With fewer than 80 days left before the start of the inaugural Xfinity Series season, Comcast Senior Dir of Sports Brand Marketing Matt Lederer said his team is already baselining its goals for the sponsorship, and that Year 1 will be focused on building the brand. Lederer, speaking at the Aria Resort in Las Vegas during a '14 NASCAR Motorsports Marketing Forum panel on the topic of series entitlements, said, "We were very methodical about our strategy. For Year 1, it's all about brand metrics: Are (NASCAR fans) increasing their consideration of us? What is their impression of us? Has it improved through sponsorships?"
Morning sessions on the second and final day include presentations from MGM Resorts Int'l Senior VP/Sponsorship & Event Marketing Scott Voeller and NASCAR Chief Racing Development Officer Steve O’Donnell. Toyota Motor Sales USA Corporate Manager of Motorsports & Engagement Marketing Keith Dahl will discuss Toyota's 10 years in NASCAR, while NBC Sports Group Chair Mark Lazarus and Fox Sports President & COO Eric Shanks will give a presentation titled, "New Broadcast Partners Offer New Enhancements and New Fan Experiences."
See THE DAILY for more updates from the conference.
