NASCAR Advertising



NASCAR has been around for centuries and is currently the second most watched sport on cable television. What separates NASCAR from other sports, besides the motorized vehicles, is the extravagant amount of advertising. The drivers wear jumpsuits covering themselves from head to toe and on these jumpsuits are advertisements. The cars they drive work in the same way; covered in advertisements. It is hard to find a single space of blank paint or canvas not being used for advertising. With over forty drivers gaining national attention, that is a lot of advertising.






No other sport advertises like NASCAR. With approximately 80 million fans (1/3 of America’s population) NASCAR can be very effective when advertising. As mentioned above, NASCAR is the second most spectator sport in America. All across the states, fans tune in to watch their favorite drivers race. Each league has a sponsor such as The Sprint Cup series and Nationwide series. Every race is associated with a sponsor for example The Red Bull 400 or Kroger 500. Finally, every driver has a primary sponsor featured on their car and clothing. Then you have corporations signing to become the official “whatever” of NASCAR. Bank of America signed to become the official bank of NASCAR reportedly worth more than $15 million.




Why not NASCAR?

The target market for NASCAR viewers is surprisingly fairly large. However, there are some limitations. 77% of the U.S. populations that consider themselves fans of NASCAR are white which almost makes unnecessary to advertising products to any other race. Also, it has been observed that the higher level of education one receives, the less likely they are to consider themselves as NASCAR fans.

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Advertising Costs

Each section of the sponsored car has a different cost. As the hood of the race car is the most prominent and most seen during a televised race, it does cost a significant amount more than say a quarter panel. Sponsors have been divided up into three different types: the primary sponsor, the major sponsor and associate sponsor. An associate sponsor usually pays anywhere between $500,000 to $2 million for their logo to be displayed towards the rear of the car. A Major sponsor pays from $2 million to $5 million to have their logo displayed prominently on the quarter panels. Finally, for a primary sponsor, a cost of between $10 million to $20 million would be made to have their logo displayed on the hood, quarter panels, equipment and uniforms. The primary sponsor also has the privilege of determining the color scheme of the cars and uniforms.



NASCAR reaches 1/3 of Americans with 52% being male and 48% female making it gender neutral. Besides the broadcasts of the sport, 17 of the 20 most attended events were NASCAR races. NASCAR has continued to grow throughout the years and more fans are tuning in and buying tickets. 38% of NASCAR fans reside in the southern U.S. followed by Midwest, Northeast, and West. NASCAR fans belong to all age groups, but the ages 18-44 dominate with a whopping 58% of the population.

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NASCAR Scheduling

Ten months of the year is accompanied by a NASCAR season. Beginning in February and ending in November, a single NASCAR season is one of the largest in sports. To put that into a better perspective, a NASCAR fan is subjected to ten months of intense advertising considering he or she watches every race. It is clear why the advertising in NASCAR is so grand.


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TV Nets React to NASCAR. By: Friedman, Wayne, Television Week, 15440516, 11/15/2004, Vol. 23, Issue 46

ESPN's NASCAR Sales Heating Up. By: Lafayette, Jon, Television Week, 15440516, 1/1/2007, Vol. 26, Issue 1

Super Bowl, Olympics, Nascar Get 360 Degrees Of Activation. By: Janoff, Barry, Brandweek, 10644318, 12/31/2007, Vol. 48, Issue 47