Sports Marketing - Branding. NASCAR history. Millions of fans support drivers; 72% loyalty to driver’s sponsor (brands) Sponsorship money 1970’s, R.J. Reynolds, Winston Cup. New Sponsor-Sprint/Nextel. 2004 No government restrictions—families Kiosks with new phones. Groups.
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Millions of fans support drivers; 72% loyalty to driver’s sponsor (brands)
1970’s, R.J. Reynolds, Winston Cup
No government restrictions—families
Kiosks with new phones
In what way are NASCAR fans considered loyal?
Why did NASCAR need to find a new title sponsorship?
What market is NASCAR trying to reach? Why is this important?
1. Develop the brand in the consumer’s mind as a certain product:
Minnesota Twins are a pro baseball team
2. Link the product’s brand name to an emotional connection:
Twins fans think positively about the team and its players
Twins fans stick with their team through good and bad seasons because of the bond they have with the team
After brand personality Gatorade handout
Go to slide 11—Strategies