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The World is Watching! What a NASCAR Sponsorship Means

The World is Watching! What a NASCAR Sponsorship Means. Unprecedented Exposure. NASCAR sponsors received a record $4.2 billion of sponsorship exposure in 2004. ( source: Joyce Julius & Associates). Brand Loyalty. 72% pick a NASCAR-affiliated brand over a competing brand of equal price

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The World is Watching! What a NASCAR Sponsorship Means

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  1. The World is Watching!What a NASCAR Sponsorship Means

  2. Unprecedented Exposure NASCAR sponsors received a record $4.2 billion of sponsorship exposure in 2004. (source: Joyce Julius & Associates)

  3. Brand Loyalty • 72% pick a NASCAR-affiliated brand over a competing brand of equal price • 46% will pay 10% more for a NASCAR-associated brand • 43% will switch from current brand to a brand associated with NASCAR (Source: Performance Research)

  4. Sustained Marketing Opportunities • 10-month season • Longest of any sport • Hosts 17 of the top 20 highest-attended sporting events • No. 2 on TV (behind NFL) • Five largest NASCAR markets in 2004 - Atlanta, New York, L.A., Philadelphia and Tampa • Live Broadcasts • An average of more than 8 million people tune in to each NASCAR Nextel Cup Series event (Source: Ipsos Insight, Joyce Julius & Associates, Nielsen Media Research) The cars shown here represent 7 of the 43 opportunities that exist for a sponsorship in the NASCAR Nextel Cup Series.

  5. Brand Awareness Opportunities • Signage on race car, uniforms, pit equipment, transporter, etc. • Driver, show car appearances • Promotions, sweepstakes, hospitality • NASCAR advertising campaigns

  6. Who is This NASCAR Fan?

  7. NASCAR Fans… • 75 million strong • No longer a Southern phenomenon • Spending power • More than 40% earn > $50,000 annually • Education • Top corporate officers • Men (60%) and women (40%) • 18 to 44 years old (58%) (Ipsos Insight, Joyce Julius & Associates, Nielsen Media Research) More than 160,000 NASCAR fans pack Bristol Motor Speedway twice every year.

  8. The principals of Morgan-McClure Motorsports Driver Mike Wallace

  9. 22-year veteran team in the NASCAR Nextel Cup Series • 3-time winner of the Daytona 500 • A winning organization • 14 wins • 63 top-fives • 13 pole positions The Morgan-McClure Motorsports pit crew in the 2005 Daytona 500

  10. MMM Complex • First-rate facility on I-81 corridor in Abingdon, Va. • 90,000-square-foot attraction for more than 35,000 vehicles daily • Location offers sponsors increased visibility, exposure

  11. Driver Mike Wallace • Legendary Wallace racing family – Rusty, Mike, Kenny • 8-time winner in NASCAR Craftsman Truck Series and NASCAR Busch Series • Only driver with more than 100 career starts in each of NASCAR’s top-three series

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