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Sports & Entertainment Marketing

Sponsorship. Sports & Entertainment Marketing. Sponsorship. Form of Sales Promotion Most often used in the sports and entertainment industries. is built on sponsorship. The History of. Founded in 1948 Annual attendance exceeds 9 million fans visiting 37 races N - National

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Sports & Entertainment Marketing

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  1. Sponsorship Sports & Entertainment Marketing

  2. Sponsorship • Form of Sales Promotion • Most often used in the sports and entertainment industries

  3. is built on sponsorship

  4. The History of • Founded in 1948 • Annual attendance exceeds 9 million fans visiting 37 races N - National A - Association S - Stock C - Car A - Auto R - Racing

  5. as a BRAND • NASCAR is a “brand” • The second highest rated live sport on TV • Behind the NFL • 71% of NASCAR fans are loyal to brands that sponsor the sport • More than any other sport Banking on NASCAR

  6. sales • NASCAR licensed products • 1990 – $80 Million • 2004 – $2.1 Billion • Sales have increased 3000% since 1990

  7. sales • Last year NASCAR made 3 billion in licensed product sales • More Fortune 500 companies sponsor NASCAR more than any other sport

  8. fans The majority of NASCAR fans do not fit into the general stereotype associated with the sport • 78% of NASCAR fans are high school graduates • 40% of NASCAR fans attended college • 36% are in professional or managerial occupations • 70% have full-time employment

  9. fans • 33% have incomes between $30,000 and $50,000 • 30% have household incomes over $50,000 • 53% are over 35 • 64% are married

  10. fans • Women make up almost 40% of the NASCAR fan base • More than any other sports

  11. Brand Future • NASCARCafé: Themed restaurant • NASCAR SpeedPark: Go kart tracks • Vaughan, ONT • Myrtle Beach, SC • Concord, NC • Smokey Mountain, NC • St. Louis, MO

  12. Brand Future • NASCAR ride at Carowinds Park • NASCARdriving experience

  13. So What’s The Big Deal? 1/3 of the Fortune100 firms sponsor a NASCAR racecar

  14. The BIGGEST Sponsor of All NASCAR Sponsorship

  15. Who’s missing? Hard liquor has not traditionally been a part of NASCAR • Introduced into the sport in 2004 to bring an influx of cash to the sport Liquor Brands and NASCAR

  16. Main Sponsor $5-9 million Includes hood, driver’s chest and TV panel (back of trunk) TV Panel Hood Driver’s chest

  17. Other Sponsorship Options B-Post $75,000 - $150,000 Trunk $500,000 - $1 million C - Post $250,000 - $750,000

  18. Other Sponsorship Options Front Fender $30,000 - $100,000 Front Quarter Panel $750,000 - $150,000 Rear Quarter Panel $750,000 Behind Rear Wheel $200,000 - $600,000 Lower Quarter Panel $25,000 - $75,000

  19. Other Sponsorship Options Roof and Door panels Car Number locations No Ads are permitted here

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