Host Communications Inc., long known as an agency specializing in college sports marketing, wants to expand its expertise to include motorsports marketing.
| Change in NCAA deal cuts loss, revenue |
| Host Communications, a wholly owned subsidiary of Bull Run Corp., posted an operating loss of $738,000 for its quarter ended May 31, compared with a $5 million loss for the same period last year. For the nine-month period ended May 31, the company reported $3.8 million in operating income, compared with an $8.15 million operating loss for the year-ago period. Total revenue fell significantly because of the restructuring or discontinuation of certain contracts, such as its agreement to sell NCAA corporate sponsors. Revenue was $18.1 million and $66.8 million for the quarter and nine months, respectively. For the same period last year, the numbers were $32.4 million and $92.1 million. — Jennifer Lee |
Motorsports, and particularly NASCAR, is an area of opportunity for Host, said CEO Gordon Whitener, who's worked at Host since October. He took over as CEO at the beginning of the month after founder Jim Host decided to step down.
"NASCAR is a natural place for us," said Whitener, adding that there are "a number of people" within Host, including himself, who have an interest and some experience working in the sport. He added that the similarities between the demographics of NASCAR fans and college sports fans, particularly college football fans, will open the door for cross-promotional opportunities for corporate sponsors.
Host's motorsports efforts are intended to include sponsorship sales for teams and tracks, management of corporate mobile marketing units, consulting, and printing and publishing projects. Host has dabbled in motorsports in the past. That experience has been limited to managing Sony's interactive display at NASCAR racetracks, and publishing and distributing books on Dale Earnhardt and Jeff Gordon.
To help oversee the new emphasis on motorsports marketing, Host promoted Kevin Bryant, who's been Host's vice president for collegiate sales, to executive vice president of sales for college sports and motorsports. Bryant said the company also is in discussions to hire at least two additional sales people.
