Expanding Horizons: NASCAR Looking At China, Western Europe

France Says NASCAR Sizing Up Expansion Into China, Western Europe

NASCAR is “seeking to expand in China and western Europe by marrying its licensing, sponsorship and media expertise with local partners,” according to Bernard Simon of the FINANCIAL TIMES. NASCAR Chair & CEO Brian France said, “We’re sizing it up. We have a couple of people who are looking at that carefully.” France added the main issue is “how do we bring the current participants –- the track operators, the sponsors –- along?” (FINANCIAL TIMES, 11/27).

WINNING RESPECT WORLDWIDE: In a separate piece, Simon writes NASCAR is “winning respect as one of the world’s most innovative and successful sports businesses.” Sponsorship revenue was $5.1B last year, and sales of NASCAR merchandise have reached $2.1B, though they have “flattened out in the past few years.” The league will soon build a new HQ in Daytona Beach to replace its current offices. In an effort to “deepen sponsors’ loyalty” to the NASCAR brand, France has created the Business to Business Council, which presently includes 25 members (FINANCIAL TIMES, 11/27).