Daytona 500 Advertising: 5 Campaigns & 5 Tips 

An Overview of Daytona 500 Advertising 

The Daytona 500, also known as NASCAR’s Super Bowl, stands as one of the year’s most exciting sporting events – not just for the thrilling races and electric atmosphere at the Daytona International Speedway but also for the big screen as a commercial event.   

With upwards of 8.8 million viewers (10.1 million at its peak) watching in 2023, the “Great American Race” outperformed other weekend sporting events, including the NBA All-Star Game and a PGA Tour event featuring Tiger Woods. The Sports Business Journal also reports that viewership was a record high for a NASCAR race on a streaming Fox platform.  

With a large and engaged audience, the Daytona 500 presents a golden opportunity for brands to showcase their products and services to a vast and engaged audience in 2024 and beyond. 

5 Advantages of Advertising at the Daytona 500 

While discussing the advantages of sports marketing, TEGNA’s Director of Sponsorships, Dan McDonough, says, “Live sports continue to thrive in the US and remain a staple in people’s viewing habits. Watching live sports provides a unique sense of excitement, competition, and belonging that can’t be replicated through other forms of TV. Brands that consistently show up to play within a particular sports broadcast create a deeper connection with fans/viewers because they’re invested in a team or sport the viewer cares about.” 

Because of this sentiment, brands can make a lasting impression on viewers by aligning with NASCAR and Daytona 500 content. Advantages include  

1. Large Audience 

For fans, watching live sports on appointment TV is a must and a habit. Reviews.org finds that 70% of Americans watch live sports weekly. Breaking down those numbers further, 24% of those surveyed watch NASCAR, making it a more popular sport to watch than soccer, hockey, and golf.  

2. Live Television Coverage 

Brands can leverage the excitement and positive emotions associated with a live event like The Daytona 500 to create real-time interactions and memorable experiences, which can help increase brand recognition, loyalty, and consumer trust. Additionally, live-event viewers are less likely to fast-forward commercials for several reasons.  

Viewers know that sports and commercials are teammates. Commercials are part of the live-viewing experience, and want to watch them to discuss socially. Plus, commercials can’t be skipped in a live broadcast setting – unless the viewer changes the channel or takes a bathroom break. 

The bottom line? The Daytona 500 is broadcast live on television, ensuring that commercials aired during the event reach a vast audience in real time. This live coverage increases the visibility and impact of advertising efforts, allowing brands to capture viewers’ attention at a pivotal moment and build brand awareness. 

3. Engaged & Brand Loyal Audiences 

NASCAR fans are some of the most loyal and passionate in sports. They tune in not only for the race but also for the entire spectacle surrounding it. Advertising at the Daytona 500 allows brands to connect with a highly engaged audience receptive to marketing messages. 

Steve Phelps, a senior vice president, and chief marketing officer for NASCAR, told the Daytona Beach News-Journal, “We have a large loyal fan base that truly votes with their wallet. That’s a real point of differentiation for NASCAR from our ‘stick and ball’ brethren.” 

Phelps also notes that this level of engagement with brands is “unique to NASCAR,” even when comparing this engagement to his time working in the NFL’s marketing department.  

It’s a fact Andrea Samber, co-director of strategic alliances for Cotton Inc.’s Blue Jeans Go Green, can confirm, also telling the Daytona Beach News-Journal, “We are new to NASCAR but have learned quickly that the sport’s fans are incredibly brand loyal.”  

4. Emotional Connection 

Some of the most powerful ads in history – Google’s Loretta, The Farmer’s Dog Super Bowl ad, and P&G’s Thank You, Mom – are effective because they emotionally connect with their audience.  

But just how effective is emotional marketing? Spiralitics gathered some of the most compelling stats and found:  

• Emotionally triggering ads can persuade 70% of viewers to buy a product  
• 81% of emotionally connected consumers promote brands to friends and family  
• An emotional connection between a customer and the organization is 52% more valuable than a highly satisfied customer  
• Emotionally connected customers are more likely to spend double on their favorite brands  
• Ads with higher-than-average emotional responses generate 23% of sales spikes  

The Daytona 500 isn’t just about cars racing around a track. The race is rich with history, stories, rivalries, traditions, and triumphs, dating back to its inaugural race in 1959. Advertising during such a storied event allows brands to tap into this rich heritage, emotionally connecting with consumers on a nostalgic level and fostering a deeper bond with their audience. 

5. The Halo Effect 

By aligning with such a prestigious event, brands can enhance their image and credibility through the halo effect. As it does in aligning with local news, being associated with the Daytona 500 can elevate a brand’s status and perception in the eyes of consumers, especially those who are fans of the sport. 

5 Tips for Advertising at the Daytona 500 

Here are some critical tips for advertising alignment with the Daytona 500 to make the most of this high-profile event. 

1. Know Your Target Audience 

Understanding your target audience – whether through developing person profiles or using data – will help inform your creative, where to run your ads, and how to tailor your campaign further to meet the wants and needs of your audience, as well as address their pain points.  

For the NASCAR audience specifically, which is 70 million strong, they are:  

• 62% male and 38% female 
• 1 in 3 are 18-44 years old 
• 3 in 5 are college-educated 
• $85,500 is the average household income 
• More than 1 in 4 are households with children 
• Nearly 3 in 4 are homeowners 

NASCAR also describes this audience as patriotic, outdoorsy, pet owners, DIYers, travelers, shoppers, recyclers, and diners.  

2. Partnering with Your Local News Station 

Community is more important than ever, especially for millennials, and NASCAR fans are attracted to the community that comes with it. Because your local news station is heavily involved in your community – and local sporting events – your brand can showcase your commitment to the community to generate trust, build brand awareness, and ultimately grow business. By opting for local broadcast advertising, you also can directly engage with this specific fan base, fostering a more personalized messaging platform. 

3. Leverage Local Content Sponsorships 

Content sponsorships with your local news station are also a great option to make an impact, as they allow you to integrate your brand message into the story. For example, the TEGNA Sports Report sponsorship provides connectivity to all local sports, professional and amateur, delivered by beloved local personalities that viewers know and trust.  

4. Create Compelling Content 

Whether it’s a memorable commercial or experiential activation, focus on creating content that resonates with viewers and leaves a lasting impression. You can interact directly with fans by hosting events and giveaways or providing exclusive behind-the-scenes content. However, remember that capturing the excitement and energy of the event, creating an emotional connection with the audience, and maintaining authenticity in your brand’s voice and intentions throughout the campaign are essential. 

You’ll also want to ensure your campaign adheres to trademark laws specific to NASCAR and the Daytona 500. Be sure to familiarize yourself with any restrictions or limitations regarding branding, messaging, or sponsorships to avoid any potential issues or penalties.

• Want more tips on making effective TV ads? Check out these tips from TEGNA’s Design Tank.  

5. Utilize Multiple Channels 

While live broadcast reigns supreme in Daytona 500 viewership, streaming viewership is growing. Effective campaigns utilize a cross-channel strategy with broadcast, streaming, and digital elements to meet the audience where they are. Championship teams don’t have a single strategy to win games, nor should your brand.  

Examples of Successful Daytona 500 Ad Campaigns 

While there have been numerous successful advertising campaigns at the Daytona 500 over the years, here are a few notable examples that have left a lasting impression among TEGNA audiences. Use them to inspire your next sports marketing campaign.  

Central Indiana Chevrolet Sponsors WHTR’s Sports Desk & The NASCAR Experience 

Recognizing the unique opportunity to connect with local sports enthusiasts, Chevrolet’s sponsorships of WTHR’s Sports Desk allow the auto brand to align with the excitement and passion surrounding NASCAR events. The partnership also helps demonstrate its commitment to local sports by enhancing the viewing experience with this behind-the-scenes event while reinforcing the brand’s values of passion, performance, and community involvement. 

Truist Bank Teams Up with 11Alive for Atlanta’s Sports Awards 

Presented by the Atlanta Sports Council and TEGNA’s 11Alive, the Atlanta Sports Awards honors the athletes, teams, and moments that breathe life into Atlanta’s sports scene. In 2021, NASCAR’s Chase Elliott was named Outstanding Professional Athlete.  

With its sponsorship, Truist Bank showcased its unwavering support for sports and community engagement while demonstrating its dedication to fostering a culture of excellence and empowerment both on and off the field. 

Monster Energy’s Social Responsibility On Display with NASCAR 

TEGNA’s WNEP in Scranton, Pennsylvania, reported on Monster Energy’s campaign in partnership with NASCAR for the Free Friday campaign, which offers free tickets to practices and qualifying races held at Pocono Raceway that day. By recycling one can of Monster Energy drink at a designated location, participants get free admission to the fan fair area and an autograph session. They can also view the practice for the Xfinity and Cup Series races and see the stars on an official NASCAR track. 

The campaign generates publicity and media coverage, increasing brand awareness, recognition, and brand fame among consumers, particularly within the NASCAR community. Monster Energy can also associate its brand with environmental sustainability and community engagement values to enhance its image and perception as a socially responsible and environmentally conscious company. 

Carvana Leads With Cause Marketing 

In this example reported by TEGNA’s 10 Tampa Bay, Carvana partnered with seven-time NASCAR Cup Series champion Jimmie Johnson and St. Vincent DePaul to surprise a veteran in need with a new car.  

By helping a veteran in need, Carvana’s commitment to making a positive impact beyond profit-driven endeavors is on full display. By partnering with a celebrated NASCAR champion and St. Vincent DePaul, a reputable charitable organization, Carvana also benefits from the halo effect while also enhancing its brand image, fostering positive perceptions among consumers by creating an emotional connection, and standing out in the minds of customers who value socially responsible brands. 

‘The Creator’ Activates a Creepy Campaign in Dallas

Ahead of its 2023 release, the marketing team behind the movie ‘The Creator’ activated at NASCAR’s Cup Series Playoffs. By placing AI robots around the Texas Motor Speedway, the marketing event was able to create awareness, pique interest, and enhance the event’s overall experience for attendees.  

Cross the Checkered Flag with Team TEGNA  

Our ultimate goal is to equip brands with insights to capture the hearts and minds of sports fans nationwide. Team TEGNA knows the power of cross-platform ad campaigns that combine TV, streaming, and digital assets, and we’re ready to jump-start your campaign today. With 64 broadcast stations in 51 markets nationwide, TEGNA has a unique ability to reach drivers across Broadcast, OTT Streaming, and digital solutions. Contact us today to see how we can accelerate your advertising.   

Want to learn more about sports advertising? Be sure to check out:   

• Tips & Strategies for Sports Advertising & Marketing   
• Why is Sports Marketing Important? 5 Benefits   
• Decoding The Olympics Advertising Game   
• Tackling the Power of NFL Season Advertising   
• 3 Advertising Takeaways from Super Bowl LVII 

Frequently Asked Questions 

Does NASCAR have advertising? 

NASCAR offers various advertising opportunities for brands to reach a vast audience of fans through traditional channels and innovative marketing strategies. It offers sponsorship opportunities with branding on race cars, promotional materials, driver uniforms, TV commercials, digital advertising options, on-site activations, and product placements. Outside of NASCAR, your local broadcast news station has many advertising alignments, including TV, Streaming, and Digital platforms.  

How much is an ad for the Daytona 500? 

Ad costs can vary widely depending on several factors. The event is considered a premium opportunity to reach a large and engaged audience, and the cost can range from several hundred thousand dollars to multi-million dollar partnerships. This cost reflects the significant exposure and prestige associated with the event. Partnerships and content sponsorships with your local broadcast news station may be a better option for brands working with smaller budgets looking to improve ROI.