Sunday, November 20, 2005

How bad have you got it?

Today is the last NASCAR race of the 2006 season. By the end of the race they will have crowned a new champion. Whether you like NASCAR or think watching cars go around in circles is boring a couple of things are for certain. NASCAR isn't watched by just 'rednecks' and the organization markets brilliantly.

NASCAR started over 50 years ago with a few races down south and have steadily grown to what they are today; a nationwide series with a 36 race season from February to November. The growth was orchestrated by smart, visionary marketers - the France family . Now, the stands and television audience are filled with men, women and children, each with their own favorite driver and the merchandise to let the world know who that driver is. It isn't uncommon to see a family at a race sporting shirts and hats from totally different teams. NASCAR says that their fans are the most loyal in sport. I read an article awhile back where the chairman of Lowe's mentioned that for every dollar they spend on sponsorship in NASCAR they get three dollars back. This seems to prove NASCAR's point.

No longer can companies ignore the buying power of these fans. Many companies, like Lowe's seem to realize this now. After all, it's not just car companies, beer companies or oil companies that are sponsors anymore. If you haven't watched a race lately because you can't stand the thought of watching a car go around in circles for hours, flick it on for a few minutes and look at the hoods of the cars. The title sponsors may surprise you. If you missed it this season, no worries, the Daytona 500 is set for February 19, 2006.

Just my tidbit for the day. Thanks for stopping by.

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