR Brand Study, Summer 2001 South 38% Index to total U.S.: 109 Midwest 24% Index to total U.S.: 104 West 19% Index to total U.S.: 90 Northeast 20% Index to total U.S.: 100 NASCAR fans are distributed throughout the U.S.
  • 16. Brand Attributes
  • 17. The NASCAR brand owns powerful, functional and emotional equities Q. How closely do you associate “________” with NASCAR? 57% 52% 50% 50% 48% 48% 47% 46% Athletes that are Regular People Genuine Straight Up Open to All Down to Earth Athletes I Admire Honorable Like a Big Family 80% 78% 69% 66% 64% 64% 62% Intense Competition Skillful Competitor Uniquely American Teamwork Thrilling and Exciting Edge of Seat Action Non-Stop Action Association with NASCAR (% Top 2 Box) Strong Association
    • Heritage
    • Drivers
    • Applicable/”Relatable”
    • “ Stock” Cars
    • Fun
    • All Teams in All Events
    • Power
    • Performance
    • Speed
    • Sponsors
    • Ambitious
    • Aggressive
    “ Absolutes” Strong Association + Source: Edgar, Dunn & Company, NASCAR Brand Study 2000 Brand Attributes
  • 18. Sense of Belonging
    • Regular People
    • Honorable
    • Down to Earth
    • Genuine
    • Straight Up/Honest
    • Like a Big Family
    Thrilling & Exciting Entertainment
    • Speed & Power
    • Edge of Seat Action
    • Skillful Competition
    • Intense Competition
    • Play Never Stops
    • Daring/Courageous
    Unduplicated Sport Shared Values + Brand Attributes NASCAR is the only sports brand that thrills fans and creates a powerful connection through traditional values they admire
  • 19. Equities of the NASCAR brand lead to a powerful and unique positioning that combines: “thrilling,” “values,” and “belonging.” “ Thrilling Plus ” NASCAR delivers the most thrilling and exciting sports entertainment, involving fans of the sport with people in the sport who live by honorable, down-to-earth values. This involvement leads to a feeling of belonging in the NASCAR family. - Edgar Dunn (Spring 2000) Brand Attributes
  • 20. NASCAR has some unique advantages versus stick and ball sports. People Like Me
    • Fans can easily identify with the drivers
    • “ Regular” physiques, “Regular” guys, “Role Models”
    • In the U.S., there may be no activity more universal than driving an automobile
    • Wives and children of the NASCAR family are visible at the tracks and in victory lane celebrations
    • Multi-generational sport for both Fans & Drivers
    • Family developed & lead sport since 1948
    Brand Attributes
    • Auto racing is “Live” for approximately 10 months per year offering fans and sponsors many opportunities
    • Teams compete every week for right to race
    • Every race is an “all-star race”
    Driving- Done by All Longest Season Competition Family Participation
  • 21. Attitudes towards Sponsors and Sponsorship
  • 22. Fans Celebrate and Embrace Corporate Sponsorship in NASCAR NASCAR drivers could not run their cars without sponsors' support NASCAR is the kind of sport that needs corporate sponsorship I know which companies sponsor NASCAR and its drivers 92% 93% 85% 89% 87% 66% 0% 20% 40% 60% 80% 100% % agree Hardcore Fans Casual Fans Brand Loyalty
  • 23. Brand Loyalty Fans are 3X as likely to purchase NASCAR related merchandise NASCAR changes the behaviors of consumers
  • 24.
    • 89% of NASCAR fans agree that when a NASCAR logo is associated with a company, that company delivers quality
    When sponsors connect with our passionate fans, they can influence their buying preferences and decisions. Brand Loyalty
  • 25. Television
  • 26.
    • 19 Million viewers tune-in each week to watch
    • NASCAR Winton Cup
    • 38 weeks a year
    • The longest season in sports
    • 2nd in all pro sports on television
    Television
  • 27. *Regular season events Source: Nielsen Media Research Network Broadcast television ratings* Seasons : NFL (02-03) as of 12/1/02, NWCS (2002), NBA (01-02), NBS (2002), MLB (2002), NHL (01-02), PGA (2002), IRL (2002), CART (2002) Television
  • 28.
    • NASCAR Winston Cup Series is
    • the second largest U.S. sport
    • among viewers 18-34 and 18-49
    Viewers 18 – 49 (000’s) Viewers 18 – 34 (000’s) Seasons: NFL (as of 12/1/02), NWCS (2002), NBA (01-02), NBS (2002), MLB (2002), NHL (01-02), PGA (2002) Regular season events Source: Nielsen Media Research Television
  • 29.
    • NASCAR sponsors secured nearly $5 Billion in television exposure
    *Billions 2000 – 2002 Sponsorship Exposure Source: Joyce Julius & Associates, Inc., Sponsors Report Includes: NASCAR Winston Cup Series, NASCAR Busch Series, NASCAR Craftsman Truck Series Television
  • 30. Beyond the event broadcasts, NASCAR receives extensive media coverage . . . Media Coverage
  • 31. Media Coverage In Print
    • Newspapers
      • National / Local
    • Magazines
      • Sports
      • Business
      • Entertainment
      • General Interest
  • 32.
    • NASCAR.com
    • One of the top five visited sports sites on the Internet
    • Over three million unique visitors each month
    On the Internet
    • Live coverage of all NASCAR events
    • Broadcast on over 550 affiliate stations each week
    • Over 250,000 listeners to the NASCAR Radio on XM
    On the Radio Media Coverage
  • 33. Media Coverage
    • On Television
    • NASCAR is everywhere
    • National and Local News
    • Saturday Night Live
    • NASCAR Week on Wheel of Fortune
    • Regis and Kelly
    • The Tonight Show with Jay Leno
  • 34. NASCAR Fans: Fuel Purchase Patterns
  • 35.
    • The NASCAR fan is highly involved with their automobile
            • Owns more vehicles
            • Drives more miles
            • More likely to own an SUV
            • They buy more gas
    An Automotive Culture
  • 36. Source: Simmons NCS, Fall 2001 Spring 2002 Fuel Purchase Patterns Own more vehicles Own larger vehicles Drive more miles A Powerful Consumer Segment Index NASCAR Fans vs Non-Fans Non-Fans NASCAR Fans 120* 28.9% 34.8% Household has at least 3 vehicles 141* 20.3% 28.6% Traveled at least 250 miles by road in the past week 164* 5.9% 9.7% Most recent vehicle is a full-size pickup or SUV
  • 37.
    • . . . and they buy premium fuel!
    • NASCAR fans are more likely to purchase mid-grade premium, super premium and diesel fuel
    Fuel Purchase Patterns
  • 38. NASCAR The Sport The Game The Competition . . . The Relevancy
  • 39.
    • The best players in the world
    • All of the players on the same field at the same time
    • Every race counts in the race for the championship
    • There are no uneven match-ups
    • Door handle to door handle competition
    • Your mistake
    • your competitor’s mistake . . . your teammate’s mistake . . . can end your day in a second
    The Game
  • 40. The Relevancy
  • 41.
    • In the U.S. there may be no activity more universal than driving an automobile
    Fans can relate to the activity
  • 42.
    • To some degree, everyone has experienced the thrill of speed
    Fans can relate to the activity
  • 43.
    • There are more Fortune 500 companies in NASCAR than any other sport
    • Winston Ford Pepsi-Cola M&M’s AT&T Pontiac Dodge 76 Planters
    • McDonald’s GNC Hills Brothers
    • Coca-Cola Lowe’s Gatorade Burger King
    • Chevrolet UPS Target Alltel Home Depot
    • Budweiser Cheerios Visa Goodyear
    • Sprint Tide DuPont Burger King
    • Frito-Lay Kellogg’s Nabisco Mattel
    • Rubbermaid Wal-mart K-Mart Old Spice
    • Energizer Drakkar Noir U.S. Army
    • U.S. Navy Kodak
    • Why?
    • NASCAR drives bottom line business building results for these brands
  • 44.
    • Of the hundreds of business segments found in NASCAR, three clearly stand out as the most relevant and significant
      • Cars Tires Fuel
    Fuel …
  • 45.
    • Fuel is the single most relevant category in NASCAR
      • – Bill France Jr .
    Fuel …
  • 46.
    • A unique point of difference
    • Product relevance
    • Performance based endorsement
    • Enormous consumer franchise
    • A logical and credible position
    • Integral to the success of our sport
    Fuel …
  • 47.
    • A logical . . .
    • Integral . . .
    • Relevant . . .
    • Compelling . . .
    • Performance-based . . .
    Component of the sport Video
  • 48.
    • Speed
    • Teamwork
    • Efficiency
    • Accuracy
    • Perfection
    • The race is won or lost in the pits
    The Pit Stop
  • 49.
    • The height of drama and competition in a NASCAR race
    • The subject of intense fan interest and media analysis
    • The component of the race given the most comprehensive coverage by the television networks
    • A terrific demonstration of precision teamwork
    The Pit Stop
  • 50.
    • You Own the Pit Stop
    • One of two critical activities
      • More fuel
      • New tires
    • Fuel Can provides for tremendous visibility and focus of activity
    • Refueling is the most time consuming component of the pit stop.
    • . . . AND speed of refueling determines success
    The Pit Stop
  • 51.
    • You Own Pit Row
    • A 43 car high speed service station
    • The center of every NASCAR racetrack – the 50 yard line
    • Extremely visible and intrusive signs mark the entrance and exit of pit row
    • The most valuable branding at any NASCAR event
    • Pit row becomes a metaphor for your service stations
    Pit Row
  • 52.
    • Not just a sponsor
    • Not a borrowed interest, nor an artificial association
    • An absolutely critical ingredient for the success of the sport
    • An integral part of the game
    • As footballs are to the NFL . . .
    • And baseballs are to MLB . . .
    • Fuel, tires and cars are the components
    • that bring the sport to life
    Fuel…
  • 53. The Opportunity
  • 54.
    • Total Exclusivity
      • NASCAR
      • All of the cars
      • All of the drivers
      • All of the teams
      • All of the events
    Official Fuel of NASCAR
  • 55.
    • Exclusive use of the NASCAR mark and the Series Marks
    • Official fuel of NASCAR
      • Official fuel of the NASCAR Winston Cup Series
      • Official fuel of the NASCAR Busch Series
      • Official fuel of the NASCAR Craftsman Truck Series
    Official Fuel of NASCAR
  • 56. Official Fuel of NASCAR
    • BP will have the right to advertise and publicize its’ fuels as the Official Fuel of NASCAR via television, radio, print and the Internet.
  • 57. Brand Loyalty When I see a NASCAR logo on something, I know it will be a quality product If I see a NASCAR logo on something, I am much more likely to buy it than I am to buy a similar product that is not NASCAR related % NASCAR fans who agree Source: Edgar, Dunn & Co., NASCAR Licensing Study 2000 The Power of the NASCAR Mark - Quality - Purchase Intent
  • 58.
        • The NASCAR logo communicates quality to 75 Million consumers.
        • 72% of NASCAR’s fan base indicate that they are more likely to buy a brand bearing the NASCAR mark, than a similar brand without the mark.
        • A huge opportunity to differentiate your brand in a very competitive “commodity” business.
    Official Fuel of NASCAR
  • 59. We can deliver that powerful mark to each and every one of your retail locations. - Official Fuel of NASCAR - Official Pit Stop of NASCAR Official Fuel of NASCAR
  • 60. Exclusive right to driver names and likenesses Official Fuel of NASCAR
  • 61.
    • Unrestricted use of teams and race cars
    • in all forms of advertising
    Official Fuel of NASCAR
  • 62.
    • Exclusive branding on fuel delivery systems
    Exclusive Branding…
  • 63.
    • PLUS. . .
    • A comprehensive brand integration package…
      • NASCAR Drivers’ uniforms
        • -NASCAR Winston Cup Series
        • -NASCAR Busch Series
        • -NASCAR Truck Series
      • NASCAR Team uniforms
      • NASCAR Officials Uniforms
      • NASCAR Competitors car
        • -NASCAR Winston Cup Series
        • -NASCAR Busch Series
        • -NASCAR Truck Series
      • NASCAR Pace Cars
    Official Fuel of NASCAR
  • 64.
    • The Hottest sport in America
    • The #1 spectator sport in the country
    • The #2 sport on television
    • Category Ownership of the purchase influencing
    • NASCAR bar mark
    • Complete brand integration into the sport
    • A logical and relevant position
    • Absolute and Total Exclusivity
    • The most relevant category in the sport
    Official Fuel of NASCAR
  • 65. The Opportunity of the Decade
  • 66.  
  • 67.  
  • 68.  
  • 69.  
  • 70.