NASCAR officials today announced a series of initiatives designed to increase the size of its fanbase, including developing a youth-targeted website, generating Spanish-language promotions and improving wireless connectivity during races. The efforts come in response to five strategic studies the sanctioning body recently completed. It conducted studies of its communications practices, outreach to next-generation fans, digital and social media initiatives, fans' race experience and drivers' star power. The sanctioning body is developing a five-year marketing plan in response to the research.
NASCAR officials spoke generally about actions they planned to take in response to the study and only offered a few specifics. Among their immediate plans for action, they said they would develop a youth-specific website and continue to integrate action sports athletes who appeal to 18- to 34-year-olds. NASCAR also will design the sport's first Spanish-language promotions for upcoming races in Chicago, Phoenix and Miami; hire a director of digital and social media; work with tracks to improve Internet connectivity at races; and add staff to the Industry Services team to help drivers develop a brand strategy.
NASCAR CCO Brett Jewkes: “This is going to take time. … Directionally, this is where we need to go as a business for our media partners, our sponsors – and when I say, ‘ours,’ I mean the entire industry – teams, tracks and the sanctioning body.”
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NASCAR officials shared findings from the study with owners on Tuesday and the action plan with them on Wednesday. They shared it with drivers and media today. The studies were managed by Taylor. The research included 48 focus groups in 14 markets; 110 hours of interviews with spectators and 1,340 fan-generated videos from people who attended live races and other live sporting events; 223 interviews with teams, tracks, sponsors and industry stakeholders; and evaluation of census data and other research.
Through the process, NASCAR identified a series of strengths and weaknesses. For example, 18- to 34-year-olds liked the sport's fast cars and side-by-side competition, but suffered from a loss of car culture and the disintegration of the nuclear family.
