London Sports Marketing Summit: How NASCAR Does It
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The document discusses strategies for using motorsports sponsorships to achieve branding and marketing objectives. It outlines how Valvoline uses NASCAR sponsorships to extend its brand through branding, advertising, promotions, public relations and developing new products. It also highlights challenges with activation and leveraging partnerships and technology to maximize sponsorship value.
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London Sports Marketing Summit: How NASCAR Does It
- 1. Activating Sponsorship to Achieve Strategic Business Objectives A Sponsor - Owner View Barry Bronson Director of Communications - Valvoline A Division of Ashland Inc. Lexington, Kentucky, USA
- 2. Insert SEMA video Nov. 2006 Up until MaxLife commercial; Include: At Track Race shop End with logos.
- 5. PUBLIC RELATIONS VEHICLE SALES PROMOTION VEHICLE PRODUCT COUPON SAMPLING TV BRAND EXPOSURE LICENSING APPAREL, SOUVENIRS BUSINESS-TO-BUSINESS DEVELOPMENT SHOWCAR PROGRAM HOSPITALITY VEHICLE INCENTIVE VEHICLE RESEARCH & DEVELOPMENT NEW PRODUCTS PRINT BRAND EXPOSURE PRIMARY TEAM CAR SPONSORSHIP DRIVER, TEAM ENDORSEMENT REGIONAL RETAILER LEVERAGE PERFORMANCE IMAGERY
- 11. Who is Doing it Right?
- 13. The Rights Fee Was Just The Beginning! The Rights Fee Was Just The Beginning!
- 23. Insert EDITED CNBC segment on Steve Williams Start: 00:50 End: 01:28
Editor's Notes
- I looked at the speakers list AND the attendees list. Never have so many great sports business minds gathered at one place -- since Bernie Eccelstone dined alone! 2006 – American companies spent an estimated $2.9 billion in motorsports sponsorship. (Source: IEG Sponsorship Report). UK companies spent about $900 million, up 5.4% from 2005. Why? Motorsport consistently delivers excellent ROI when compared to other sporting sponsorship and entertainment properties. For the next 20 minutes or so I’m not going to deal so much in theory --- this university surely hears plenty of that. I’m going to talk about business realities and sponsorship within NASCAR in the U.S. And I’m going to talk about the sponsorship world Valvoline inhabits. I’m going to try to point out some other marketers who are making an impact, too. And finally, I’m going to get away entirely from NASCAR and give you some insight into an under-the-radar sponsorship that pays dividends – with no activation.