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  • Race Team Executives: Building for the Future

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    Three top motorsports team executives all stressed the importance of winning and top performance in managing a successful operation in today’s challenging marketplace. During a 45-minute discussion at the Motorsports Marketing Forum, leaders from Joe Gibbs Racing, Richard Childress Racing and Hendrick Motorsports talked about the day-to-day challenges of operating and managing a successful team.

    When an audience survey suggested that obtaining sponsorship support would be the biggest challenge facing teams in the next year, Joe Gibbs Racing President J.D. Gibbs pointed instead to performance. “Week in and week out, if you’re not performing well the sponsors become a moot point,” he said. “So if you have that good performance, then you can go out to your partners and tell a better story. You have to perform. If you don’t perform, you won’t get the right sponsors.” Hendrick Motorsports President & COO Marshall Carlson added, “The partners who are involved in this sport want to perform and want to run strong. When you run strong, that trickles down to attracting drivers and crew members.” But the focus on obtaining sponsorships is still a large part of Gibbs’ job, and he said it all comes back to showing value. “You have to show sponsors why this is a good investment,” he said. “One of the things my dad, [Joe Gibbs], still talks about is that in the NFL, you can’t get near the coaches or the players. Here, people get autographs before the Daytona 500. That’s really valuable.”

    Team Execs: Building for the Future


    Marshall Carlson, Hendrick Motorsports
    Mike Dillon, Richard Childress Racing
    J.D. Gibbs, Joe Gibbs Racing

    Carlson stressed that despite perceptions otherwise, there are still sponsors aligning their brands with motorsports. “We have signed up Farmers Insurance, Time Warner Cable and Great Clips,” he said. “We’ve got big companies investing in this sport, in a big way, now. We have all had to become more advanced marketers than just race team operators. We’ve had to learn the language of the sponsors and we’ve had to service them better. Now we have to support these very segmented targets that these sponsors are looking to reach. We are having to get better at that, just like improving at the race track.”

    Carlson gave examples of how teams have to be more sophisticated marketers.
    “We are doing a whole lot more tailored and customized programs than ever before,” he said. “So if a brand doesn’t find TV advertising is important to them, then they don’t need the production days. Maybe they want more on-site visits. So we’re doing much more customized programs and that’s increased the value and it’s driving a lot of innovation in the sport.” But Richard Childress Racing VP/Competition Mike Dillon acknowledged that sponsors still hold the leverage. “Sponsors control the show today,” he said. “They can wait on any deal.”

    NO FANS OF COST CONTAINMENT: While many have called on NASCAR to take a more active role in reducing costs for teams, the three executives didn’t see that as practical. Carlson said, “You can’t legislate cost containment very well.”

    Dillon pointed to the fact that teams will spend whatever they are allowed to in order to win. “We’re always going to spend everything they allow us to spend toward racing,” he said. Gibbs added, “You’re going to spend whatever you can to go fast.” But there was praise for NASCAR for taking a more active approach in sharing research and best practices with teams. “NASCAR is really leading from the front now,” Carlson said. “We are having more collaborative meetings with other teams and NASCAR today – and in the last two years – than in all the other years before that. I have been very impressed with that. That’s a real seminal change that Brian France envisioned.”

    THE CHALLENGE OF MOTIVATION: All three executives pointed to people management and retention as being among the biggest day-to-day challenges they face. Dillon said that “keeping good people,” is the hardest part of his job. “That’s what it takes to win,” he said, “and you really want to keep them happy. They want to win, and that’s a hard battle to keep those attitudes up.” Carlson also pointed to the human element as being the most difficult area of management, saying, “Letting folks go. That’s the toughest thing I have had to do in my role. Also keeping people engaged and motivated is a challenge.” Gibbs pointed to the challenge of diversity in NASCAR and said that while the sport has made great efforts, it’s still a big challenge. “One thing NASCAR has really done a good job of is increasing the diversity in the sport,” he said. “It’s expensive in car racing, and part of the process is how do you groom young drivers and how do you give them the opportunities in the sport. That’s easy in other sports, but that’s tough because of the cost in NASCAR.”

    QUICK HITS:

    Gibbs, on working with his father, the legendary coach: “When I get in an argument with my dad, he’ll pull me aside and say, ‘Whose name is on the building?’ And I’m like, ‘I get it, Dad. I get it.’ We don’t always agree, but we always come to a consensus.”

    Carlson, on NASCAR’s TV ratings: “I think some of the flux in our numbers gets over-analyzed. Live sporting events carry a lot of weight today.”

    Dillon, on whether he would support a salary cap on drivers: “There is a cap at RCR! They told me not to answer some of these and I don’t want to answer that!” Gibbs: “Who’s going to do it and how would you do it? That’s going to be too hard.”


    Tags: Motorsports, Audi, NFL, Target
  • Sneak Preview: NASCAR's New Digital Platform

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    The 2012 Motorsports Marketing Forum closed out with a sneak preview of NASCAR's new digital platform presented by Marc Jenkins, vice president of digital media. Jenkins stopped by after his presentation to talk about some of the new features and how they will help fans enjoy the sport more.

    Tags: NASCAR, Motorsports, Media
  • Case Study: 5-Hour Energy Using Motorsports to Drive Sales

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    Becoming a sponsor of Michael Waltrip Racing’s Sprint Cup Series team in 2012 helped 5-Hour Energy generate close to $30 million in retail sales.
     
    The deal allowed the company to get major displays in Walmart, and create a program in which retailers were able to place their logo on the 5-Hour Energy car’s deck lid in exchange for prominent displays of 5-Hour Energy in their retail outlets. That allowed the company to justify its more than $10 million sponsorship of the car and team.
     
    “This is probably the second biggest spend outside of our general TV advertising,” said Scott Henderson, president and COO. “It’s a big deal to us.”
     
    According to research firm Joyce Julius, 5-Hour Energy got more than $200 million of media exposure, and that was about double their entire media budget for the year.
     
    “Even if you put a fudge factor on there and cut it by 10 percent or something, it’s definitely worth it,” Henderson said.

    5-Hour Energy got its start in NASCAR in 2008 after getting a call from Rusty Wallace Racing. The company started with four races in the Nationwide Series and added four more races later in the season. It expanded to a full season in 2009, added hospitality events in 2010 and 2011 and then signed a Sprint Cup sponsorship with Michael Waltrip Racing before the 2012 season.
     
    The company took a different approach to sponsorship than most brands. Rather than choosing a team, it chose a driver in Clint Bowyer and followed him from Richard Childress Racing to Michael Waltrip Racing.
     
    “We didn’t want a logo just to be slapped on a car,” said Risé Meguiar, vice president of sales. “The driver selection was very important. The main thing was they had to believe in the product, be an advocate for the product and use the product.”
     
    5-Hour Energy did a single ad for the year that showed Bowyer doing a range of activities, from bow hunting to riding a motorcycle to riding a jet ski.
     
    “One of the things we learned for next year is we need to shoot a couple of extra,” Henderson said. “You get limited days with your talent so we have to work that out.”
     
    The company did four special paint schemes in October to raise breast cancer awareness and promote a special product that raised more than $350,000 for the Avon Foundation for Women’s Breast Cancer.
     
    “All of those things were really good and they helped us sell more product,” Henderson said. “NASCAR was really helpful to us moving more product in that way.”

    Tags: Motorsports, Sprint, SPL, Media
  • Brand Perspective: Where Motorsports Fit in the Marketing Mix

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    Brad Keselowski’s spontaneous celebration drinking Miller Lite after winning the Sprint Cup series was one of the most talked about “moments” in motorsports during a sponsorship panel at the Motorsports Marketing Forum. Adam Dettman, MillerCoors director of sports and entertainment marketing, was asked if Miller Lite had any concerns about the driver drinking after driving the Homestead track. “He’s celebrating a championship,” Dettman said. “It’s a natural ‘Miller Time’ moment. We want him to be genuine.”

    He added this was one of the elements that made Keselowski a perfect driver for the brand. “First and foremost is brand fit for Miller Lite,” Dettman said. “Authenticitiy is key to that brand fit. And Brad had that. We spotted that early. On-track performance is also going to be critical for us. And trying to identify with the millennial generation is also key to our brand, and we have that with Brad.”

    Most of the panel felt Keselowski’s moment was a genuine brand fit, but that it might not work for all brands. Paul Bamundo, Subway director of sports marketing, PR and partnerships, said, “It’s brand dependent. We’re a family brand, so it may not be a fit for us. But it’s going to depend on what you brand it.”

    Brand Perspective


    Paul Bamundo, Subway
    William Clements, Mars Chocolate
    Adam Dettman, MillerCoors
    Jim McCoy, Nationwide Insurance

    FOCUSING ON THE DATA: When asked how closely they are looking at the ratings and attendance numbers from the motorsports they sponsor, the answers varied. Mars’ VP/Sponsorship and Sports Marketing William Clements said, ”For a consumer products company, we want to engage them at home when watching TV, so I look very closely at viewership rather than the at-track attendance.” Subway’s Bamundo noted that his boss, Chief Marketer Tony Pace, is very focused on TV ratings.
    “He will email me immediately asking what the overnights are,” Bamundo said. “He won’t do that just for motorsports, but for all the sports we’re engaged in. The performance of the ratings does result in us making choices. That was one of the decisions when we decided to title sponsor the Phoenix NASCAR race, because it’s close on the schedule to the Daytona 500 and we think that helps viewership.”

    Nationwide Insurance Director of Strategic Sponsorship Jim McCoy said, “TV ratings are important for the Nationwide Series. Our brand getting out there to as many folks as possible is important, so television viewership is a key indicator.” Nationwide is reviewing a renewal of its title sponsorship of the Nationwide Series and McCoy said no one data point will drive that decision. “We will look at a lot of different factors,” he said, “but the sport is a great fit for our brand and our customer.”

    QUICK HITS:

    Subway’s Bamundo, on targeting the right driver for the brand: “It starts, with us, to the driver being a true fan of the brand. But it also has to do with on-track performance, and then the ability to carry across the messaging. The ability to carry our messaging across all platforms is very important to us.”

    Clements, asked if he would be insulted if a driver didn’t mention the M&M brand after getting out of the car: “Yes. It’s a personal thing. The great thing about NASCAR is the sport truly builds on relationships. So the acknowledgement is a thank you to the folks back home, if you will, the people who are putting the logos on the car and doing all the little work. Kyle Busch really does get this and truly understands that it’s a true thank you to the brand and his fans.”


    Tags: Motorsports, Sprint, Champion, Champions, Subway, Nationwide Insurance
  • Track Presidents Weigh in on the Revenue Equation

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    Track operators know they need to provide fans with better mobile connectivity at their facilities, but they are wrestling with the costs and the complexity of making the facility upgrades to deliver it.
     
    “Ultimately, we’re going to pay for it, and our company is working towards that now,” said Chris Powell, president of Speedway Motorsports Inc.‘s Las Vegas Motor Speedway, who acknowledged during the panel “Track Presidents Weigh In on the Revenue Equation” that connectivity was becoming a necessity for fans.

    Jerry Caldwell, president of Bristol Motor Speedway, added, “The biggest challenge is finding what the real answer is before you spend money on something that’s not the real solution and waste millions and millions of dollars.”
     

    Track Presidents Weigh In


    Jerry Caldwell, Bristol Motor Speedway
    Brandon Igdalsky, Pocono Raceway
    Mike Redlick, Indianapolis Motor Speedway Chris Powell, Las Vegas Motor Speedway

    Brandon Igdalsky, president and CEO of Pocono Raceway, agreed that paying for it isn’t simple. He said that tracks not only have to find someone to provide the service, but they have to work with telecommunications companies to deliver the wiring to the track. The plan at Pocono, a 2.5-mile track, is to improve connectivity in sections.
    “Every little piece is going to help,” Igdalsky said. “You can’t get to the end goal if you don’t do all the little things that add up.”
     
    Mike Redlick, senior vice president, CSO and CMO for Indianapolis Motor Speedway, said the track is finalizing a partnership with a distributed antenna system that will boost cell service during races.
     
    “It’s not going to be any expense to us,” Redlick said. “It’s going to be a carrier neutral solution.”
     
    But that’s not the only issue tracks are facing today. They still hear complaints from fans about the traffic leaving races, and they’re also trying to upgrade certain areas of their facilities and improve hospitality.
     
    Jerry Caldwell said that they have plans to convert some existing seats in their lower bowl into corporate hospitality areas where companies can host smaller groups of clients than they would in a suite.
     
    “We’ve had success with a lot of the individual premium options,” Caldwell said. “The haves … are willing to spend the money, but they want to change it up and not do the same thing year after year.”


    Tags: Facilities, Motorsports, Speedway Motorsports Inc.
  • Maneuvering Your Brand in an Ever-Changing Marketplace

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    Ogilvy & Mather CEO John Seifert
    Photo by Kristina Paumen

    The key to brand success in today’s world of social media is authenticity, not smart marketing or clever creative, said John Seifert, chairman and CEO for Ogilvy & Mather North America.
     
    “Tricks are over,” Seifert said during a presentation that opened the second day of the 2012 Motorsports Marketing Forum. “It’s going to be about what you do, who you are, what you believe and how you operate. That is going to be the way you build your brands going forward.”
     
    He pointed to Apple’s success and the work of the late Steve Jobs as an example. Jobs, he said, built a culture, and it was a culture where “everyone understood what their purpose was, what they believed, what they thought was good.” That allowed all of Apple’s employees to design and market products that fulfilled the company’s mission and drove them to the success that Apple continues to enjoy today.
     
    Seifert recommended that everyone read two memos written by communications and branding experts.

    The first, “Authentic Enterprise,” was published in 2007, and “the central truth of it is that if you’re in the communications biz, forget about changing perceptions. Change reality.” The second, “Building Belief: A New Model for Activating Corporate Character and Authentic Advocacy,” was published this year and provides a playbook for how a company can achieve authenticity.
     
    “The best companies ... create value for society, solve the world’s problems, and they make money, too,” Seifert said.
     
    Seifert highlighted P&G’s work on the Olympics and its “Thank you mom” campaign as an example of a company that developed an authentic mission – making products that improve people’s lives – and incorporated that into a brand message that it conveyed through a sports platform. He also pointed to IBM’s “Smarter Planet” campaign. He closed by offering recommendations for brands that want to achieve success and be authentic:
     
    1. Have a point of view. The most powerful thing you can do now in brand building is know what you believe in and have a point of view that’s bigger than yourself.

    2. It’s about showing and telling. Don’t call up Ogilvy & Mather or any other advertising agency and say, ‘Let’s just go do print ads and TV commercials.’ This is about what experience are you creating, what engagement are you building and what makes people believe you based on how you operate and perform.

    3. That leads to engagement. No one is out of your target audience now. And your target audience is everyone. It starts with your employees and goes to everyone else you can do business with.

    4. It’s an ecosystem. One of the reasons I was so excited to be part of the NASCAR process was you are thinking in the largest context of what makes your brand. You’re not saying, ‘Oh we’re just an organizing body that makes rules for a sport.’ You’re thinking about everyone in it and everyone’s role in it. That is an incredibly progressive way of thinking of how you’re going to build this brand in the future.

    5. Finally, it’s about content and how you manage that content and distribute in this new age when your audience has all the choices.

    6. It’s about not just building value for yourself. This is also about the value you can build for others.

    Tags: Media, North America, Motorsports
  • How Sports Organizations Are Using Twitter To Expand Their Presence

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    Omid Ashtari, head of sports and entertainment for Twitter
    Photo by Kristina Paumen

    Twitter’s head of sports and entertainment, Omid Ashtari, closed the opening day of the 2012 Motorsports Marketing Forum by talking about the company’s unique partnership with NASCAR that compiles and delivers tweets related to the sanctioning body. He also talked about what Twitter is working on with other sports and what makes an effective Twitter feed.

    Quick Hits:

    Room for growth: “People are still learning how to use Twitter. …What’s great is the conversation has picked up. There are more high profile people on Twitter and more fans on Twitter, but there’s still a lot of room for growth.”
     
    The NASCAR partnership: “We started talking to them a couple of years ago. We wanted to reach out to a very unique fanbase where the fans are all watching the sport at the same time. You don’t have that with the NFL. I may be watching the 49ers game. Someone else is watching the Eagles game.”

    Growing and growing: “NASCAR since the beginning of the season has more than doubled their fanbase … and engagement has gone up. We saw a huge lift after the start of the partnership, and that lift has not gone away.”

    The user experience: “All of our users use Twitter in a different way. Many people use it to get their news in the morning. Many people use it around sports events to get a sense for things. What is the roar in the crowd?”

    Drivers who tweet well: “Tony Kanaan is awesome. He’s constantly communicating with fans and he’s doing it internationally. He’s doing it in Portuguese and he’s doing it in English. … Brad (Keselowski) and Tony are two that stand out to me because they communicate with their fans. Jimmie (Johnson) does a great job of rewarding his fans. He does a retweet thing where he awards (swag for the) 48th retweet.”
     
    On highlighting tweets at #NASCAR: “We were very cautious around this. What we don’t want to do is change the consumer experience they’re used to. What we were doing was highlighting tweets in that search algorithm, anyway. We were putting them at the top.”
     
    What makes a Twitter feed work: “The Stewart-Haas account was one of my favorite accounts of the year because it had an edgy point of view.”
     
    What’s next in sports: “We want to help our partners grow the way they communicate. Some people may have seen this last weekend, but NASCAR and Turner streamed what was going on inside Brad’s car through Twitter. In terms of what’s next, it’s figuring out what’s next in a tweet. A tweet is so much more than 140 characters. We want to figure out how we get the fans closer to being in the car.”

    Brands that use Twitter well: “The LA Kings account is one of my favorite accounts. They won the Stanley Cup last year, but even before that they had a lot of followers because their account has a personality and point of view. I tell people: Let your organization and what it stands for shine through on your account. Twitter humanizes your logo and brings a little more life to it.”

    Tags: Twitter, Motorsports, NASCAR, NBA, NFL
  • The Real Deal with Media Rights

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    Bill Wanger talks about Fox Sports' early renewal with NASCAR and whether Fox would bid on the second half of the season.

    Forecasting where the second half of NASCAR’s TV package will end up dominated conversation during a media panel at the Motorsports Marketing Forum. During an audience survey, nearly 70% of the voters felt that ESPN will obtain the rights to the second half of NASCAR’s season. NBC Sports President of Programming Jon Miller stressed the advantages of being an incumbent: “It’s very hard to take a property away from someone who wants to keep it.” Media consultant Ed Desser said the size and influence of ESPN can’t be ignored. Desser: “Anything that they decide that they have to have, they are going to have.”

    Miller said that you can’t overlook the attitude of current rights holders: “A lot has to do with the rights holder. If you’re a rights holder, you look at it and ask, ‘What’s the best place to grow my sport.’” Desser agreed: “The days of looking at it as it’s only about the money is really wrong headed. It’s really about the relationship. The way the parties get along is really, really important.” Miller acknowledged that NBC would have interest in the second NASCAR package: “I will say, the best ratings that NASCAR ever enjoyed is when NBC and Fox shared the package. We would be eager to listen and have a conversation. It’s a great property.” 

    QUICK HITS:

    Fox Sports Exec VP/Programming and Research Bill Wanger, asked about the much reported launch of Fox Sports 1: “As soon as we have something to say, we will say it and call you and give John [Ourand] a tape.”
    Asked why Fox paid a rights increase when ratings have trended down, Wanger said: “You have to look at the environment when you’re negotiating the rights. You can’t just look at it from a ratings perspective.” Desser agreed: “You have to look at what’s going on in the sports environment. Live is what’s going on.”

    The Real Deal with Media Rights


    Ed Desser, Desser Sports Media
    Jon Miller, NBC Sports
    Bill Wanger, Fox Sports Media Group

    Jon Miller on Brad Keselowski’s interview at the conference in the morning: “I was so astounded by how adroit he was, and how he knows his audience. Those kinds of personalities and that kind of talent will serve NASCAR very well going forward.”

    Desser said that ratings ebb and flow, and that being up or down 10% in viewership over a five-year period is no cause for concern: “There is nothing endemic from NASCAR or motorsports that people should be running for the exits.”
    Jon Miller, on the network’s relationship with IndyCar: “I think IndyCar will make a nice rebound this year. We think it will benefit from our F1 relationship.”

    Miller, on the network’s new deal with F1: “An interesting angle is the amount of Latino and Hispanic viewership.”

    Miller, on viewer fatigue when it comes to NASCAR: “I think asking anyone to sit and watch anything for three-and-a-half hours is a lot. I think one of the things we found appealing for F1 is their races are an hour and 50 minutes. If you can try and keep your property under a 3-hour window, you will do a better job of holding your audience.”

    Wanger, on growing NASCAR’s ratings: “We have to get people to watch a little longer.  That’s the way you grow your ratings.”


    Tags: NASCAR, Media, Motorsports, Audi, ESPN, NBC, NFL, Fox
  • State of Motorsports: The Vision for the Future

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    NASCAR president Mike Helton talks about when he expects to see benefits from the series' new car.

    During the opening session of the 2012 Motorsports Marketing Forum, NASCAR Sprint Cup Series champ Brad Keselowski said that improving the digital experience for fans at the race track is one of the biggest issues facing motorsports. Judging by the response to a question posed to the audience before the next panel discussion, many of the industry’s top executives agree. When asked about the most pressing issue facing motorsports, nearly 50% of the audience voted, “Improving the fan experience at the track.”

    NASCAR President Mike Helton: “Creating an environment at the racetrack where the fan wants to be there, they are happy to be there and they leave talking about the experience of the race and the track is what you need. The tracks get that. The drivers understand their role at the track, and we understand our role as the series in pulling all this together. You have to have the synergy of the live audience enjoying your sport so they go home and talk about it and help drive the television audience.”

    The State of Motorsports


    Ed Bennett, Grand-Am Road Racing
    Tom Compton, NHRA
    Mike Helton, NASCAR

    Another major theme was managing change and establishing stars. Helton said that no matter how hard you try to manage change, "There are a lot of things we don’t have control over and we have to react to it." He cited driver retirement as an example. “There are times that a popular driver retires," Helton said. "That’s our quarterback. That’s our star player in motorsports, and once they stop their career, there is a void there where fans have to find a new star to start following. That’s something that we have no control over.”
    But asked if NASCAR could do a better job of building up new talent and having a pipeline for development, Helton cited NASCAR’s Star Driver program, which is trying to help support young talent. “What we’ve taken a role on is educating drivers on the things that make them popular," Helton said. "What we are taking an aggressive role in is putting these types of facts in front of them, saying, ‘This is what matters off the race track.” Helton added, “That doesn’t always instantly fill the void for fans of a Richard Petty, or a Dale Earnhardt Sr., as to when their career ends, and who their fans begin following after that. But this type of program helps close that gap for fans looking for new drivers to follow. With this type of star driver program, we are trying to minimize the impact of that change.”
    Grand-Am CEO Ed Bennett talks about the challenges and timetable for complete the merger with the American LeMans series.


    NHRA President Tom Compton warned, though, that star drivers can’t be “created” or contrived. Compton: “I don’t know how you can manufacture someone’s personality. There needs to be a natural charisma, and on top of that, you have to win. So just creating that doesn’t happen. We have never figured out how to be able to do that. We’ve tried it. Someone needs genuine personality and they have to win races.”

    QUICK HITS:

    Helton, on not disenfranchising traditional fans while going after new fans: “The balance is difficult, and sometimes you get out of balance. The effort is to sustain the core following while you’re going after new eyeballs. Sometimes you have to go back to the core group and tell them that the things they grew up on and fell in love with are still there.”

    NHRA president Tom Compton talks about managing the transition when a prominent athlete -- like driver John Force -- retires from a sport.

    Helton, on the relationship with sponsors: “One of the things that helps with your sponsorships is your relationship with them. You have to have the awareness and the respect that the sponsor should get. There is a tremendous amount of respect that should go into that relationship. Then there is the function of all groups, including sponsors, being informed, and getting all groups informed with what you’re trying to accomplish. Then there is the function of pure value. We have to offer value to a sponsor. They may love to participate and love the people, but they need to have a value attached to it at the end of the day.”

    Compton, on the state of the NHRA’s business: “On a sponsorship front, we’re doing a lot better than I thought we’d be doing. I think a lot of companies may be looking at us if they can’t participate in the higher level of the sport.”

    Compton, on the possibility of Speed becoming Fox Sports 1 and decreasing its hours of motorsports programming: “For the smaller series, it might be a detriment. Some of the smaller series relied on Speed, and that could be an issue for some of the smaller tiered motorsports.”

    Helton, on possible changes at Speed: “There are so many other players looking for sports content, and motorsports content is good content, so I think it will open the door for other opportunities.”

    Tags: Motorsports, NASCAR, Sprint, Audi
  • Tailgating: Behind the numbers

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    Quicken Loans Racing and Beckon Media created an interesting infographic compiling research and comparing the traits of NASCAR and NFL tailgaters. The numbers are interesting, if at times a little suspect. For example, the research says that 80% of the U.S. population (240 million people) tailgates at least once a year. That number seems a bit high, but we'll roll with it in the interests of passing this along so that you can see what you think.

    Among the other findings:

    • The Best Tailgating Speedway is: Indianapolis Motor Speedway
    • Amount spent on tailgating per year: $35 billion
    • Percent who prepare their food on site at the venue: 93
    • Most popular game for tailgaters: Cornhole
    • Gender breakdown for NASCAR tailgaters: Men, 64%; Women, 36%
    For more, you can see the full graphic after the jump.


     

    Football vs. NASCAR Tailgating: Behind the Numbers

    An infographic by Quicken Loans and Quicken Loans Racing.

    Tags: Quicken Loans, Media, NASCAR, NFL, India, Indianapolis Motor Speedway
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