Nascar Series Presentation prepared for Kodak
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  • 1. 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 in brand loyalty
            • #2 on television
            • #3 in licensed products
    The Hottest Sport in America
  • 4. NASCAR Winston Cup Series
    • #1 spectator sport
    • in America
  • 5.
    • 17 of the top 20 sporting events with the largest attendance in the U.S. in 2002 were NASCAR Winston Cup races
    • NASCAR Winston Cup events often draw larger crowds than a Super Bowl, NBA Finals game, and World Series game combined
    • More Fortune 500 companies participate in the NASCAR Winston Cup Series than any other sport
    Size and Scope
  • 6.
    • NASCAR’s Premier Series:
    • 2,200 Races
      • 12 Divisions
        • 125 Tracks
          • Across 39 States
    Size and Scope
  • 7.
    • The largest trading area in sports
    • - Our fans travel hundreds of miles to attend our events
    • - 65% of our fans travel from within a 200 mile radius
      • - 75% come from within 300 miles
    • - 25% come from more than 300 miles
    • At many facilities, 30% of our fans travel more than 400 miles to attend a NASCAR Winston Cup event
    Size and Scope
  • 8.
    • NASCAR Winston Cup Series
    • The pinnacle of achievement in sports
    • The best drivers in the world
    • Competing at world famous facilities
    • 43 teams all on the playing field at the same time
    • Powered by 780 horsepower stock cars emblazoned with America’s most respected brands
    • Delivering ‘edge of your seat’ entertainment
    • At 200 MPH
    NASCAR Winston Cup Series Video
  • 9. Fans and Demographics
  • 10. Fans and Demographics 75 Million fans 1/3 of the U.S. population are NASCAR Fans
  • 11. Fans and Demographics +19% +60% Adult NASCAR Fans (millions) Hardcore NASCAR Fans (millions) . . . And Growing. - Total number of adult fans grew 19% - Hardcore fans grew an incredible 60%
  • 12.
    • 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
    Fans and Demographics . . . And More Involved
  • 13.
    • NASCAR is gender neutral
    40% Female 60% Male Fans and Demographics
  • 14. 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)
    Fans and Demographics 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
  • 15. 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)
    Fans and Demographics 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
  • 16. NASCAR is a family sport, as there is a greater presence of children among NASCAR fans than the U.S. population Kids love cars! Fans and Demographics 111 40% 36% % of families with Kids under 18 Index Fan vs. U.S. Pop NASCAR Fans U.S. Pop
  • 17. NASCAR Winston Cup fans are distributed broadly throughout the U.S. 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
  • 18. Brand Attributes
  • 19. 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
  • 20. 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 + NASCAR is the only sports brand that thrills fans and creates a powerful connection through traditional values they admire Brand Attributes
  • 21. Equities of the NASCAR brand lead to a powerful and unique positioning that combines: “thrilling,” “values,” and “belonging.” 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) “ Thrilling Plus ” Brand Attributes
  • 22. 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”
    Driving- Done by All
    • In the U.S., there may be no activity more universal than driving an automobile
    Longest Season Competition
    • Teams compete every week for right to race
    • Every race is an “all-star race”
    Family Participation
    • 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
  • 23. Attitudes towards Sponsors and Sponsorship
  • 24. Brand Loyalty 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
  • 25. NASCAR changes the behaviors of consumers Fans are 3X as likely to buy NASCAR sponsor products and services Brand Loyalty
  • 26.
    • 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
  • 27. Television
  • 28. Television
    • 2nd in all pro sports on television
    • 19 Million viewers tune-in each week to watch NASCAR Winton Cup
    • 38 weeks a year
    • The longest season in sports
  • 29. *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
  • 30.
    • 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
  • 31. Beyond the event broadcasts, NASCAR Winston Cup receives extensive media coverage. . . Media Coverage
  • 32. Media Coverage
    • Newspapers
      • National / Local
    • Magazines
      • Sports
      • Business
      • Entertainment
      • General Interest
    In Print
  • 33.
    • NASCAR.com
    • One of the top five sports sites on the Internet
    • Over three million unique visitors each month
    On the Internet
    • Live coverage of all NASCAR Winston Cup events
    • Broadcast on over 550 radio stations each week
    • NASCAR is the only sport that has a 24 hr. dedicated channel on XM
    On the Radio Media Coverage
  • 34.
    • 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
    Media Coverage
  • 35. Kodak and the NASCAR fan Source: Simmons National Consumer Survey, Fall 2001 – Spring 2002. This is not a share analysis. An asterisk (*) indicates statistical significance at the 95% confidence level.
  • 36. Gillette and the NASCAR Fan Conclusions
    • NASCAR fans are equally or more likely than non-fans to use products in multiple personal grooming categories, batteries and toothbrushes.
    • Many of these categories have multiple competitors. Several competitors enjoy increased brand preference with NASCAR Fans.
    • There is an opportunity for Gillette to increase brand preference among NASCAR’s loyal fan base.
  • 37. Gillette and the NASCAR Fan among male NASCAR fans 18-49 Gillette and the NASCAR Fan
    • NASCAR Fans use these products and use more of them.
    • Like the general market, Gillette owns the razor blade category.
    • While Gillette enjoys increased brand preference in Batteries and Toothbrushes, several competitors do also.
    100/117*/116 108* 104* Manual Toothbrushes n/a n/a 117* purchase 20+/yr 109*/118* 107* 107* Batteries 114/119 122 105 Deodorant/Anti-Persp. 100 122 108 Aftershave 121* 98 107* Shaving Cream/Gel 100/93 99 106 Disposable Shavers 78 105* 100 Razor Blades Competitor Brand Preference Gillette Brand Preference Category Usage
  • 38. Gillette and the NASCAR Fan
    • This is an equity-building Marketing Opportunity
    • This partnership will drive your top-line and bottom-line business results
      • Drive trial with new Gillette consumers
      • Increase loyalty with Gillette switchers
      • Improve margins by trading up current users to premium-priced products
      • Develop powerful and unique retailer co-marketing programs
    • Gillette value-share increases at a faster rate
    Strategic Marketing Conclusions
  • 39. Your Position
  • 40.
    • What’s included . . .
    • The most comprehensive portfolio of benefits in all of sports
    • Complete brand integration
    • Partnership with the most brand loyal audience in all of sports
    • Total ownership
    Your Position
  • 41.
    • Your brand becomes synonymous with . . .
    • #1 spectator sport in America
    • #2 sport on television
      • Your brand leverages all of the equities of the #1 brand in sports –
      • Performance Speed Endurance
      • Heritage Tradition Uniquely American
      • Family Regular People Sense of Community
      • Genuine Down to Earth Honorable
    Your Position
  • 42. Your brand becomes synonymous with… NASCAR Winston Cup Series
    • Winston Cup Events
    • Winston Cup Drivers
    • Winston Cup Tracks
    • Winston Cup Points
    • Winston Cup Championships
  • 43. Your Position
    • Comprehensive Benefit Portfolio
      • All of the cars
      • All of the drivers
      • All of the teams
      • All of the events
  • 44.
    • Exclusive right to driver names and likenesses
    Your Position
  • 45.
    • Unrestricted use of teams and race cars in all forms of advertising
    Your Position
  • 46.  
  • 47. Complete Integration At Every Event Your Position
  • 48.  
  • 49.
    • Unrivaled brand integration
      • Television
      • Print
      • Radio
      • Internet
      • NASCAR Communications
      • Events
    The Position
  • 50.
    • Total Exclusivity
    • A competitive brand CAN NOT :
      • Sponsor a NASCAR Winston Cup event
      • Sponsor a team in the NASCAR Winston Cup Series
      • Secure a NASCAR Winston Cup Driver endorsement
      • Advertise or promote during NASCAR Winston Cup events weekends
    The Position
  • 51.
    • A Rare Opportunity
    • The only one of its’ kind in sports.
    • Available for the first time in 30 years.
    • WILL IT EVER BE AVAILABLE AGAIN?
  • 52.
    • The only position of its’ kind . . .
    • There never has been, therefore it’s unlikely there ever will be . . .
          • Kodak Major League Baseball
          • Kodak National Basketball Association
          • Kodak National Football League
          • Kodak Olympics
    The Position
  • 53.
    • Not a traditional sponsorship . . .
    • The Opportunity
    • to own and brand
    • the hottest sport in America
    The Position
  • 54.
    • We are the only sport
    • that uses a brand name
    • to define our league
    The Position
  • 55. The Position The Hottest Sport In The Country #1 In Brand Loyalty #2 On Television Total Ownership Complete Brand Integration Absolute Brand Exclusivity
  • 56.
    • A unique opportunity
    • The NASCAR Kodak Series
  • 57.  
  • 58.  
  • 59. NASCAR - Entitlement of one of America’s Premier Sports - Advertising and Promotional Rights to: - All of the teams - All of the tracks - All of the drivers - Exclusivity - Brand Impressions like no other sport in the world - $160 Million (Winston; Race Broadcasts only) - Integrated Advertising - $30 Million media plan - Brand Extensions in a $1.3 Billion licensing program - Inclusion in current sponsor media and promotional activation - Unprecedented brand exposure in all media channels - Benefits of overall industry-wide communication of the Series - Fully distributed international television package - 100 countries - 22 languages The Position
  • 60.
    • Tracks
    • Promotional Rights to every event and facility
    • - Event Entitlement Exclusivity
    • - Comprehensive Brand Integration
    • - Comprehensive Customer Entertainment
    • - Every event
    • Television
    • A major presence in all race broadcasts with NASCAR’s Broadcast Partners
        • NBC
        • TNT
        • FOX
        • FX
    • Other Media
    • - Print
    • - Radio
    • - Internet
    • - Shoulder Programming
    • - NASCAR Marketing Platform
    The Position
  • 61. A unique opportunity The NASCAR Kodak Series
  • 62.
    • The 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
  • 63. NWCS NBS, NCTS events States that host NASCAR Events Size and Scope