Superstar Drivers and NASCAR Marketing
“On Car” advertising is ideal for the racing circuit. This type of advertising is very lucrative.
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NASCAR events are pure marketing heaven. I love to watch NASCAR and even though I am a woman, I love watching their race events on television. The action is fast paced and the thrill and anticipation. The auto racing sometimes leaves us waiting for the next crash. Car related industries are making a fortune from the paid commercial breaks in television programming and the “on car” endorsements.
This type of on car advertising is ideal for the racing circuit, effectively selling their products in advertisements that are visible during the entire race as well as part to the very identities of cars and drivers. You can’t miss the fact that even the cars themselves are commercials that compel you to stare at brand names of products every second of the race.
Every driver has a huge number of fans. How well a driver races each season has a great deal to do with how interested advertisers are in seeing them endorse their products. What is interesting is that many NASCAR drivers see more income from endorsements than from the races themselves. They are so closely associated with these endorsements that we often refer to a car by their main endorser. One example is the Michael Waltrip who drives the NAPA car.
With over $50 million in marketing sales being seen per year due to NASCAR sporting events, it is a certainty that the four P’s (product, pricing, place and promotion) are being utilized better in the NASCAR arena better than just any other venue today.
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