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Possibly in no other sport
is there such a common bond among spectators and the athlete in competition. Almost everyone drives-usually
everyday accelerating, braking and steering.
While other professional sports have grudgingly accepted sponsorship involvement, auto racing has nurtured, developed and incorporated sports marketing into the standard operating procedure. The climate of fans acceptance, coupled with the wide latitude of opportunities for participation, enable sponsors to tailor involvement to their individual needs.
There are literally millions of consumers attending, watching, listening to or reading about racing who are intensely loyal to the sport and the sponsor.
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Race fans are brand loyal. 72% of race fans support advertiser's products.
Compare this with other sports: Tennis has a 52% loyalty rating, the PGA 47%, Basketball and Baseball 38% and 36% for NFL fans.
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17 of the top 20 attended sports events in the US in 1998 were Winston Cup Races.
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Last year, 6.3 million fans attended Nextel Cup races, a 91 % growth since 1990.
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Nextel Cup attendance has increased every season for 18 years outpacing every other sport in the US.
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NASCAR is the only sport with television ratings that have increased every year since 1990.
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Racing sponsorship influences 75% of race fans purchasing decisions!
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