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Driving the NASCAR Boom: Creating Sticky Brands with Marketing Adrenaline

April 11, 2012

NASCAR is one of the most powerful brands in the U.S., and it enjoys some of the most rabid and loyal fans anywhere in the world. But how did this juggernaut come to be? What marketing and communications techniques does the parent brand, its largest affiliated raceways (such as the Charlotte and Bristol Motor Speedways), and its driver teams use to reach and emotionally connect with their target audiences. This will be a fascinating and fun look at one of the fastest-growing sports and the advanced event and mass-marketing techniques it’s using to stay at the front of the pack.

Mike Burch, Vice President, National Sales & Marketing, Speedway Motorsports, Inc.
Logan McCabe, Vice President, Consumer Group, Bristol Motor Speedway