Goldracing title car

Cascar

Nascar

Becoming a Sponsor

How to Market Your Products and Services with NASCAR Racing

  1. What are the benefits
  2. How Racing Marketing Works
  3. Cascar Racing
  4. Gold Racing Team
  5. What does a sponsor get?
  6. What does it cost?
  7. What is Associate Sponsorship?
  8. Sponsor Analysis Findings

What are the Benefits

What are the benefits of marketing your products and services through CASCAR / NASCAR Racing?

  • Stock Car Racing is the fastest-growing spectator sport in North America.
  • Over six million fans in Canada; seventy-five million in the USA.
  • Fan base spans a broad demographic - 39% are female.
  • Almost any product or service can be promoted through racing.
  • Already supported by many Fortune 500 companies because it provides excellent value compared to other forms of advertising.

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How Racing Marketing Works

  • Fan loyalty to race car drivers transfers to the products they represent.
  • Your brand is associated with youth, excitement, vitality and success.
  • Power of repetition and imprinting - race cars are rolling billboards.
  • Announcers and promoters focus attention on driver and sponsors.
  • Broad cross-media coverage flows on television, radio and newspapers.
  • Race souvenirs (cards, hats, etc.) promote your brand identity.
  • A variety of special packages (mall appearances, parades, employee participation, etc) is available to promote your products or services and enhance your brand identity.

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Cascar Racing is now the Nascar 'The Canadian Tire' Series

All races are televised and replayed on national TV SPEED Channel through out the year.

Visit their website: www.cascar.ca

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Gold Racing Team

team

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What does a sponsor get?

  • Professional Representation of your company at all times.
  • The car named after your brand ("Rogers # 97 Dodge")
  • Professional custom graphic on car, hauler, crew, etc to promote your brand identity.
    sponsors on car
  • Sponsors are named by promoters, media and race car drivers during race coverage and interviews.
  • Your company will also be promoted on our website www.goldracing.com and on the CASCAR website.
  • A variety of additional promotional services is available to help you improve your brand recognition and sell your products.

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What does it cost?

  • For full Exclusive Sponsorship
  • Full 12 race season $250,000.
  • Seven race season, Ontario & Quebec only, $150,000.
  • A one race deal in Ontario, $25,000 per race.
  • Variations negotiable.

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What is Associate Sponsorship?

  • Pro rated based on the above prices.
  • Major Sponsorship
  • Includes the hood and both quarter panels, 55%
  • Associate Sponsorship
  • Rear valence panel with spoiler 15%
  • Rear bumper 15%
  • Front bumper & nose cone 15%

Guidelines for an Associate Sponsorship

  • All sponsors get professional representation.
  • The car would be named after the major sponsor first, then associates in order of contribution.
    • Example, "Rogers, Princess Auto, Bass Proshops #97 Dodge".
  • All sponsors get professional graphics, media attention and promotional assistance.

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Sponsor Analysis Findings

Based on 2002 Survey by Joyce Julius and Associates

CASCAR SUPER SERIES

  • Race Fans are knowledgeable, loyal and passionate
  • 73% indicated that CASCAR sponsorship influenced their shopping decisions
  • Super Series TV race coverage is broadcast into 7.2 million Canadian homes
  • In the 12 race season of 2002 the TV exposure alone was worth:
    • $ 933,000 - Most-Featured car
    • $ 535,525 - average Top-Five car
    • $ 388,452 - average Top-Ten car

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