71% of NASCAR Fans Will Choose a Brand Just Because They’re Sponsors
NASCAR may be changing, but the engagement remains.
The championship at Phoenix
The 2022 NASCAR season was filled with so many unexpected twists and turns, no one could predict how the wildest season in recent history would unfold. That’s all thanks to investments and shake-ups in the sport to recruit the next generation of fans. Those transformations that NASCAR started a few years ago are apparently just getting underway.
A few members of our leadership team headed down to Phoenix to witness the final races of the season. While they cheered on their favorite drivers until they were hoarse, their biggest takeaway from the event was the audience itself.
AdLarge x MRN at Phoenix
CEO and Co-Founder, Cathy Csukas commented on the experience, “There is nothing comparable to the enthusiasm, passion and loyalty of the NASCAR fans. Some of my fondest memories are watching with my father and rooting on his favorite driver, Rusty Wallace. It’s no surprise engagement continues to grow year after year with new faces and new offerings from the sport. It will always hold a special place in my heart.”
The very face of NASCAR is changing—from the audience to the sport's leadership. In addition to the increased diversity in the racing field—from the rise of Bubba Wallace’s star to the first Cup victory for a Hispanic-American driver—the sport has also welcomed its third female track owner. Latasha Causey was named the new track president at Phoenix Raceway, making her the first black woman to hold this position.
NASCAR’s efforts to reshape the sport are paying off in the form of new fans. Nearly 4 in 10 NASCAR fans are female, while 1 in 4 identify as non-white and 1 in 3 fall into the key Gen Z/Millennial demo. You’re reaching this new NASCAR audience with a NASCAR audio sponsorship. The broadcast doesn't just air on AM/FM, it's on NASCAR.com, SiriusXM and our spots are airing there too meeting fans wherever they are, however they listen.
For EVP of Audio Sales Robin Sloan, this was a great re-entry into the sport. “Between the sheer scale of the event, the level of access to the drivers, and the overall energy of the crowd—it proves once again that this is a truly unique experience unlike other sporting events I’ve attended.” Robin continues, “The passion and incredible loyalty that fans feel for NASCAR is contagious and I have added this to the list of sports that I am obsessed with.”
That passion spills over to the support of companies that make the sport possible. NASCAR fans know that the sponsors power their favorite teams and drivers and are more likely to be loyal to those brands.
An independent study from Performance Research surveyed over 1,000 NASCAR fans nationwide at random and found some eye-opening insights. Nearly 6 in 10 fans said they have a higher level of trust for products offered by NASCAR sponsors. While over 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.
This is extremely valuable for advertisers who want to do more than just simply reach an audience. NASCAR is the only live sports platform that can generate a halo effect for brands like this. Sponsorships and custom content from our motor racing audio partners can help your brand achieve that and more in 2023.