NASCAR Branding Analysis

To increase fan interest and participation, NASCAR has decided to launch a regional racing series. The idea is to hold races in regional areas to promote rivalries, increase fan attendance, and increase sponsor participation. NASCAR has asked you to conduct a branding analysis of the regional series. What should the series be called? Where will races be held? What companies will be interested in sponsorship opportunities? How will the regional series fit in with larger NASCAR events? William Henry France, founder of NASCAR, had a passion and love for auto racing and realized the popularity and profitability that auto racing would bring to motorsports. While living in Daytona Beach, Florida in the 1930’s, France recognized that Daytona Beach would be the perfect geographical location for races as well as being connected with other auto racer enthusiasts. Within the time of NASCAR being founding, auto racing was being held in the southern states of Florida, Alabama, and North Carolina (Ferrell & Hartline, 2014, p. 430). Over the course of a period of meeting with other race car enthusiasts in 1947, including owners, drivers and mechanics, the first race

Those potential sponsors could include, Subway, LG, Burger King, Panasonic, Unilever, Microsoft, Apple, Nextel, Yum Brands, Comcast, Hisense, and Verdict just to name a few to be added to the list of over 45 sponsors currently with NASCAR (Ryan, 2016). “At the premier form of sponsorship in NASCAR, sponsorship is one of the most powerful marketing tools in the sports world. Our drivers and his teams offer plenty of opportunities to help you get the most from your sponsorship dollar and to get your brand message heard!” (RaceDaySponsor, n.d.). In addition to adding more races to its schedule and dedication to its fans, NASCAR will increase co-branding with new sponsors that will lead to more profits and