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Marketing and Sponsorship

Sim Racing's Reach, Sponsor Appeal To Be Tested By On-Track Seasons

Sim racing "gives teams a new source of revenue, gives sponsors a more accountable form of marketing and has interested a young audience," according to Rob Furchgott of the N.Y. TIMES. But soon, it "will face the real test: Can it retain fans and sponsors when real cars are back on real tracks and real spectators are in the stands?" Sims got their "big break" in March, when both eNASCAR and virtual F1 races were shown on TV. Plus, iRacing.com President of Motorsports Simulations Anthony Gardner said that livestreams "may hit 400,000 viewers over YouTube, Facebook and Twitch," while social media interactions are in the "millions in a race." Furchgott notes sponsors "aimed for an elusive new audience," as compared to traditional NASCAR, because sim "attracts a younger and more racially diverse" fan base. Also, online audiences offer sponsors an "ability to measure responses to specific offers, slogans and pricing in a way that TV doesn't." Despite being the official grill of NASCAR, Pit Boss Grills "couldn't afford to sponsor a front-running racer." But Carlos Padilla, Sports Marketing & Brand Partnerships Dir of Pit Boss parent Danson Sports, said eNASCAR "gave us the opportunity to jump in on a primary sponsorship" at a "price point viable for a company of our size." Padilla said that it "cost four figures per race" to be seen by "a million TV viewers" (N.Y. TIMES, 1/19).

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