NASCAR steers north with branding

In an attempt to expand its brand and gain a larger Canadian presence, NASCAR last week announced a partnership with TSN that formalizes its marketing efforts north of the border.

Brett Yormark, vice president of corporate marketing for NASCAR, said that several sponsors, as well as promotional partners such as lawn and garden equipment manufacturer Husqvarna, have participated in activation attempts in Canada in recent years. The deal, titled NASCAR Canada, gives those efforts a consistent platform and logo while also encouraging Canadian companies to join the NASCAR fold.

Robbie Weiss, NASCAR’s international director, would not reveal the terms of the deal but said the overall structure was similar to that of an agency agreement, with TSN, a division of Globemedia, working to find new sponsorship possibilities for NASCAR. Officials would not comment on the percentage that TSN will be paid.

Though NASCAR does not have a Nextel Cup, Busch Series or Craftsman Truck Series race in Canada, Yormark thinks promotional support such as driver appearances, a multiplatform media campaign and grassroots sponsorship initiatives will convince Canadian companies that NASCAR is a worthwhile partner.

The categories that Canadian brands could fill are still in the works and will probably be decided on a case-by-case basis, Yormark said, adding that the phrase “Proud Sponsor of NASCAR Canada” is not out of the question.

“The way you market a product up there is no different than how you market a product down here,” Yormark said.

TSN has televised the sport since the network’s inception in 1984, and NASCAR is the top-rated motorsport in Canada.

“There is already a built-in fan base,” Yormark said.