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SBD/14/Sponsorships Advertising Marketing
CNN'S "IMPACT" CHARTS SPONSORS TARGETING NASCAR'S WOMAN BASE
Published October 14, 1997
Sponsorship of NASCAR by companies targeting female demos was examined by CNN's Stephen Frazier on "Impact." Frazier: "What would the makers of Tide detergent or Kraft cheese or Aquafresh toothpaste like about stock car racing? Turns out they like a lot. ... Sponsors really like the drivers. More than most athletes, they appeal to women as well as men." Frazier examined Dale Jarrett, who wears the colors of White Rain shampoo on his driving suit and his Thunderbird. Frazier: "In Jarrett, sponsors get a winner but they don't get an attitude. No making kids pay for an autograph. No spitting into an umpire's face. No kicking a cameraman in the groin." Eric Kraus, Dir of Communications for Gillette, which makes White Rain: "Jarrett is one of the premier drivers on the NASCAR circuit. He's good looking, he's articulate, he has attributes that people like. ... More women go to NASCAR events than to any other sporting event in the country. And then when you look at the number of women who are watching this at home you start thinking, 'My God, this could be something that we could get White Rain involved with.'" Frazier reported that 72% of NASCAR fans buy products of league sponsors, and concluded, "It is this connection that is driving NASCAR's astounding growth, this link to a national audience -- a young, college educated and affluent crowd" ("Impact," CNN, 10/12).