Nascar Series Presentation prepared for Kodak


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Nascar Series Presentation prepared for Kodak

  1. 1. Partnership Presentation
  2. 2. <ul><li>Thrilling and exciting entertainment </li></ul><ul><li>A sport that has traditional values </li></ul><ul><li>A sport where fans have a real sense of belonging </li></ul><ul><li>Not just a sport … it’s a lifestyle! </li></ul>…
  3. 3. <ul><ul><ul><ul><ul><li>#1 in brand loyalty </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>#2 on television </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>#3 in licensed products </li></ul></ul></ul></ul></ul>The Hottest Sport in America
  4. 4. NASCAR Winston Cup Series <ul><li>#1 spectator sport </li></ul><ul><li>in America </li></ul>
  5. 5. <ul><li>17 of the top 20 sporting events with the largest attendance in the U.S. in 2002 were NASCAR Winston Cup races </li></ul><ul><li>NASCAR Winston Cup events often draw larger crowds than a Super Bowl, NBA Finals game, and World Series game combined </li></ul><ul><li>More Fortune 500 companies participate in the NASCAR Winston Cup Series than any other sport </li></ul>Size and Scope
  6. 6. <ul><li>NASCAR’s Premier Series: </li></ul><ul><li>2,200 Races </li></ul><ul><ul><li>12 Divisions </li></ul></ul><ul><ul><ul><li>125 Tracks </li></ul></ul></ul><ul><ul><ul><ul><li>Across 39 States </li></ul></ul></ul></ul>Size and Scope
  7. 7. <ul><li>The largest trading area in sports </li></ul><ul><li>- Our fans travel hundreds of miles to attend our events </li></ul><ul><li>- 65% of our fans travel from within a 200 mile radius </li></ul><ul><ul><li>- 75% come from within 300 miles </li></ul></ul><ul><li>- 25% come from more than 300 miles </li></ul><ul><li>At many facilities, 30% of our fans travel more than 400 miles to attend a NASCAR Winston Cup event </li></ul>Size and Scope
  8. 8. <ul><li>NASCAR Winston Cup Series </li></ul><ul><li>The pinnacle of achievement in sports </li></ul><ul><li>The best drivers in the world </li></ul><ul><li>Competing at world famous facilities </li></ul><ul><li>43 teams all on the playing field at the same time </li></ul><ul><li>Powered by 780 horsepower stock cars emblazoned with America’s most respected brands </li></ul><ul><li>Delivering ‘edge of your seat’ entertainment </li></ul><ul><li>At 200 MPH </li></ul>NASCAR Winston Cup Series Video
  9. 9. Fans and Demographics
  10. 10. Fans and Demographics 75 Million fans 1/3 of the U.S. population are NASCAR Fans
  11. 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. 12. <ul><li>NASCAR fans are spending more time following NASCAR in Print, on Television, Radio, and the Internet </li></ul><ul><li>NASCAR Fans are purchasing more NASCAR related merchandise </li></ul><ul><li>Hardcore fans spend over $700 annually on NASCAR products </li></ul>Fans and Demographics . . . And More Involved
  13. 13. <ul><li>NASCAR is gender neutral </li></ul>40% Female 60% Male Fans and Demographics
  14. 14. NASCAR Fans are broadly spread through nearly all age brackets <ul><li>32% are between the ages 18 – 34 (100 index vs. U.S. pop) </li></ul><ul><li>58% are between the ages 18 – 44 (109 index vs. U.S. pop) </li></ul>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. 15. NASCAR Fans are middle class and more affluent than the U.S. population <ul><li>42% of NASCAR Fans earn $50,000 + per year (108 index vs. U.S. Pop) </li></ul>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. 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. 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. 18. Brand Attributes
  19. 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 <ul><li>Heritage </li></ul><ul><li>Drivers </li></ul><ul><li>Applicable/”Relatable” </li></ul><ul><li>“ Stock” Cars </li></ul><ul><li>Fun </li></ul><ul><li>All Teams in All Events </li></ul><ul><li>Power </li></ul><ul><li>Performance </li></ul><ul><li>Speed </li></ul><ul><li>Sponsors </li></ul><ul><li>Ambitious </li></ul><ul><li>Aggressive </li></ul>“ Absolutes” Strong Association + Source: Edgar, Dunn & Company, NASCAR Brand Study 2000 Brand Attributes
  20. 20. Sense of Belonging <ul><li>Regular People </li></ul><ul><li>Honorable </li></ul><ul><li>Down to Earth </li></ul><ul><li>Genuine </li></ul><ul><li>Straight Up/Honest </li></ul><ul><li>Like a Big Family </li></ul>Thrilling & Exciting Entertainment <ul><li>Speed & Power </li></ul><ul><li>Edge of Seat Action </li></ul><ul><li>Skillful Competition </li></ul><ul><li>Intense Competition </li></ul><ul><li>Play Never Stops </li></ul><ul><li>Daring/Courageous </li></ul>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. 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. 22. NASCAR has some unique advantages versus stick and ball sports. People Like Me <ul><li>Fans can easily identify with the drivers </li></ul><ul><li>“ Regular” physiques, “Regular” guys, “Role Models” </li></ul>Driving- Done by All <ul><li>In the U.S., there may be no activity more universal than driving an automobile </li></ul>Longest Season Competition <ul><li>Teams compete every week for right to race </li></ul><ul><li>Every race is an “all-star race” </li></ul>Family Participation <ul><li>Wives and children of the NASCAR family are visible at the tracks and in victory lane celebrations </li></ul><ul><li>Multi-generational sport for both Fans & Drivers </li></ul><ul><li>Family developed & lead sport since 1948 </li></ul>Brand Attributes <ul><li>Auto racing is “Live” for approximately 10 months per year offering fans and sponsors many opportunities </li></ul>
  23. 23. Attitudes towards Sponsors and Sponsorship
  24. 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. 25. NASCAR changes the behaviors of consumers Fans are 3X as likely to buy NASCAR sponsor products and services Brand Loyalty
  26. 26. <ul><li>89% of NASCAR fans agree that when a NASCAR logo is associated with a company, that company delivers quality </li></ul>When sponsors connect with our passionate fans, they can influence their buying preferences and decisions. Brand Loyalty
  27. 27. Television
  28. 28. Television <ul><li>2nd in all pro sports on television </li></ul><ul><li>19 Million viewers tune-in each week to watch NASCAR Winton Cup </li></ul><ul><li>38 weeks a year </li></ul><ul><li>The longest season in sports </li></ul>
  29. 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. 30. <ul><li>NASCAR sponsors secured nearly $5 Billion in television exposure </li></ul>*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. 31. Beyond the event broadcasts, NASCAR Winston Cup receives extensive media coverage. . . Media Coverage
  32. 32. Media Coverage <ul><li>Newspapers </li></ul><ul><ul><li>National / Local </li></ul></ul><ul><li>Magazines </li></ul><ul><ul><li>Sports </li></ul></ul><ul><ul><li>Business </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>General Interest </li></ul></ul>In Print
  33. 33. <ul><li> </li></ul><ul><li>One of the top five sports sites on the Internet </li></ul><ul><li>Over three million unique visitors each month </li></ul>On the Internet <ul><li>Live coverage of all NASCAR Winston Cup events </li></ul><ul><li>Broadcast on over 550 radio stations each week </li></ul><ul><li>NASCAR is the only sport that has a 24 hr. dedicated channel on XM </li></ul>On the Radio Media Coverage
  34. 34. <ul><li>On Television </li></ul><ul><li>NASCAR is everywhere </li></ul><ul><li>National and Local News </li></ul><ul><li>Saturday Night Live </li></ul><ul><li>NASCAR Week on Wheel of Fortune </li></ul><ul><li>Regis and Kelly </li></ul><ul><li>The Tonight Show with Jay Leno </li></ul>Media Coverage
  35. 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. 36. Gillette and the NASCAR Fan Conclusions <ul><li>NASCAR fans are equally or more likely than non-fans to use products in multiple personal grooming categories, batteries and toothbrushes. </li></ul><ul><li>Many of these categories have multiple competitors. Several competitors enjoy increased brand preference with NASCAR Fans. </li></ul><ul><li>There is an opportunity for Gillette to increase brand preference among NASCAR’s loyal fan base. </li></ul>
  37. 37. Gillette and the NASCAR Fan among male NASCAR fans 18-49 Gillette and the NASCAR Fan <ul><li>NASCAR Fans use these products and use more of them. </li></ul><ul><li>Like the general market, Gillette owns the razor blade category. </li></ul><ul><li>While Gillette enjoys increased brand preference in Batteries and Toothbrushes, several competitors do also. </li></ul>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. 38. Gillette and the NASCAR Fan <ul><li>This is an equity-building Marketing Opportunity </li></ul><ul><li>This partnership will drive your top-line and bottom-line business results </li></ul><ul><ul><li>Drive trial with new Gillette consumers </li></ul></ul><ul><ul><li>Increase loyalty with Gillette switchers </li></ul></ul><ul><ul><li>Improve margins by trading up current users to premium-priced products </li></ul></ul><ul><ul><li>Develop powerful and unique retailer co-marketing programs </li></ul></ul><ul><li>Gillette value-share increases at a faster rate </li></ul>Strategic Marketing Conclusions
  39. 39. Your Position
  40. 40. <ul><li>What’s included . . . </li></ul><ul><li>The most comprehensive portfolio of benefits in all of sports </li></ul><ul><li>Complete brand integration </li></ul><ul><li>Partnership with the most brand loyal audience in all of sports </li></ul><ul><li>Total ownership </li></ul>Your Position
  41. 41. <ul><li>Your brand becomes synonymous with . . . </li></ul><ul><li>#1 spectator sport in America </li></ul><ul><li>#2 sport on television </li></ul><ul><ul><li>Your brand leverages all of the equities of the #1 brand in sports – </li></ul></ul><ul><ul><li>Performance Speed Endurance </li></ul></ul><ul><ul><li>Heritage Tradition Uniquely American </li></ul></ul><ul><ul><li>Family Regular People Sense of Community </li></ul></ul><ul><ul><li>Genuine Down to Earth Honorable </li></ul></ul>Your Position
  42. 42. Your brand becomes synonymous with… NASCAR Winston Cup Series <ul><li>Winston Cup Events </li></ul><ul><li>Winston Cup Drivers </li></ul><ul><li>Winston Cup Tracks </li></ul><ul><li>Winston Cup Points </li></ul><ul><li>Winston Cup Championships </li></ul>
  43. 43. Your Position <ul><li>Comprehensive Benefit Portfolio </li></ul><ul><ul><li>All of the cars </li></ul></ul><ul><ul><li>All of the drivers </li></ul></ul><ul><ul><li>All of the teams </li></ul></ul><ul><ul><li>All of the events </li></ul></ul>
  44. 44. <ul><li>Exclusive right to driver names and likenesses </li></ul>Your Position
  45. 45. <ul><li>Unrestricted use of teams and race cars in all forms of advertising </li></ul>Your Position
  46. 47. Complete Integration At Every Event Your Position
  47. 49. <ul><li>Unrivaled brand integration </li></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>NASCAR Communications </li></ul></ul><ul><ul><li>Events </li></ul></ul>The Position
  48. 50. <ul><li>Total Exclusivity </li></ul><ul><li>A competitive brand CAN NOT : </li></ul><ul><ul><li>Sponsor a NASCAR Winston Cup event </li></ul></ul><ul><ul><li>Sponsor a team in the NASCAR Winston Cup Series </li></ul></ul><ul><ul><li>Secure a NASCAR Winston Cup Driver endorsement </li></ul></ul><ul><ul><li>Advertise or promote during NASCAR Winston Cup events weekends </li></ul></ul>The Position
  49. 51. <ul><li>A Rare Opportunity </li></ul><ul><li>The only one of its’ kind in sports. </li></ul><ul><li>Available for the first time in 30 years. </li></ul><ul><li>WILL IT EVER BE AVAILABLE AGAIN? </li></ul>
  50. 52. <ul><li>The only position of its’ kind . . . </li></ul><ul><li>There never has been, therefore it’s unlikely there ever will be . . . </li></ul><ul><ul><ul><ul><li>Kodak Major League Baseball </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Kodak National Basketball Association </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Kodak National Football League </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Kodak Olympics </li></ul></ul></ul></ul>The Position
  51. 53. <ul><li>Not a traditional sponsorship . . . </li></ul><ul><li>The Opportunity </li></ul><ul><li>to own and brand </li></ul><ul><li>the hottest sport in America </li></ul>The Position
  52. 54. <ul><li>We are the only sport </li></ul><ul><li>that uses a brand name </li></ul><ul><li>to define our league </li></ul>The Position
  53. 55. The Position The Hottest Sport In The Country #1 In Brand Loyalty #2 On Television Total Ownership Complete Brand Integration Absolute Brand Exclusivity
  54. 56. <ul><li>A unique opportunity </li></ul><ul><li>The NASCAR Kodak Series </li></ul>
  55. 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
  56. 60. <ul><li>Tracks </li></ul><ul><li>Promotional Rights to every event and facility </li></ul><ul><li>- Event Entitlement Exclusivity </li></ul><ul><li>- Comprehensive Brand Integration </li></ul><ul><li>- Comprehensive Customer Entertainment </li></ul><ul><li>- Every event </li></ul><ul><li>Television </li></ul><ul><li>A major presence in all race broadcasts with NASCAR’s Broadcast Partners </li></ul><ul><ul><ul><li>NBC </li></ul></ul></ul><ul><ul><ul><li>TNT </li></ul></ul></ul><ul><ul><ul><li>FOX </li></ul></ul></ul><ul><ul><ul><li>FX </li></ul></ul></ul><ul><li>Other Media </li></ul><ul><li>- Print </li></ul><ul><li>- Radio </li></ul><ul><li>- Internet </li></ul><ul><li>- Shoulder Programming </li></ul><ul><li>- NASCAR Marketing Platform </li></ul>The Position
  57. 61. A unique opportunity The NASCAR Kodak Series
  58. 62. <ul><li>The NASCAR Winston Cup Series is </li></ul><ul><li>the second largest U.S. sport </li></ul><ul><li>among viewers 18-34 and 18-49 </li></ul>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
  59. 63. NWCS NBS, NCTS events States that host NASCAR Events Size and Scope