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UK Sports Marketing Conference Presentation: A Sponsor Looks at NASCAR Marketing
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Barry Bronson
Director of Communications - Valvoline
A Division of Ashland Inc.
Lexington, Kentucky, USA
Activating Sponsorship to Achieve
Strategic Business ObjectivesA Sponsor - Owner View
Insert SEMA video Nov. 2006
Up until MaxLife commercial;
Include: At Track Race shop
End with logos.
Valvoline Sponsorship
Goal is to extend the Valvoline BRAND to popular
sports by achieving disproportionate exposure
to dollars spent . . . and by attaching high-
performance imagery to our products.
• Use motorsports for BRANDING
• Use motorsports as ALTERNATIVE MEDIA
• Element of our ADVERTISING
• Element of our PROMOTIONS
• Element of our CUSTOMER RELATIONS
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
BRAND EXPOSURE
PRIMARY
TEAM CAR
SPONSORSHIP
DRIVER, TEAM
ENDORSEMENT
REGIONAL
RETAILER
LEVERAGE
PERFORMANCE
IMAGERY
Brand Fact-of-Life
Consumers in many cases are
becoming active supporters of
brands, not just buyers.
• 30 new commercials featuring 15 drivers
• Fox broadcast - 33.7 million viewers
U.S. viewership. Source: FORBES Magazine
1. Super Bowl
2. Summer Olympics
3. World Cup
4. DAYTONA 500
Sponsor as Owner• F1: Mercedes & McLaren.
• F1: Honda buys out BAR.
• F1: BMW takes over Sauber.
• NASCAR & F1: Red Bull!
• Valvoline was first consumer products company to own NASCAR team.
Integration• A car by itself is just a colorful advertisement.
• It is the FIRST dollar spent.
• It gives you a platform on which to spend more dollars.
• Field participation.
• TREND: Properties reducing or even waiving fees in exchange for more promotional commitment.
Current NASCAR Sweepstakes
Who is Doing it Right?
The Rights Fee Was
Just The Beginning!
The Rights Fee Was
Just The Beginning!
Crown Royal presents the Jim Stewart 400
• Team sponsor activates with:– Media Buy
– Sweepstakes
– Cause Marketing
– Publicity
• Entitlement recognized by broadcast, media partners
• Online Essay: “Most Memorable Crown Moment?”
• 15,000 entries, nine finalists
• $50,000 charity donation
• Jim Stewart
Retail Promotions
Noticing promotions while shopping NASCAR Fans Non-FansIndex NASCAR Fans vs.
Non-Fans
Store brochures / flyers 66% 54% 122 *
Signs on racks and shelves 62% 48% 129 *
Free standing display w/ product 60% 46% 130 *
Promo/displays at end of aisle 55% 43% 128 *
In-store demos 46% 35% 131 *
Video monitor displays 21% 15% 140 *
Source: Simmons National Consumer Survey (Spring 2006 – Fall 2006)
* indicates statistical significance at the 95% confidence level
NASCAR fans are more likely than non-fans to notice
and value a variety of promotions when shopping.
Retailer to effectively reach these consumers with
NASCAR-related themes.
NASCAR Developments
• New Markets Push (1999-present)– California, Indianapolis, Chicago, Kansas City, New Hampshire
– Hoping for New York, Pacific Northwest, Denver
• Lengthened Season
• Los Angeles Outreach
• Overseas Expansion: More Licensing than Event Strategy– Canada – CASCAR
– Mexico – Busch Series Event
– China?
– “Stars But Not the Cars”
– NBA Model
– Strong licensing, merchandising, TV packages
– In-country exhibitions
NASCAR International Expansion
• International development and growth is an important long-term strategic initiative for the industry.
• In a short period, NASCAR has expanded its reach and is now broadcast in over 150 countries and more than 30 languages.
• Expansion into Canada and Mexico represents the first stage of international development. New strategic partnerships in these markets are providing incremental growth opportunities for the industry.
Activation Learnings -- NASCAR
• The huge run-up in NASCAR sponsorship fees makes activation very expensive.
• Companies choosing to become sponsors are placing bigger bets on more selective group of targets.
• PR is cost-effective alternative to expensive sales promotion, events.
• “Shoulder” TV programming helps.
• Sponsorships increasingly multimedia.
• Racetrack littered with failed sponsorships, activation.
Challenges to NASCAR Activation
• Networks leverage advertising for coverage.
• Short-term sponsors.
• Multiple sponsors per car.
• International activity, but national budgets.
• More scrutiny of ROI.
• More non-traditional sponsors.
• More interactive broadcasts, digital TV.
• More “shoulder” programming.
• Teams, tracks becoming more adept at negotiating deals, making sponsorships pricier than ever before.
Activation: Partners Help
Leveraging Technology
• Not just marketing which is leveraged . . .
• For Valvoline, racing is laboratory for developing
new consumer products.
Insert EDITED CNBC segment on Steve Williams
Start: 00:50 End: 01:28
