Date post: | 19-May-2015 |
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Sports |
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1 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Partnership Presentation
2 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Thrilling and exciting entertainment
A sport that has traditional values
A sport where fans have a real sense of belonging
Not just a sport … it’s a lifestyle!
…
3 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
#1 in brand loyalty #2 on television #3 in licensed products
The Hottest Sport in America
4 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
NASCAR Winston Cup Series
#1 spectator sport
in America
5 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
17 of the top 20 sporting events with the largest attendance
in the U.S. in 2002 were NASCAR Winston Cup races
NASCAR Winston Cup events often draw larger crowds than a Super Bowl, NBA
Finals game, and World Series game combined
More Fortune 500 companies participate in the NASCAR Winston Cup Series
than any other sport
Size and Scope
6 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
NASCAR’s Premier Series:
2,200 Races 12 Divisions
125 Tracks Across 39 States
Size and Scope
7 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
The largest trading area in sports - Our fans travel hundreds of miles to attend our events
- 65% of our fans travel from within a 200 mile radius
- 75% come from within 300 miles
- 25% come from more than 300 miles
At many facilities, 30% of our fans travel more than 400 miles
to attend a NASCAR Winston Cup event
Size and Scope
8 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
NASCAR Winston Cup Series
NASCAR Winston Cup Series
The pinnacle of achievement in sports
The best drivers in the world
Competing at world famous facilities
43 teams all on the playing field at the same time
Powered by 780 horsepower stock cars emblazoned with America’s most respected brands
Delivering ‘edge of your seat’ entertainment
At 200 MPH
Video
9 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Fans and
Demographics
10 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Fans and Demographics
75 Million fans
1/3 of the U.S. population are NASCAR Fans
11 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Fans and Demographics
56
58
60
62
64
66
68
70
72
74
76
2000 20020
5
10
15
20
25
30
35
40
2000 2002
+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 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
NASCAR fans are spending more time following NASCAR in Print, on
Television, Radio, and the Internet
NASCAR Fans are purchasing more NASCAR related merchandise
Hardcore fans spend over $700 annually on NASCAR products
Fans and Demographics
. . . And More Involved
13 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
NASCAR is gender neutral
40%Female
60% Male
Fans and Demographics
14 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Age Group U.S. Pop NASCAR Fans Index Fan vs U.S. Pop
18-24 11% 11% 100
25-34 21% 21% 100
35-44 21% 26% 124
45-54 19% 19% 100
55-64 13% 15% 115
65 + 15% 9% 60
NASCAR Fans are broadly spread through nearly all age brackets
32% are between the ages 18 – 34 (100 index vs. U.S. pop)
58% are between the ages 18 – 44 (109 index vs. U.S. pop)
Fans and Demographics
15 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
NASCAR Fans are middle class andmore affluent than the U.S. population
42% of NASCAR Fans earn $50,000 + per year (108 index vs. U.S. Pop)
Income Range
vs. U.S. Pop U.S. Pop NASCAR Fans Index Fan
Under $20,000 19% 13% 68
$20,000 to $30,000 20% 16% 80
$30,000 to $50,000 22% 29% 132
$50,000 to $75,000 18% 22% 122
$75,000 to $100,000 12% 12% 100
$100,000 or more 9% 8% 89
Fans and Demographics
16 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
U.S. Pop NASCAR Fans Index Fan vs. U.S. Pop
% of families with Kids under 18 36% 40% 111
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
17 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
NASCAR Winston Cup fans are distributed broadly throughout the U.S.
Source: IPSOS-REID, NASCAR Brand Study, Summer 2001
South
38%
Index tototal U.S.:
109
Midwest
24%
Index tototal U.S.:
104
West
19%
Index tototal U.S.:
90
Northeast
20%
Index tototal U.S.:
100
18 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Brand Attributes
19 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Q. How closely do you associate “________” with NASCAR?
57%57%
52%52%
50%50%
50%50%
48%48%
48%48%
47%47%
46%46%
Athletes that are Regular PeopleAthletes that are Regular People
GenuineGenuine
Straight UpStraight Up
Open to AllOpen to All
Down to EarthDown to Earth
Athletes I AdmireAthletes I Admire
HonorableHonorable
Like a Big FamilyLike a Big Family
80%80%
78%78%
69%69%
66%66%
64%64%
64%64%
62%62%
Intense CompetitionIntense Competition
Skillful CompetitorSkillful Competitor
Uniquely AmericanUniquely American
TeamworkTeamwork
Thrilling and ExcitingThrilling and Exciting
Edge of Seat ActionEdge of Seat Action
Non-Stop ActionNon-Stop Action
Association with NASCAR (% Top 2 Box)Association with NASCAR (% Top 2 Box)
StrongAssociation Heritage
Drivers Applicable/”Relatable” “Stock” Cars Fun All Teams in All Events Power Performance Speed Sponsors Ambitious Aggressive
““Absolutes”Absolutes”Strong AssociationStrong Association
+
Source: Edgar, Dunn & Company, NASCAR Brand Study 2000
The NASCAR brand owns powerful, functional and emotional equities
Brand Attributes
20 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Sense of Belonging
Regular PeopleRegular People HonorableHonorable Down to EarthDown to Earth GenuineGenuine Straight Up/HonestStraight Up/Honest Like a Big FamilyLike a Big Family
Thrilling & Exciting Entertainment
Speed & PowerSpeed & Power Edge of Seat ActionEdge of Seat Action Skillful CompetitionSkillful Competition Intense CompetitionIntense Competition Play Never StopsPlay Never Stops Daring/CourageousDaring/Courageous
UnduplicatedSport
SharedValues
++
NASCAR is the only sports brand that thrills fans and creates a powerful connection through traditional values they admire
Brand Attributes
21 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
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”
Equities of the NASCAR brand lead to a powerful and unique positioning that combines: “thrilling,” “values,” and “belonging.”
Brand Attributes
22 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
People Like Me Fans can easily identify with the drivers “Regular” physiques, “Regular” guys, “Role Models”
Driving- Done by All
In the U.S., there may be no activity more universal than driving an automobile
Longest Season
Competition Teams compete every week for right to race Every race is an “all-star race”
Family Participation
Wives and children of the NASCAR family are visible at the tracks and in victory lane celebrations
Multi-generational sport for both Fans & Drivers Family developed & lead sport since 1948
NASCAR has some unique advantages versus stick and ball sports.
Brand Attributes
Auto racing is “Live” for approximately 10 months per year offering fans and sponsors many opportunities
23 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Attitudes towards Sponsors and Sponsorship
24 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
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%
% agreeHardcore Fans Casual Fans
25 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
NASCAR changes the behaviors of consumers
Fans are 3X as likely to buy
NASCAR sponsor
products and services
Brand Loyalty
26 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
89% of NASCAR fans agree that when a NASCAR logo is associated
with a company, that company delivers quality
When sponsors connect with our passionate fans, they can influence
their buying preferences and decisions.
Brand Loyalty
27 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Television
28 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Television
2nd in all pro sports on television
19 Million viewers tune-in each week to watch NASCAR Winton Cup
38 weeks a year
The longest season in sports
29 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
0
2
4
6
8
10
12
10.4 5.7 3.4 2.9 2.5 2.1 1.6 1.4 1
NFL NWCS PGA NBA MLB NBS IRL NHL CART*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 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
NASCAR sponsors secured nearly $5 Billion in television exposure
0
1
2
3
4
5
2.2 4.9
2000 2002
*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 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Beyond the event
broadcasts, NASCAR
Winston Cup
receives extensive
media coverage. . .
Media Coverage
32 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Media Coverage
Newspapers
National / Local
Magazines
Sports
Business
Entertainment
General Interest
In Print
33 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
NASCAR.com
One of the top five sports sites on the Internet
Over three million unique visitors each month
On the Internet
Live coverage of all NASCAR Winston Cup events
Broadcast on over 550 radio stations each week
NASCAR is the only sport that has a 24 hr. dedicated
channel on XM
On the Radio
Media Coverage
34 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
On Television
NASCAR is everywhere National and Local News
Saturday Night Live
NASCAR Week on Wheel of Fortune
Regis and Kelly
The Tonight Show with Jay Leno
Media Coverage
35 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
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 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Gillette and the NASCAR Fan
ConclusionsConclusions
1. NASCAR fans are equally or more likely than non-fans to use products in multiple personal grooming categories, batteries and toothbrushes.
2. Many of these categories have multiple competitors. Several competitors enjoy increased brand preference with NASCAR Fans.
3. There is an opportunity for Gillette to increase brand preference among NASCAR’s loyal fan base.
37 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Gillette and the NASCAR Fan
among male NASCAR fans 18-49
Category
Usage
Gillette Brand Preference
Competitor Brand Preference
Razor Blades 100 105* 78
Disposable Shavers 106 99 100/93
Shaving Cream/Gel 107* 98 121*
Aftershave 108 122 100
Deodorant/Anti-Persp. 105 122 114/119
Batteries 107* 107* 109*/118*
purchase 20+/yr 117* n/a n/a
Manual Toothbrushes 104* 108* 100/117*/116
Gillette and the NASCAR FanGillette and the NASCAR Fan
1. NASCAR Fans use these products and use more of them.
2. Like the general market, Gillette owns the razor blade category.
3. While Gillette enjoys increased brand preference in Batteries and Toothbrushes, several competitors do also.
38 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Gillette and the NASCAR Fan
1. This is an equity-building Marketing Opportunity
2. This partnership will drive your top-line and bottom-line business results
Drive trial with new Gillette consumers Increase loyalty with Gillette switchers Improve margins by trading up current users to
premium-priced products Develop powerful and unique retailer co-marketing
programs
3. Gillette value-share increases at a faster rate
Strategic Marketing Conclusions
39 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Your Position
40 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
What’s included . . .
1. The most comprehensive portfolio of benefits in all of sports
2. Complete brand integration
3. Partnership with the most brand loyal audience in all of sports
4. Total ownership
Your Position
41 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Your brand becomes synonymous with . . . #1 spectator sport in America
#2 sport on television
Your brand leverages all of the equities of the #1 brand in sports –
Performance Speed EnduranceHeritage Tradition Uniquely AmericanFamily Regular People Sense of CommunityGenuine Down to Earth Honorable
Your Position
42 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Your brand becomes
synonymous with…
NASCAR Winston Cup Series
Winston Cup Events
Winston Cup Drivers
Winston Cup Tracks
Winston Cup Points
Winston Cup Championships
43 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Your Position
Comprehensive Benefit Portfolio
All of the cars
All of the drivers
All of the teams
All of the events
44 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Exclusive right to driver names and likenesses
Your Position
45 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Unrestricted use of teams and race cars
in all forms of advertising
Your Position
46 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
47 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Complete Integration At Every Event
Your Position
48 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
49 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Unrivaled brand integration
Television
Radio
Internet
NASCAR Communications
Events
The Position
50 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Total Exclusivity
A competitive brand CAN NOT:
Sponsor a NASCAR Winston Cup event
Sponsor a team in the NASCAR Winston Cup Series
Secure a NASCAR Winston Cup Driver endorsement
Advertise or promote during NASCAR Winston Cup
events weekends
The Position
51 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
A Rare Opportunity
The only one of its’ kind in sports.
Available for the first time in 30 years.
WILL IT EVER BE AVAILABLE AGAIN?
52 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
The only position of its’ kind . . .
There never has been, therefore it’s unlikely there ever will be . . .
Kodak Major League Baseball
Kodak National Basketball Association
Kodak National Football League
Kodak Olympics
The Position
53 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
Not a traditional sponsorship . . .
The Opportunity
to own and brand
the hottest sport in America
The Position
54 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
We are the only sport
that uses a brand name
to define our league
The Position
55 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
The Hottest Sport In The Country
#1 In Brand Loyalty
#2 On Television
Total Ownership
Complete Brand Integration
Absolute Brand Exclusivity
The Position
57 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
58 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
59 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
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
60 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
TracksPromotional Rights to every event and facility
- Event Entitlement Exclusivity- Comprehensive Brand Integration- Comprehensive Customer Entertainment- Every event
Television A major presence in all race broadcasts with NASCAR’s Broadcast Partners
- NBC- TNT- FOX - FX
Other Media- Print- Radio- Internet- Shoulder Programming- NASCAR Marketing Platform
The Position
61 | NASCAR is | the power of NASCAR | the fans | brand loyalty | television | NASCAR values | your position | the position | the opportunity | promotional rights
A unique opportunity
The NASCAR Kodak Series