Menu
People and Pop Culture

Plugged In: Warren Vigus, Joey Logano Racing

If it’s good to be NASCAR driver Joey Logano on the track in 2015, it’s not a bad alternative to be his business manager — and that’s where Warren Vigus comes in. Vigus, a former Octagon account executive who has managed Logano’s off-track endeavors since late 2013, has grown the driver’s endorsement portfolio fourfold in terms of revenue since Logano won this year’s Daytona 500. Among those new deals for Logano, 25, are agreements with Domino’s, Wheels Up and Planet Fitness. In a recent interview at Joey Logano Racing headquarters in Huntersville, N.C., Vigus talked about Brand Logano, the future of the NASCAR sponsorship market, and how doing business has changed over the years.

It’s more important to find the right brand than just getting the next deal. There’s been a lot of opportunities we left on the table because it didn’t fit, especially after Joey won the Daytona 500 and the spotlight that’s been on him and the momentum he’s had over the last
        2 1/2 years since he came to [Team] Penske.



Photo: JOEY LOGANO RACING
On the importance of B2B in NASCAR: That’s getting more and more important because you can track it a lot better. A lot of people want to see your ROI and say, “Let me see some metrics and evidence that the sponsorship is worth the spend.” A lot of time with exposure, it’s hard to really track that, and you can get a number and it’s something to gauge it by, but it’s less tangible. When you do couponing and go out there with social media and tracking, it’s something that’s straight black and white.

On increased work by teams and business managers: There’s a lot of stuff that we’re doing that agencies used to do. I have a lot of contact with our partners all around, and by supporting their social media platforms, providing ideas for the programs they have, it’s kind of like everybody’s working together and nobody is saying, “This is not my job.” It’s about going the extra leg to keep those partners and show them you’re the best. That’s being flexible and understanding the change [in the industry over the years]. It’s, “How you can differentiate yourself and set yourself apart?”

On building Logano’s brand: We’re looking for the long-term play like, “What makes sense for Joey now that will make sense for him 10 years from now?” How can we grow together by being like a family and learning about what they’re trying to do with their brand and business?

On trying to get younger sports fans into NASCAR: The opportunity there [is big] because I think our sport really needs millennials, and Joey’s winning races right now. There’s a lot of eyeballs on him, and it’s important to take advantage of that because he’s not always going to [be that young]. Knowing what millennials want: For me, I try to focus on what’s important to them and try to integrate that into what we’re doing with Joey because I think Joey can be that guy to bring the millennials into the sport more so than some drivers who are running where he is but they’re not millennials.

— Adam Stern

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Journal/Issues/2015/10/05/People-and-Pop-Culture/Plugged-In.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Journal/Issues/2015/10/05/People-and-Pop-Culture/Plugged-In.aspx

CLOSE