Bebida Beverage Company (BBDA)

[stoutman]

MUST READ - THE USE OF SPONSORSHIPS IN NASCAR

Do you have actual evidence that car racing is a good way to advertise products? Any article, perhaps an academic research to sustain your claim?

Well Cisco, since you asked.....( I posted this about 2-3 months ago. You must have missed it. )
Here is a recent study conducted by the James Madison University Center for Sports. This should answer your questions. :)

The following is for those who think BW's use of Nascar sponsorship is a waste of money.

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FYI...NASCAR has 75 million fans who spend over 3 billion a year on licensed products.

"The National Association for Stock Car Auto Racing, or NASCAR, always seems to be the butt of the joke when it comes to sports sponsorships. A recent big-budget Hollywood movie, Talladega nights: The Ballad of Ricky Bobby, even went as far as to poke fun at the sport’s use of sponsors when the main character, a NASCAR driver, sold advertising space on his windshield to a sponsor. However, NASCAR sponsors, both on the corporate and team level, are the ones getting the last laugh. And, they are laughing all the way to the bank.

A recent study conducted by the James Madison University Center for Sports Sponsorship concluded, “NASCAR sponsorship is the best buy in marketing.” Sponsorship in NASCAR is so appealing because sponsors see an immediate return on their investment after making the commitment to sponsor a NASCAR team or be a corporate sponsor. This is one reason why NASCAR has more sponsorship participation by Fortune 500 companies than any other sport. Even the stock market has acknowledged the power of NASCAR sponsorship and, as a recent USA Today article stated, within only two days of announcing sponsorship of NASCAR, most companies experience gains in stock market value of more than $300 million.

There is a myriad of reasons why NASCAR is as good as it gets when it comes to sports sponsorships; one of the main reasons is NASCAR sponsors are getting much more exposure to fans than in many other professional sports. NASCAR has an extremely broad reach with a total of 1,800 racing events held each year. These events take place in 36 states and are hosted by more than 110 tracks across the country. The number of tracks has even been increasing in recent years. NASCAR has been expanding its reach in recent years, and new tracks have been built in major metropolitan areas. The new tracks reflect the growth NASCAR is experiencing, while at the same time helping to aid the growth of the sport by providing more venues where races can be held. New NASCAR tracks have been constructed recently in Miami, Chicago, Kansas City, Dallas and Los Angeles.

NASCAR’s season is a full ten months long, lasting from February to November, and NASCAR is the number two rated sport on television, second only to NFL football. NASCAR races are watched by both men and women, since the gender-neutral sport consists of a 60% male and 40% female fan base.

NASCAR as an organization boasts more than 75 million fans (more than one-third of the adult population in the United States) and their NASCAR races often draw larger crowds than a Super Bowl, NBA Finals game and World Series game combined. NASCAR races are televised in more than 100 countries around the world and, according to a 2010 study, the average NASCAR fan takes in more than six hours of NASCAR related television a week.

However, the people who really keep the engine running and the money coming in for NASCAR’s corporate and team sponsors are the self-proclaimed “hardcore” and “diehard” NASCAR fans. The number of “hardcore” NASCAR fans has grown by 60% since 2002 and there are currently more than 40 million “hardcore” NASCAR fans in the United States alone. These hardcore fans take in even more NASCAR-related media each week than the average NASCAR fan, consuming nearly nine hours of NASCAR-related media per week (this includes TV, print, radio and Internet). These NASCAR enthusiasts usually come from households that make, approximately, $40,000 per year in combined household income and they are spending, on average, over $900 annually on NASCAR-related products. These “hardcore” NASCAR fans are also, for the most part, long-term fans who, on average, have been NASCAR fans for 18.6 years.

There have been many studies done on how NASCAR fans’ enthusiasm for the sport translates into enthusiasm for sponsors. The results of these studies show that NASCAR fans are not only able to identify almost all of NASCAR’s sponsors, on both the corporate and team level, but that they also have a clear understanding of the importance of sponsorship in supporting the sport and are more than willing to go out of their way to spend money on the products of the sport’s sponsors. One study of 1,000 NASCAR enthusiasts revealed that 92% of NASCAR fans feel that their favorite NASCAR drivers could not run their cars without the support of their sponsors. The same study also concluded that 85% of NASCAR fans are able to identify which companies sponsor NASCAR on the corporate level.

Another recent study revealed that “96% of self-described “big” fans of NASCAR correctly identified Budweiser as a sponsor of Dale Earnhardt, Jr.” This study included a section reminding the reader that a fan’s ability to identify sponsors of their favorite teams in other sports does not come close to the fan’s ability to identify NASCAR team sponsors.

Not only are NASCAR fans able to identify sponsors, but they are also three times more likely to purchase sponsors’ products and 94% more likely to develop and maintain positive feelings about NASCAR’s sponsors. NASCAR fans show “enhanced commitment to a brand and willingness to pay more to get the brand” if they sponsor NASCAR or one of their favorite NASCAR drivers. NASCAR fans seem to associate sponsors with the success of the sport, more so than in any other sport. This is exactly what companies are looking for when they are deciding whether or not to become involved in sports sponsorship. Therefore, it only makes sense that NASCAR has a huge number of sponsors and a large number of Fortune 500 companies willing to shell out large amounts of money to support the sport.

Sponsoring NASCAR delivers the results sponsors are seeking.
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PLEASE MAKE THIS A STICKY