Kauffman Confirms MWR Will Cease Operations A-B Taps Busch As Lead NASCAR Brand MWR Possesses Hot Free Agent Sponsors Darlington Bullish On Labor Day Return Nature's Bakery Deal Example Of Danica's Pull MWR Won't Field Full-Time NASCAR Entry In '16 Nature's Bakery To Sponsor Danica's Car Michigan Int'l Speedway Extends Pit Road Wall Microsoft Adds Race As Dale Jr.'s Primary Sponsor Yuengling Evaluating NASCAR Team Deal Extension
SBD/24/Sponsorships Advertising Marketing
NASCAR LOOKS TO TAP NEW MARKET WITH SUPERTRUCK SERIES
Published October 24, 1994
NASCAR President Bill France has announced plans to allow corporate America to "break through a new legion of consumers" through NASCAR's SuperTruck Series. According to Simmons Market Research Bureau, one third of all vehicles purchased are trucks. Owners of domestic trucks are 54% male and 46% female, and nine out of 10 people who drive a truck enjoy at least one type of motorsports. In addition, 33% who drive trucks live in the top 20 ADI markets, and a third of the truck owners have an average household income of more than $50,000. France said that a SuperTruck Series will offer marketers with "incredible benefits" and take NASCAR marketing to a "new level": "Our direct connection with a new, enthusiastic audience of this nature is a dream of marketing opportunities for sponsors, team owners and drivers" (Paul Schaefer, NASCAR NEWS, 10/12-26 issue).