To "broaden" its appeal and "increase its popularity,
NASCAR is targeting young customers with everything from
amusement parks to NASCAR Barbie, grooming its next
generation of fans even as TV ratings and race-day
attendance soar," according to Liz Clarke in a front-page
feature in the WASHINGTON POST. NASCAR's Dir of
Communications Worldwide John Griffin: "We're going after
youth as a whole. We want to continue in our direction of
becoming more of a white-collar sport, where it's mom, dad
and the kids sitting around the TV and rooting for their
favorite driver on Sunday. We're going after urban youth as
much as any other youth" (WASHINGTON POST, 5/22).
YOUTH MARKET: Clarke reports that as part of the
"campaign," tracks are "turning into family-friendly
venues," drivers are "taking care to connect with young
fans," NASCAR-themed parks, cafes and retail stores are
increasing, as are NASCAR toys and games, and plans for a
Saturday morning NASCAR cartoon are "in the works." But as
NASCAR "shifts its marketing focus toward kids, steering
around" series sponsor R.J. Reynolds and its Winston brand
"calls for deft maneuvers." Clarke writes that despite
RJR's $30M annual support and $5M in prize money, "when it
comes to NASCAR-licensed ventures aimed at kids, Winston's
logo is conspicuously absent." The NASCAR Barbie Doll is
"authentic down to the associate sponsors' patches" on her
suit, minus any reference to Winston. The Cartoon Network
is an associate sponsor of a NASCAR team, and Cartoon
Network VP Bob Bryant said the net steps "lightly when it
comes to the Winston Cup. We obviously do everything we can
not to directly associate the (cartoon) characters and the
(cigarette) brand." But Cliff Pennell, RJR's Sports
Marketing Enterprises President, said that the company has
no interest in NASCAR's youth initiatives: "This isn't about
getting anyone -- regardless of their age -- to smoke. It's
about trying to convert and switch adult smokers to our
product." Clarke: "Yet, as NASCAR seeks a younger, more
affluent and urban audience, its tobacco backing doesn't
strengthen its hand as effectively as a sneaker company or a
soft drink bottler might" (WASHINGTON POST, 5/22).
