NASCAR »

NASCAR addresses needs of its partners

A year-long initiative sees NASCAR work on new programmes to help its various partners
Faced with heightened demands from its official partners, NASCAR is responding with a series of new programmes to freshen its business-to-business council and create more retail opportunities for its consumer brands.

It's part of a year-long initiative that evolved out of a cry from official partners to provide new opportunities in the midst of the recession. NASCAR has been floating three new programmes to partners in the past few weeks: an employee-only NASCAR website, exclusive cinema advertising and a partner-only sweepstakes for 2010.

“What we've been charged with is building a larger library of assets for our partners,” said Norris Scott, NASCAR's managing director of partnership marketing and business solutions. “One question we get a lot, due to the economy, is, 'What else can I get as part of my investment?' What we're working on are tools that partners can utilise so that they're getting greater value.”

The chief gripe among official partners was, once you get past the business-to-business opportunities and use of the NASCAR logo, what else is there? How can NASCAR facilitate new business opportunities for the partners beyond the B2B council?

These questions have been around for years, but they've intensified during the recession, Scott said, as marketing chiefs feel the heat to show greater return for their investment. Those official partner deals typically go for $1 million to $3 million a year.

“It's been newfound business that was brought to us on a plate,” Coca-Cola's Ben Reiling said of a recent NASCAR-driven retail programme at a grocery chain called Brookshire's across a four-state region.

Reiling, Coke's director of motorsports, said it was refreshing for NASCAR to organise a programme with other consumer brands that generated incremental sales “for a small fee.”

Official partners with consumer-packaged goods include Kraft, Mars, Unilever, Kellogg's and Procter & Gamble, all of which participated. Combining these brands with Coca-Cola, Diet Coke and Coke Zero in prominent store displays drives sales, Reiling said.

“Some partners might utilise the business-to-business council, others don't,” Scott said. “But the key is that we now have other assets and some added flexibility for our partners. What we're providing is an exclusive space for partners to promote their business.”



Related Pictures

Click on relevant pic to enlarge
immie Johnson (No. 48), Jeff Gordon (No. 24), Juan Pablo Montoya (No. 42) and Mark Martin (No. 5) lead the field late in Sunday’s NASCAR Sprint Cup Series Pepsi 500 at Auto Club Speedway in Fontana, Calif. Johnson went on to win the race, his second victory in the Chase, and replace Martin as the Chase leader. (Rusty Jarrett/Getty Images for NASCAR)
Denny Hamlin and Darian Grubb, the crew chief of the #11 Joe Gibb Racing Toyota, consult in the garage area during testing at Charlotte Motor Speedway. (Photo Credit: Jared C. Tilton/Getty Images for NASCAR)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, races to win Sunday, July 27, 2014 the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Christa L. Thomas/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, races to win Sunday, July 27, 2014 the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, celebrates his win Sunday, July 27, 2014 of the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Rusty Jarrett/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, kisses the Brick after his win Sunday, July 27, 2014 of the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Rusty Jarrett/HHP for Chevy Racing)
The #24 Axalta Chevrolet crew celebrates in pit lane after driver Jeff Godron`s victory in the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Matt Sullivan/Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Chris Trotman/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates by kissing the bricks after winning the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Patrick Smith/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, salutes the fans after winning the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Matt Sullivan/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, takes the chequered flag to win the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Patrick Smith/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates with a burnout after winning the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Patrick Smith/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, center, celebrates with team owner Rick Hendrick, left, daughter Ella Sophia and wife Ingrid Vandebosch by kissing the bricks after winning the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Rainier Ehrhardt/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, leads a pack of cars into the pits during the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana.  (Photo Credit: Chris Graythen/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, races the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana.  (Photo Credit: Patrick Smith/NASCAR via Getty Images)
Kasey Kahne, driver of the #5 Time Warner Cable Chevrolet, leads during the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, and Jeff Gordon, driver of the #24 Axalta Chevrolet, lead the field to the green flag for the start of the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Patrick Smith/NASCAR via Getty Images)
Ty Dillon, driver of the #3 Bass Pro Shops Chevrolet, and his team celebrate by kissing the bricks after winning the NASCAR Nationwide Series Lilly Diabetes 250 at Indianapolis Motor Speedway on July 26, 2014 in Indianapolis, Indiana.  (Photo Credit: Rainier Ehrhardt/Getty Images)

Start the conversation - Add your comment

Please login or register before adding your comments.

Although the administrators and moderators of this website will attempt to keep all objectionable comments off these pages, it is impossible for us to review all messages. All messages express the views of the poster, and neither Crash Media Group nor Crash.Net will be held responsible for the content of any message. We do not vouch for or warrant the accuracy, completeness or usefulness of any message, and are not responsible for the contents of any message. If you find a message objectionable, please contact us and inform us of the problem or use the [report] function next to the offending post. Any message that does not conform with the policy of this service can be edited or removed with immediate effect.




© 1999 - 2014 Crash Media Group

The total or partial reproduction of text, photographs or illustrations is not permitted in any form.