One out of every four NASCAR fans strongly agrees that they support the sport’s sponsors more than sponsors of other sports, according to a study conducted by online research firm Toluna prior to the start of the 2013 season.
More than half (55%) of NASCAR fans said that when they see a company sponsoring NASCAR, they feel good about that brand, the study found.
According to NASCAR, about 23.4% of Fortune 500 brands -- or 117 total -- are involved as a sponsor of NASCAR’s sanctioning body, teams or tracks, or as a licensee or media partner, which is up from 20% last year. Companies invested in the sport solely as advertisers were not included in the list. NASCAR sponsorship deals involving Fortune 500 companies have increased 8% since 2008.
“Fans understand the importance of sponsorship to the sport. They realize that’s what makes the sport go,” Steve Phelps, NASCAR’s Chief Marketing Officer, said in a press release. “If you’re a sponsor in another sport, fans can appreciate it, but will they actively support you?”
Independent research from Turnkey Sports & Entertainment shows NASCAR fans are the most brand-loyal fans out of all major U.S. sports.
“It translates to brands themselves getting a return on their investment,” Phelps said. “It works for the brand because fans are supporting sponsors. It’s what we call a cycle of success. NASCAR is the sport that works for business because of the relationship between fans and sponsors. “Sponsorship is important to NASCAR. It’s an important area for us to be winning in. It’s a very competitive landscape, and we’re having far more success and have traditionally.” Phelps said.
Sponsors receive a ton of exposure – about 100,000 fans on average attend each NASCAR Sprint Cup Series event, easily topping other sports on a per-event basis. Despite seeing a ratings slip in recent years, NASCAR’s average of about six million viewers per Sprint Cup race over a 10-month schedule is incredibly impressive.
“Our fans are among the most brand loyal in all of sports,” Phelps said. “Some of the world’s biggest, most recognizable, and profitable brands utilize NASCAR as a critical and powerful part of their marketing mix because it works for their business.”