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).
