NASCAR 2022: Why Your Brand Should Be Part of the Action
A conversation with NASCAR’s Jeff Wohlschlaeger
Pivoting mid-pandemic to become the first major sport to return to live broadcasts. Making a bold stance in the name of social justice and then celebrating Bubba Wallace’s historic win a year later. And of course, there’s all the classic racing moments that happened in between. NASCAR successfully overcame disruption and reinvented itself in just a few short years, with strong leadership at the helm.
Jeff Wohlschlaeger, VP, Chief Sales Officer for NASCAR, has been in the thick of it all. We sat down with him to find out what’s next for the sport, what opportunities are on the horizon for 2022, and why the NASCAR fan is a brand’s dream.
AdLarge Media: You recently moved into the position of VP, Chief Sales Officer for NASCAR. Can you tell us about your new role in the company?
Jeff Wohlschlaeger: NASCAR merged with International Speedway Corporation (ISC) in 2019 and, therefore, my new role encompasses the merged company sales verticals, which are made up of our National Sponsorship Sales group, Integrated Media which includes NASCAR Digital Media and Motor Racing Network (our radio affiliate network), and the twelve NASCAR-owned national series racetracks. My role is to manage a talented group of over fifty sellers and client service team to maximize our partnership revenue for the company.
Thanks to the work of many in our organization throughout the pandemic, our company and sport have come out better for it. The momentum we are feeling when we talk with prospects is real and I would argue there has not been a better time to do business in NASCAR over the last decade than now.
ALM: You made the switch to NASCAR from basketball almost 10 years ago. What was that transition like?
JW: I began my NASCAR career in 2012 after spending 19 years with the Chicago Bulls. I have held a number of positions within NASCAR from Event Marketing and Industry Operations, Series Marketing, Partnership Marketing, and now our Sales group.
Of course, my time with the Bulls was an amazing entry into a career in sports as I was able to be a part of the Michael Jordan era and all that came along with that once-in-a-lifetime team. However, one thing that I was told when deciding on a move to NASCAR was that I would be able to participate in initiatives that would have a lasting positive impact on the sport. It’s been so exciting to work alongside so many smart and passionate people within NASCAR.
NASCAR is a community – not only of fans but also of industry personnel – and everyone has been welcoming and proud to share the sport and their experiences with me. What I value most about NASCAR is the access we can provide to our fans and partners – I’m still amazed as to how close they are able to get to the stars of our sport (our drivers) and the cars. Our teams and personnel travel together each weekend for 10 months. The nature of our sport pulls everyone in the same direction to continually look at ways to improve our sport.
ALM: If you could pinpoint one difference between the NASCAR fan and fans of other sports, what would that be? What do you think is the biggest misconception brands have about NASCAR and its fans?
JW: One word comes to mind when I think of our fans: community. There truly is a communal feeling within our fan base; they love the sport, they want to share their passion and experiences with other fans, and they want to see the sport succeed.
The great differentiator is that our fans are acutely aware of the brands that are active in NASCAR, more so than any other sport. They understand the critical role that sponsors play in our sport and in return they actively advocate, support, and invest with those brands. It’s an incredible environment for brands to be involved in, they are woven into the fabric of our sport and our fans embrace them.
ALM: How does audio play into your sales and marketing efforts for NASCAR?
JW: The merger of NASCAR and ISC was important for a litany of reasons, however, from the sales perspective it now enables our larger team to pitch fully integrated proposals – those that include assets from all of our sales verticals. Radio, as delivered by our nearly 500 radio affiliates across the Motor Racing Network, is an extremely valuable component of all of our deals. My first job coming out of college as a journalism major was as a radio reporter on a small AM station, so I have a special place in my heart for our radio platform. I know the value of being able to communicate in real-time over the radio airwaves. NASCAR has a large component of our fan base across the country who rely on our radio affiliates to bring them their favorite sport every weekend and the excitement level of our play-by-play team is truly second to none.
We have evidence that the most successful partnerships in our sport are those that are fully integrated, and which activate assets across as many of our sales verticals as possible. MRN provides unique and creative ways for our partners to use NASCAR to drive their business as proven by the success of our MRN Sales Team in 2021.
ALM: Bubba Wallace recently made history at Talladega as the first Black man to win a CUP race in over 50 years. What do you think his win will do for the sport?
JW: First and foremost, it’s further validation that Bubba Wallace is an extremely talented racecar driver. This was a day we knew would come and we’re really happy for Bubba and his team at 23XI Racing. For it to happen in his home state of Alabama and at Talladega where Bubba and our sport went through a very difficult time last year…I think it makes the victory all the more meaningful. It was a seminal moment for our sport.
When we look at our sport now, the broad changes we’ve made and the growth that we’ve seen regarding diversity, we knew this moment was coming and coming soon. Bubba’s success is showing the world that NASCAR is a place where drivers of all backgrounds can compete and win. We’re seeing the pipeline grow with diverse drivers and owners and that’s exciting for the future of our sport.
ALM: 2022 is shaping up to be a groundbreaking year for NASCAR. What should fans be ready for, and why do you think brands should be involved in the sport? What are some exciting ways brands can take advantage of opportunities in the sport?
JW: I think the story is that you’re seeing a sport that emerged from a tumultuous and challenging year even stronger and more relevant than we were before the pandemic. We’ve shown the ability to persevere and thrive during difficult circumstances and increased our share in the process.
There is renewed energy and enthusiasm around our sport right now and we’re seeing it across a multitude of fronts…from consumption metrics to partnerships to our fan development efforts. It’s an exciting time and with a long-term plan and commitment to making bold decisions for the greater good, we’re bullish about NASCAR’s future.
2022 will bring some exciting changes that will propel our sport forward, including beginning the season with an exhibition race at the historic Los Angeles Memorial Coliseum.
Additionally, there is a ton of excitement and anticipation for the debut of the Next Gen car. Technology is at the forefront of the Next Gen car, making it more relevant to what our Original Equipment Manufacturer (OEM) partners offer in their street cars while bringing fans closer to the sport with live data coming off the car and shared across our digital platforms.
The Next Gen car is a game-changer across the board and a win for our OEMs, our race teams, and importantly, our fans.