I decided to examine the “synergy,” “extension,” and “franchising” techniques utilized by the National Association for Stock Car Auto Racing (NASCAR) through a case study of the driver Dale Earnhardt Jr. Dale Jr., as he known to his legions of adoring fans, has been voted the most popular driver in NASCAR since 2003. NASCAR is an attractive area of study because it is the United States number one spectator sport, it's fans are the most brand loyal in all of sport, and more Fortune 500 companies are involved with NASCAR than with any other sport.
SYNERGY
In 2005, PSB named NASCAR the United States #2 brand. That same year $2.1 billion worth of licensed NASCAR branded products were sold. Dale Jr. accounted for 25% of driver related licensed NASCAR merchandise sales during that time period. Dale is also a spokesman for Budweiser, who sponsors his #8 Chevy racing car. Dale also proves that girls do go nuts for Wrangler butts, as he is an official spokesman for that esteemed company. For a mere $27.95 ou can also join Jr. Nation and become an official member of his fan club. You will then be privy to discounts at his museum and the accompanying store located in Mooresville, NC. For all you hardcore fans the NASCAR website offers a fan community where you can create a profile, share videos, blog, chat, and message board with other members. Last but not least, the premiere tier of stock car racing is the Nextel Cup. The 2nd tier league is called the Busch Series.
EXTENSION
In addition to being one of America's most well attended sports, NASCAR also has lucrative television deals with TNT, ABC and ESPN. EA Sports produces the wildly popular NASCAR 08 which is available on several platforms including Playstation 2, Playstation 3, and XBOX 360. The game allows you to race as Dale Jr. and most other NASCAR drivers. You can also play fantasy NASCAR. Dale Jr. also has his own show on XM satellite Radio titled "Dale Jr's Unrestricted." Dale has also appeared on television commercials for ESPN's Sports Center and in the film "Talladega Nights: The Ballad of Ricky Bobby."
FRANCHISING
This past May NASCAR released its first comic, "NASCAR Heroes." The comic joins a long line of NASCAR related literature that is available through the NASCAR library. Of course NASCAR was eager to get the kids into mom and dads pocketbooks. In 2004 they teamed with Cartoon Network to bring NASCARtoons into the living room. There are also a long line of NASCAR remote control cars and other toys that could keep the kids busy for hours.
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6 comments:
Hey D. L.....I hope that doesn't stand for "dead last". But, I can't help it...I don't get NASCAR. Is it just a construct that's wrong on so many levels...ecology, energy conservation, driving models, conspicuous consumption, promotion of dangerous products, etc, etc....maybe the "payoff" is when one of the geniuses behind the wheel gets introduced to the wall @195 MPH. Anyway, I know this is about your blog and not my opinions on NASCAR, But I couldn't resist. Yhe first thing I read about blogs was that it was your "oersonal pulpit"..thanks for reading. later, D-Dog.
NASCAR, 'come along for the ride'. You have got to thank those good people from the south for making this one of the most profitable sports (if you can call it that)organizations within recent years. I don't get what the the big attraction is, but I've heard you won't understand the whole sport until you sit in on a race. I've heard there is nothing like being in the grandstand with a Budweiser (sloganed by Earnhadrt)in one hand a cigarette in another and a Tony Burton #13 cap that lays upon your freshly cut mullet.
As a person that does watch and cover sports, It's noticable especially recently all the new programming that is covering NASCAR. There is the new 'Draft Track' devoted to mechanisms of car racing as well as ULTIMATE NASCAR, 100 Defining Moments in NASCAR. I never remember ever seeing shows like this 6-10 years ago, and I only think it will get bigger.
I agree with Jackbenimble, I really don’t understand what the big attraction of NASCAR is. I can see why someone like Dale Earnhardt Jr. is used in commercials to promote products, but I personally am not going to go out and buy Budweiser because Earnhardt Jr. drinks it. Nonetheless, NASCAR is popular among a large group of people, and capitalizing on it seems only natural. One thing that I did find out after doing some Google searching, is that there is a tech school you can attend in North Carolina that “is the country's first technical training school to combine a complete automotive technology program and a NASCAR-specific motor sports program, and is the exclusive educational partner of NASCAR” https://www.uticorp.com/default.aspx?tabid=40. Who knew…
I have to agree with everyone when they say they don't understand the attraction of NASCAR. I have been told that the first 200 laps are more for socializing and it is only in the last 100 laps or so that people actually sit down to watch the race. I guess part of the appeal is the community of people who attend these races.
I just wanted to point out that the movie CARS could have been an advertisement for NASCAR, though I don't think NASCAR had anything to do with the movie itself.
At first I would not have imagined (not being the TV junkie that you want) that NASCAR could extend themselves like you describe... this one was an interesting lesson for me...
I get the tonka truck and hot wheels element of racing spin-offs, but many of the extensions where really showing the incredible diversity a corporation can bring to bear on its identity and franchising options. Well done.
I enjoyed how you also took a premiere example of a 'name' made by NASCAR -- and how this 'name' gets extended in an effort to pass synergy on to various products like Bud and Wrangler. The whole effect is to create a Blue State of product identity... a dixieland of corporate claims on the public imagination.
THanks for the great job of embedding texts and links, I spent some time combing your blog and enjoying the depth you brought to bear on your topics this way.
I dont really know much about NASCAR. My first time seeing the brand NASCAR is from a car racing video game, and the second time i see it, it was from television.
I am not such a big fan of NASCAR, so i dont really watch car racing or pay much attention into it.
But I learned a bit more about it through your blog. Thank you for a nice work.
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