A memo about how NASCAR can reach different target audience and better promote themselves.

1. NASCAR: Leading a Marketing Transformation in A Time of Crisis
By: Lucas Silberman
To Brian France:
NASCAR has struggled with how to integrate the youth, Hispanic, and Generation Y
demographics into their fan base. Based on the information provided, NASCAR must focus on
Hispanic communities the most based on their buying power and family-oriented culture. The
Generation Y and youth communities are still crucial to NASCAR and they will be provided
below:
The Problem:
 The average number of viewers has steadily decreased by 413,000 people over the past
6 years
 Track revenue has decreased by 41.6% from 2006-2011
 People don’t enjoy the sport due to complicated navigation around the arena and the
loudness of the event
 The length and understanding of NASCAR races are not formally taught
 No diversity in terms of payment
Hispanics:
Pros:
 Family-oriented – the national
average per Hispanic household is
3.87
 $1 trillion in buying power in 2014
 Have a notable star in the industry
(Juan Pablo Montoya & Daniel Suarez)
 Geography
 Discounted packaging
 Appreciation for amenities (vendors,
giveaways, local food sponsors)
 Affinity for cars
 Excited about the sport
Cons
 Don’t feel invited to the sport
 No diversity – feel it’s a white person
only sport
 Currently lack cultural sponsorships
 No Spanish viewing outlet
 Lack of social media

2. Kids:
Pros:
 Social media presence
 Naïve to product placement
 Impressionable
 Star power – Dale Earhnardt, Jimmie
Johnson, Busch twins
 Sponsor identification
 Longevity leads to loyalty
Cons:
 Smoking throughout arena
 No appreciation for the drivers, just
the cars
 Uneducated about sport
 Patience for transportation
 Attention span for the event – the
average 13-year-old has an attention
span between 39 to 65 minutes
 NASCAR video games are inferior to
other sporting games
Generation Y:
Pros:
 Social media presence – 81% of Gen Y
uses Facebook every day
 Networking abilities
 Love spending money – spends 5x
more than baby-boomers
 Sponsor identification
Cons:
 No star power
 Nothing to root against, no favorite
“team”
 Lack diversity
 Lack of identity for the sport – not
familiar with the drivers
Clearly, the Hispanic community provides a ton of opportunity because of their spending
power and family-oriented values. NASCAR needs to monitor how Hispanics interact with the
product in order to become a dominant force in the sports industry. While the youth and
Generation Y demographics are still essential, the marketing we could provide for Hispanics
would benefit NASCAR tremendously.