Mike Boykin
Executive VP, sports
GMR Marketing
“We see 2009 and the economic situation as a great opportunity — we’re calling it the ‘year of the fan.’ We see the relationships between our clients — sponsors in the sport — and the various rights holders moving from a transactional one to more of a true partnership. With this evolution, everyone wins. The fans are going to be the recipients of more value-added benefits and enhanced experiences as both the sponsor and the rights holders are incentivized to make the fan happy. The additional byproduct of this development will be greater focus on ROI and the shared responsibility of the sponsor and rights holder in delivering that ROI.”
Torrey Galida
President
Millsport Motorsports
“There is no doubt that everybody is going to feel the effects of a recessionary economy on their marketing budgets. Sponsors in the sport have already made a major investment in marketing rights. The key challenge in this environment will be to be as effective and efficient as possible with the marketing dollars that are allocated to activate against those rights. We will be focused on delivering more value through efficient channels, like digital, and measuring the return on every dollar spent. Solid consumer insights, successful marketing plans, and effective measurement strategies will be the key to success in 2009.”
Ben Schlosser
VP, marketing
Richard Childress Racing
“The perception of ‘NASCAR’s struggles’ as portrayed in the media has been somewhat overstated relative to other properties. Unfortunately, fighting that perception has occasionally become a hurdle. The number of major sponsors leaving the sport is relatively small, especially compared with the universe of companies who are still sponsoring our teams and drivers. Many sponsors have actually increased their investment for 2009 to align with particular properties. The carmakers have obviously had their struggles, but all seem committed to NASCAR as their premier property. We still have an enormous fan base. We still have the most passionate and brand-loyal fans. Our TV ratings and online presence remain strong. We still deliver access that the stick-and-ball world cannot. We still offer unparalleled B2B opportunities vs. other sports. And we can still drive successful ROI.”
Steve Gaffney
Director of sports and entertainment marketing
Sprint
“Now, more than ever, our focus is on ensuring that every component of our sponsorship activation is razor sharp and optimized to drive our business during this challenging time. From Sprint Cup Mobile to our TV spots and enhancements, at-track signage, our at-track fan experience and hospitality, it has to be perfect to generate maximum return. We’ll also keep a close eye on potential shifts in fan behavior because of the economy. Clearly the fans are the ones who drive this sport and some of them are hurting right now. But their loyalty to sponsors and to the sport they love is legendary. During these difficult economic times, it is imperative that Sprint continue to deliver maximum value to the people who have made this great sport what it is — the fans.”
Humpy Wheeler
CEO
The Wheeler Company
“Our biggest challenge is getting fans back in seats and that means good, close racing with lots of passing, which will create lots of drama and rivalries, something we have frankly been short of in the last two years. Discounted seats and lots of hoopla won’t make up for plain ol’ good racing. We also need to pinch everybody and remind them that exciting personalities are a major part of this, be they hero or villain. That drives ticket sales from Broadway to Botswana. I would be telling my driver to go for the win no matter what and forget the points. Be nice to your sponsor, but don’t change your personality because his name is on your helmet!”
Julie Sobieski
VP, programming and acquisitions
ESPN
“The economy is challenging the NASCAR industry to be more creative and collaborative. We’re still seeing a lot of interest in the sport, but as is the case across many sports, advertisers are looking to be more strategic with their spending. … We’re getting more innovative with brands to make sure their positioning stands out from the crowd. A great example is Craftsman, which is buying ESPN’s ‘Craftsman Tech Garage’ with Tim Brewer this year. What is more authentic and impactful than Craftsman having the ownership position to the most visible sponsor element within our telecast, and one which organically highlights the technology and tools of the sport?”
Marshall Carlson
Executive VP, general manager
Hendrick Motorsports
“Winning drives everything: the ability to attract and retain the best talent, the energy it takes to persevere through a long and difficult season, and the revenue we need to stay ahead with people and technology. Performance is what keeps people going at a high pace, and Rick (Hendrick) has built a culture here where winning — together — takes precedence over everything else. That’s the focus for Hendrick Motorsports.”
