Everything You Need to Know About NASCAR Advertising
NASCAR has entrenched itself as a premier sporting event with a large and engaged fanbase, translating into tangible results for brands that advertise and sponsor NASCAR content.
NASCAR’s Longstanding Reach
Since its inception in 1948, NASCAR has become a cultural phenomenon featuring big names like Dale Earnhardt, Jimmie Johnson, and Richard Petty. It draws millions of viewers to its races yearly with events like the Daytona 500. In the 2023 season alone, NASCAR races averaged an impressive 2.86 million viewers.
It’s also been one of America’s premier sporting events … events that advertisers have long been able to take advantage of to fuel their brands to the finish line and accomplish their marketing goals.
That’s because NASCAR’s fan base is 70 million strong and growing, engaged, and fiercely loyal to the sport and the brands that sponsor and advertise it. An independent study from Performance Research found:
- 6 in 10 fans said they have a higher level of trust for products offered by NASCAR sponsors.
- More than 7 in 10 reported that they “Almost always” or “Frequently” choose a product involved in NASCAR over one that is not, simply because they are a sponsor.
What does this mean for brand advertising?
With a large, engaged, and loyal audience, NASCAR presents a golden opportunity for brands to showcase their products and services to a growing audience. Here’s everything your brand needs to know to reach this audience and reach marketing and advertising goals.
Why NASCAR Is A Great Sport For Advertisers
With each passing year, NASCAR’s influence has only grown, solidifying its status as a cornerstone of American sports culture. For advertisers seeking to connect with a wide-ranging audience of passionate fans, NASCAR presents a compelling and lucrative opportunity. Here’s why NASCAR stands out as an excellent sport for advertisers:
1. NASCAR Has A Strong Digital Reach
To connect with a younger audience, NASCAR has enthusiastically embraced digital platforms and expanded its reach through initiatives like NASCAR Digital, encompassing the official website, mobile app, RaceView app, social media channels, and YouTube. NASCAR Digital accounts for approximately two-thirds of all online NASCAR racing views, presenting advertisers with a lucrative avenue to engage with tech-savvy fans.
NASCAR is also jumping to streaming in 2025, with new 7-year deals with new broadcast and streaming partners, including Amazon, Fox, NBC, TNT Sports, and The CW. It’s a great move designed to bring in new viewers, as former Turner president David Levy told Front Office Sports, “You also have to fish where the fish are — where the viewers are going. And the viewers are obviously going to streaming services.”
2. Leverage the Halo Effect from NASCAR Superstars
NASCAR boasts a roster of charismatic and highly influential drivers who command significant attention on and off the track – and Netflix’s new 5-part documentary series, NASCAR: Full Speed – has put its stars in the limelight.
By aligning with these superstars, advertisers can leverage the halo effect, wherein the positive attributes of these athletes extend to the brands they endorse, fostering trust and credibility among fans.
3. Strengthen Brand Loyalty with Dedicated NASCAR Audiences
Research conducted by MarketCast in 2021 found that NASCAR fans are the most brand-loyal fans in sports, as 4 in 5 NASCAR fans believe it is essential to be aware of the sport’s official sponsors. The NASCAR audience is also the most likely in sports to support (67%), try (65%), and recommend (64%) a product or service if they are a NASCAR sponsor.
The MarketCast Sports Poll also reveals that NASCAR ranks first among sports industry executives in creating opportunities for sponsors to engage with their brands, with 35 percent of executives acknowledging NASCAR’s leadership in this aspect, outperforming all other major sports leagues.
This dominance in fan loyalty has significant implications for the sport. Primarily, it puts sponsors in a fantastic pole position. By engaging with this passionate fanbase, advertisers have the opportunity to forge deep connections and cultivate brand loyalty that transcends mere consumerism.
4. Connect with Live Audiences
Engaging with a live audience offers numerous advantages beyond the substantial viewership numbers. Live audiences cannot fast-forward through commercials and remain actively involved in the moment. For instance, during events like the Super Bowl, there’s typically a surge in searches for advertising brands, indicating immediate engagement. While not reaching the same magnitude as the Super Bowl, this pattern holds true for other live events and big games.
Furthermore, most sports consumption occurs on large screens, as highlighted in a 2022 study from MediaScience comparing ad recall on TV and streaming versus digital — essentially, big screens versus small screens.
Moreover, advertising alongside live events on appointment TV often generates substantial word-of-mouth marketing. Audiences frequently discuss these events with friends the following day, whether in person, on social media platforms, or in group chats. Brands with memorable ads quickly become part of these conversations, amplifying their reach and impact.
5. Engage Large, Live Crowds
Beyond its televised and digital audiences, NASCAR events attract massive crowds of fervent supporters. Advertisers can capitalize on this captive audience by implementing experiential marketing strategies that resonate with attendees, amplifying brand visibility and engagement.
For example, before 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.
6. NASCAR Sponsorship Offers Five Entry Points
NASCAR’s sponsorship ecosystem encompasses a variety of entry points, including league-wide partnerships, team sponsorships, driver endorsements, track affiliations, and media collaborations. This versatility allows advertisers to tailor their engagement strategies to align with specific objectives and target demographics.
1. League Sponsorship: Involves a broad affiliation with NASCAR as a whole rather than with individual teams, drivers, tracks, or media outlets. These partnerships may involve naming rights for series or races, logo placement on official NASCAR materials, and integration into promotional activities.
2. Team Sponsorship: Involves an affiliation with a specific racing team within the NASCAR circuit. Team sponsors may prominently display their logos on their race cars, driver uniforms, and equipment. They can also align with team-related promotional activities, hospitality events, media appearances, and the team’s success on the track.
3. Driver Sponsorship: Involves affiliation with a specific driver in which sponsors typically have their logos prominently featured on the driver’s racing suit, helmet, and car. They may also receive recognition through the driver’s media appearances and benefit from association with the driver’s performance on the track.
4. Track Sponsorship: A partnership between a brand and a specific race track where NASCAR events occur. Track sponsors may prominently display their logos throughout the race track, including signage, banners, and other promotional materials. They may also receive recognition through track-related promotional activities, hospitality events, and media coverage surrounding NASCAR events held at the track.
5. Media Sponsorship: NASCAR media sponsorships offer companies a targeted way to reach fans and audiences who follow NASCAR through various media channels, such as local news broadcasts and sports reports. By aligning their brand with trusted and influential media outlets covering the sport, sponsors can enhance their visibility and credibility among NASCAR enthusiasts.
The Best NASCAR Ads
Driver Sponsorship: In one of the league’s most successful partnerships, five championships and 62 victories with Jimmie Johnson have provided boundless TV exposure and brand awareness for Lowe’s home improvement warehouse.
Track Sponsorship: 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 even 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.
Media Sponsorship: 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.
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
- The Power of Local Sports Sponsorships: How Can Your Brand Get in on the Action?
- Decoding The Olympics Advertising Game
- Tackling the Power of NFL Season Advertising
- 3 Advertising Takeaways from Super Bowl LVII
Frequently Asked Questions
Who are the most prominent NASCAR sponsorships?
The most prominent NASCAR sponsorships typically involve major corporations and brands that invest significant financial resources into partnerships with teams, drivers, tracks, and the NASCAR organization itself. Some of the most prominent NASCAR sponsorships in recent years have included Monster Energy, Coca-Cola, and Lowe’s.
Does NASCAR have commercials?
Yes, NASCAR events typically have commercial breaks that occur intermittently throughout the race, allowing advertisers to air commercials to viewers watching the broadcast. In addition, NASCAR events may also feature sponsor advertisements displayed prominently around the race track, on race cars, and driver uniforms. These sponsorships contribute to the sport’s overall commercial presence and marketing opportunities.
What do NASCAR sponsors pay for?
NASCAR sponsors pay for a wide range of opportunities to connect with fans, engage with the NASCAR community, and promote their brand within the sport. These opportunities include but are not limited to brand visibility (logos and branding), marketing and promotions (ad campaigns, social media promotions, and public relations), hospitality and experiences (VIP events, access to premium seating, hospitality suites, driver meet-and-greets, and behind-the-scenes tours), and licensing and merchandising (licensing agreements to use NASCAR logos, trademarks, and intellectual property in their own marketing materials, advertisements, and merchandise).
