What marketers can learn from baseball Sutton Impact: On the elevator Cartoon: Tiger's impact From the Field of Fan Engagement From the Executive Editor: Braves development Case for college athletes as employees Cartoon: Exclusively Indiana Cartoon: Law and order league The life and times of Steve Greenberg Sponsorship and driving social change
Upcoming Conferences and Events
SBJ/November 28-December 4, 2011/Opinion
NASCAR’s positive turn
Published November 28, 2011, Page 48
On the track, 18 different drivers celebrated in victory lane, an unprecedented number that bodes well for the future of the sport. All this came with a more aggressive digital strategy, using Facebook during the final race, for example, and increasing social media engagement, displayed in a refreshingly candid way by Steve O’Donnell, senior vice president of racing operations, who has done a nice job serving as a sounding board and resource for the sport’s fans on Twitter.
One year does not make a trend, and most executives I’ve talked to point to 2012 as the key indicator of any rebound. NASCAR is in a very tough position where so much of its success is based on the advertising market — in series, team and track sponsorship and advertising support. The global economic stress is going to prevent any aggressive growth. But positive news should be recognized, and NASCAR deserves credit this year for sound strategic planning and focusing on the product.
Abraham D. Madkour can be reached at firstname.lastname@example.org.