Start Your Engines - The New NASCAR Season is Here; Why Your Brand Shouldn’t Miss Out on 2019
We’re now just weeks away from the Daytona 500 - also known as “The Great American Race” - and everyone is gearing up. Rookie drivers are waiting in the wings for their moment in the sun. Old faves are fine-tuning their strategies. NASCAR fans can’t stop talking about what the rule changes and team shakeups have in store for 2019. But is your brand still sitting out on an amazing opportunity to connect with the most loyal audience in the world?
Call it a halo effect.
They rock jackets emblazoned with logos, they only shop at the home improvement store that sponsors their guy, they only drive the car brand that their team drives...NASCAR fans take brand loyalty to a whole new level.
81% of NASCAR fans agree with the statement “I appreciate what a sponsor provides to the NASCAR experience.”
The brands aligned with one of the country’s favorite sports gain instant access to a passionate, receptive audience. In fact, 73% of NASCAR fans talk positively about sponsors. They get that those sponsors are what make NASCAR’s world go-round.
Think the NASCAR audience isn’t your audience though? Not so fast.
It’s not just a man’s world.
Today’s NASCAR fan base is more diverse than ever and mirrors the U.S. population in many ways. They’re young, they live all around the country, and while still a reliable platform for reaching men, NASCAR’s female following is strong and growing.
Just behind the NFL, NASCAR comes second for being balanced among male and female fans. To keep growing its female contingent, racing is committed to getting more women in roles dominated by men. Breanna O’Leary and Brehanna Daniels made history in 2018 as the first female pit crew members while 17-year-old Hailie Deegan is competing in NASCAR’s K&N Series full time in the hopes to become the next Danica. In the broadcast booth, female announcers Kim Koon (MRN) and Wendy Venturini (PRN) have become indispensable for their knowledge and perspective on the sport.
It’s not the same old story.
58% of new race fans (fans for 3 years or less) are ages 18-34. Their parents may have worshipped Richard Petty, Dale Earnhardt, and Darrell Waltrip, but there’s a new wave of superstar drivers to cheer for. Chase Elliot, William Byron, and Darrell "Bubba" Wallace Jr. have ushered in a new era for NASCAR as young fans find new ways to connect via social.
The Monster Energy Cup Series has 3x the millennial audience of other action sports like the X Games.
Go West Young Man. Go North, South, and East too.
Fans new and old can be found all across the country, not just the south. Top 10 fan base markets include LA, NY, Atlanta, Philadelphia, Dallas, Chicago, Orlando, Tampa, DC, San Francisco. The map below outlines where NASCAR fans are listening to the MRN broadcasts.
What are you waiting for?
From CPG to DTC, NASCAR can connect all kinds of brands with consumers authentically. But you don’t need to sponsor a car to reach these fans. There are opportunities at almost any budget with the radio broadcasts on the Motor Racing Network and Performance Racing Network. Combined, MRN and PRN have decades of award-winning experience in live event coverage and motor racing reporting.
What’s in store for your brand in 2019? Go beyond spots and get additional layers of engagement, in the race, at the race, and beyond.
Endorsements from top talent including Hall-of-Famer Rusty Wallace and Kim Koon
Customizable packages surrounding target holiday weekends and key races
Turnkey entitlements, billboards, and mentions - all in-race
Social media outreach to hundreds of thousands of followers (MRN gets over 20M in Twitter exposure on the average race weekend)
Looking to make a splash? We can help with that too, with on-site activations via the ISM Vision screens at each track
Only MRN and PRN have your access to every NASCAR race across the Monster Energy Cup, Xfinity, and Truck series this season. #AskAdLarge for more ways to take advantage of this very special and highly engaging ad environment.
Sources: NASCAR Fan Engagement Tracker; Nielsen (Live + Same Day data stream); comScore Media; Ipsos and Maru omnibus studies; Nielsen Scarborough (USA+ Release 1 2016)