SBD/Closing Bell

NASCAR Research Leads To Sweeping Efforts To Grow Fanbase

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.”
Read the full story.
Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug