When asked to picture a typical NASCAR fan in their mind, most people would imagine something based on old and inaccurate stereotypes of the southern, beer-drinking, redneck.
Most people would be shocked to learn that they have more in common with the average, modern NASCAR fan than they might expect. We feel that it is important to shine a light on who these fans really are, and why they are important to anyone considering investing in sports sponsorship.
NASCAR is one of the most popular sports in the United States. A sport whose diverse audience measures up favorably against all of the other major U.S. sports, and has the potential to deliver serious value for those companies with target customer demographics that overlap with those of NASCAR.
The NASCAR fan is the driving force behind the power of NASCAR.
NASCAR team sponsorship is unlike any other professional team sponsorship in that the assets and rights to the team can be used across the entire country and not just in the specific city the team plays in.
The series travels to over 20 markets each year and provide sponsors with a truly national sponsorship.
Average Percentage of Event Viewed
Consumption of the sport is also evolving. While fans may not be attending the live events or tuning in on television at the rate that they were just a few short years ago, more fans are consuming NASCAR content digitally.
Every week NASCAR is the #1 or #2 sport watched on TV with over 4 million people watching weekly and more than 58 million unique viewers each year.
Perhaps the most important take away is this: NASCAR fans are brand loyal! When a new sponsor/brand enters the sport, NASCAR fans rally around that company to express their appreciation for supporting something they love. NASCAR ranks #1 among major sports in sponsor loyalty – higher than the NFL, NHL, MLB, and the NBA.