Nationwide Insurance has had a hand in NASCAR for the past 10 years. From more limited exposure in their earlier involvement to the $30 million yearly commitment as title sponsor for the past 3 years, the sponsorship has developed tremendously as the strategy, sport and market have evolved.
Through ethnographic research, extensive consumer testing, affinity and strategic partnership efforts and a deep understanding of the sport itself, Nationwide's NASCAR campaigns have currently grown to be one of the brand's most successful integrated campaigns to date. All throughout this growth and evolution, one thing has been adamantly clear – success starts and ends with reaching and engaging the fans in a meaningful, effective way across all channels.
NASCAR ® is more than a sport, part of their identity and upbringing
Driver is direct reflection of self and on self
Strong cultural bond based on values
In-group/Out-group effect - can sniff out non-genuine interest from the outside
Driving Relationships With Roots We will showcase the values of the Nationwide Insurance brand and their relevance to NASCAR ® fans. We will earn fan loyalty by demonstrating the deep relationships we ’ ve built - and are building - with drivers, the sport and the culture of NASCAR ® . In short, we will allow fans to see the Nationwide brand through the lens of NASCAR ® - their passion, their culture.