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)
Joey Logano, driver of the #22 Shell-Pennzoil Ford, receives a lobster in victory lane after winning the NASCAR Sprint Cup Series Sylvania 300 at New Hampshire Motor Speedway on September 21, 2014 in Loudon, New Hampshire. (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell-Pennzoil Ford, takes the chequered flag to win the NASCAR Sprint Cup Series Sylvania 300 at New Hampshire Motor Speedway on September 21, 2014 in Loudon, New Hampshire. (Photo Credit: Robert Laberge/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell-Pennzoil Ford, celebrates after winning the NASCAR Sprint Cup Series Sylvania 300 at New Hampshire Motor Speedway on September 21, 2014 in Loudon, New Hampshire.  (Photo Credit: Jerry Markland/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell-Pennzoil Ford, celebrates in victory lane after winning the NASCAR Sprint Cup Series Sylvania 300 at New Hampshire Motor Speedway on September 21, 2014 in Loudon, New Hampshire. (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS finished in fifth place and Kevin Harvick, driver of the #4 Budweiser Designate A Driver Chevrolet SS finished in third place Sunday, September 21, 2014 in the Chase Challenger 16 NASCAR Sprint Cup race at New Hampshire Motor Speedway in Loudon, New Hampshire. Both Johnson and Harvick are in the Chase which continues in next week`s Challenger 16 race. (Photo by Garry Eller/HHP for Chevy Racing)
Jamie McMurray, driver of the #1 Belkin/Wemo Chevrolet SS finished in fourth place and Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS finished in fifth place Sunday, September 21, 2014 in the Chase Challenger 16 NASCAR Sprint Cup race at New Hampshire Motor Speedway in Loudon, New Hampshire. Johnson is in the Chase which continues in next week`s Challenger 16 race. (Photo by Garry Eller/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser Designate A Driver Chevrolet SS finished in third place Sunday, September 21, 2014 in the Chase Challenger 16 NASCAR Sprint Cup race at New Hampshire Motor Speedway in Loudon, New Hampshire. Harvick is in the Chase which continues in next week`s Challenger 16 race. (Photo by Garry Eller/HHP for Chevy Racing)
Kyle Larson, driver of the #42 Target Chevrolet SS finished in 2nd place and Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet SS finished in 26th place Sunday, September 21, 2014 in the Chase Challenger 16 NASCAR Sprint Cup race at New Hampshire Motor Speedway in Loudon, New Hampshire. Gordon is in the Chase which continues in next week`s Challenger 16 race. (Photo by Christa L Thomas/HHP for Chevy Racing)
David Ragan, driver of the #34 Taco Bell Ford, and Denny Hamlin, driver of the #11 FedEx Ground Toyota, are seen on the track after crashing during the NASCAR Sprint Cup Series Sylvania 300 at New Hampshire Motor Speedway on September 21, 2014 in Loudon, New Hampshire. (Photo Credit: Jerry Markland/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Miller Lite Ford, loses control of the car after making contact with Matt Kenseth, driver of the #20 Dollar General Toyota, during the NASCAR Sprint Cup Series Sylvania 300 at New Hampshire Motor Speedway on September 21, 2014 in Loudon, New Hampshire. (Photo Credit: Will Schneekloth/NASCAR via Getty Images)
Kyle Busch, driver of the #18 M&M`s Toyota, drives with damage to his car after crashing during the NASCAR Sprint Cup Series Sylvania 300 at New Hampshire Motor Speedway on September 21, 2014 in Loudon, New Hampshire. (Photo Credit: Robert Laberge/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell-Pennzoil Ford, leads Kyle Busch, driver of the #18 M&M`s Toyota, during the NASCAR Sprint Cup Series Sylvania 300 at New Hampshire Motor Speedway on September 21, 2014 in Loudon, New Hampshire. (Photo Credit: Chris Trotman/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Miller Lite Ford, leads the field at the start of the NASCAR Sprint Cup Series Sylvania 300 at New Hampshire Motor Speedway on September 21, 2014 in Loudon, New Hampshire.  (Photo Credit: Sarah Glenn/NASCAR via Getty Images)
Brendan Gaughan, driver of the #62 South Point Chevrolet, takes the chequered flag to win the NSACAR Nationwide Series VisitMyrtleBeach.com 300 at Kentucky Speedway on September 20, 2014 in Sparta, Kentucky. (Photo Credit: Andy Lyons/NASCAR via Getty Images)
Brendan Gaughan, driver of the #62 South Point Chevrolet, celebrates in victory lane after winning the NASCAR Nationwide Series VisitMyrtleBeach.com 300 at Kentucky Speedway on September 20, 2014 in Sparta, Kentucky. (Photo Credit: Daniel Shirey/NASCAR via Getty Images)
Brendan Gaughan, driver of the #62 South Point Chevrolet, celebrates with his crew after winning the NASCAR Nationwide Series VisitMyrtleBeach.com 300 at Kentucky Speedway on September 20, 2014 in Sparta, Kentucky. (Photo Credit: Andy Lyons/NASCAR via Getty Images)
Ty Dillon, driver of the #3 Bass Pro Shops Chevrolet, poses with the Coors Light Pole Award after qualifying first for the NASCAR Nationwide Series VisitMyrtleBeach.com 300 at Kentucky Speedway on September 19, 2014 in Sparta, Kentucky. (Photo Credit: Todd Warshaw/NASCAR via 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.