Business Development


Published on

Published in: Sports, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Business Development

  1. 1. Privileged and Confidential Information. Do not publish or redistribute.
  2. 2. 2About NASCAR• More Fortune 500 companies choose NASCAR to build their brands than any other sport• NASCAR ranks #1 in the U.S. in brand loyalty• #1 spectator sport in the U.S. with an average of 100,000 fans at each NASCAR Sprint Cup Series race. – NASCAR races often draw larger crowds than a Super Bowl, World Series game and NBA Finals game combined• Forbes ranks the DAYTONA 500 the world’s #2 most valuable single-telecast sporting event, trailing only the Super Bowl.• NASCAR is engaging in an aggressive five-year strategic plan for growing the sport while maintaining its most avid fans.
  3. 3. 3“NASCAR ranks #1 among major U.S. sports when it comes to avidfans who indicate it is important to be aware of sponsors and aremore likely to consider trying, regularly consume, recommend,and consciously support a sponsor’s product or service.”-Sports Business Journal
  4. 4. 4About Front Row Motorsports • Owned by restaurant industry entrepreneur Bob Jenkins • Competes in NASCAR’s premier division, the NASCAR Sprint Cup Series • Provided over $17 MM in media equivalencies to its sponsors in 2011 • Recently recognized on for its unique value proposition within the sport of NASCAR • B2B opportunities with all FRM sponsors, including YUM! Brands and Ford Motor Company2012 Primary Sponsors Include
  5. 5. 5“Front Row Motorsports proves a small teamcan compete in [Sprint] Cup”
  6. 6. 6What We OfferWinning Drivers Hospitality and VIP Experiences Autograph SessionsLicensing Digital Assets Media Rights Cause Marketing Promotional Rights
  7. 7. 7“Front Row has a good grasp for how to leverage its status as achallenger brand. Let’s be honest, challenger brands outnumbermarket leaders by a factor of ten. As a challenger brand, they knowthat by aligning themselves with other challenger brands they canhelp one another.Front Row and its business development team have just beguntheir marketing journey. Time will tell if they can take their brandto the front of the pack. But that’s a question many of us faceabout the success of our organizations. I’m cheering for the CMOwho acts boldly with speed and creativity. Fortune, and themarket, will favor them.”-Phil Johnson, Forbes
  8. 8. 8Overview of NASCAR Team AssetsSponsorship OpportunitiesA NASCAR team sponsorship is much more than just a logo on the hood of a car— it opens your brand up to a number of opportunitiesthat connect with NASCAR fans and mainstream consumers alike.Advertising and PromotionsFor many companies, NASCAR team sponsorship is the cornerstone of their overall marketing program. Promotions, sweepstakes andtargeted communications give team sponsors the flexibility to attract both NASCAR fans and non-fans.Alternate Paint SchemesPrimary sponsors are able to easily modify their car’s paint scheme to communicate promotions, sweepstakes, line extensions, newproduct launches and other initiatives.Special Paint SchemesWhether it’s for a single event or several, special paint schemes elevate associate team sponsors to primary status, providing exposureand brand recognition for brands with limited marketing budgets or short-term marketing programs.Show CarsOn display at charity events, retail locations and other points of consumer contact, show cars are immediate attention-getters that drawinterest to your brand from NASCAR fans and non-fans alike.LicensingNASCAR licensed products provide additional exposure opportunities for team sponsors, placing their brands in categories like die-castcars, apparel and many others.
  9. 9. 9Overview of NASCAR Team Assets (Continued)ApparelNASCAR licensed apparel not only gives fans the opportunity to show support for their favorite NASCAR drivers and teams, but alsoprovides incremental exposure for those teams’ sponsor brands. That exposure extends the fan-sponsor relationship beyond race dayand into fans’ everyday lives, further strengthening brand recognition and loyalty as fans make their daily purchase decisions.Business-to-Business OpportunitiesWhen companies become team sponsors, it opens the door to a number of ROI-generating opportunities. Many companies use theirteam sponsorship as a way to build relationships with customers, suppliers, distributors, retailers and other key partners.Team BuildingNASCAR provides a unique way for companies to rally their employees around their sponsorship, creating opportunities for teambuilding and morale-enhancing activities as employees watch their team compete and win on the track.Local In-Market ProgramsWhen a NASCAR event comes to a market, it creates numerous opportunities for team sponsors to reach local consumers and leveragethe excitement of the event.Driver AppearancesNASCAR drivers are powerful spokespeople for their team sponsors. Their accessibility to consumers and strong relationships with fansmake NASCAR drivers among the most effective brand ambassadors in sports.Driver EndorsementsConsumers recognize NASCAR drivers and identify them with their sponsors’ brands. Over their careers, NASCAR drivers deliver massivevalue in exposure and sales, elevating the relationship between their sponsors’ brands and their fans.
  10. 10. 10Media Coverage • NASCAR is the #2 rated sport on television, trailing only the NFL • An average of 4.4 MM households and 6.5 MM viewers tuned into each race last season • In 2011, viewership among males aged 18-35 was up 17% over the previous year • Our most passionate fans consume an average of 16 hours of NASCAR-related media each week, while 37% of NASCAR fans consume at least 9 hours a week • Front Row Motorsports delivered over $17 million in media equivalencies to its sponsors last season
  11. 11. 11David Ragan • 3 Career NASCAR Wins (Daytona, Talladega, Bristol) • Winner of 2011 Sprint All- Star Showdown • 2007 NASCAR Nationwide Series Rookie of the Year • Has combined to earn 29Hometown: Unadilla, Georgia career Top-5 finishes and 83Birthdate: December 24, 1985Marital Status: Fiancé, Jacqueline career Top-10 finishes in NASCAR @David_Ragan
  12. 12. 12David Gilliland • One Career Win (Kentucky) • Former Daytona 500 Pole Winner (Fastest Qualifier) • Finished 3rd in the 2011 Daytona 500Hometown: Riverside, CaliforniaBirthdate: April 1, 1976Marital Status: Wife, Michelle • Was a high school golfChildren: Todd & Taylor teammate to Tiger Woods @DavidGilliland
  13. 13. 13Josh Wise • Leads 2012 NASCAR Sprint Cup Series Rookie of the Year Standings • Has raced for NASCAR superstars Dale Earnhardt Jr. and Michael WaltripHometown: Riverside, California • Began racing at the age of 8Birthdate: February 7, 1983Marital Status: Wife, Ashley and at the age of 16,Children: Harlow & Remy became the youngest @Josh_Wise champion in United States Auto Club history
  14. 14. Robin Johnson William Sturgill Mike Laheta EVP & Chief Marketing Officer Director, Business Development Director, Marketing & Business 704.904.4347 859.797.0004 440.773.2701 Leading The Pack In Sponsorship Value