sports & entertainment marketing
DESCRIPTION
Sponsorship. Sports & Entertainment Marketing. Sponsorship. Form of Sales Promotion Most often used in the sports and entertainment industries. is built on sponsorship. The History of. Founded in 1948 Annual attendance exceeds 9 million fans visiting 37 races N - National - PowerPoint PPT PresentationTRANSCRIPT
SPORTS & ENTERTAINMENT MARKETING
SPONSORSHIP
Sponsorship Form of Sales
Promotion
Most often used in the sports and entertainment industries
is built on sponsorship
The History of Founded in 1948 Annual attendance
exceeds 9 million fans visiting 37 races
N - NationalA - AssociationS - StockC - CarA - AutoR - Racing
as a BRAND NASCAR is a “brand” The second highest
rated live sport on TVBehind the NFL
71% of NASCAR fans are loyal to brands that sponsor the sportMore than any other sport
71%
29%
Loyal Fans
Banking on NASCAR
sales NASCAR licensed
products1990 – $80 Million
2004 – $2.1 Billion
Sales have increased 3000% since 1990
sales Last year NASCAR
made 3 billion in licensed product sales
More Fortune 500 companies sponsor NASCAR more than any other sport
fansThe majority of NASCAR fans do not
fit into the general stereotype associated with the sport
78% of NASCAR fans are high school graduates
40% of NASCAR fans attended college
36% are in professional or managerial occupations
70% have full-time employment
fans 33% have incomes
between $30,000 and $50,000
30% have household incomes over $50,000
53% are over 35 64% are married
fans Women make up almost 40%
of the NASCAR fan base More than any other sports
Sport Women MenNASCAR 38% 62%
NFL 35% 65%
MLB 31% 69%
NBA 28% 72%
NHL 12% 88%
Brand Future NASCAR Café:
Themed restaurant
NASCAR SpeedPark: Go kart tracks
○ Vaughan, ONT○ Myrtle Beach, SC○ Concord, NC○ Smokey Mountain, NC○ St. Louis, MO
Brand Future NASCAR ride at
Carowinds Park
NASCAR driving experience
So What’s The Big Deal?1/3 of the Fortune100 firms
sponsor a NASCAR racecar
The BIGGEST Sponsor of All
NASCAR Sponsorship
Who’s missing? Hard liquor has not traditionally been a
part of NASCAR Introduced into the sport in 2004 to bring
an influx of cash to the sport
Liquor Brands and NASCAR
Main Sponsor$5-9 million
Includes hood, driver’s chest and TV panel (back of trunk)
HoodDriver’s chest
TV Panel
B-Post$75,000 - $150,000
Other Sponsorship Options
Trunk$500,000 - $1 million
C - Post$250,000 - $750,000
Front Fender$30,000 - $100,000
Other Sponsorship Options
Rear Quarter Panel$750,000
Front Quarter Panel$750,000 - $150,000
Lower Quarter Panel$25,000 - $75,000
Behind Rear Wheel$200,000 - $600,000
Other Sponsorship Options
Roof and Door panelsCar Number locations
No Ads are permitted here