THE POWER OF NASCAR

• #1 sport in fan brand loyalty – NASCAR fans are 3 times as likely as non-fans to try and purchase NASCAR sponsors’ products and services1
• #1 spectator sport, with 17 of the top 20 highest attended sporting events in the U.S.
• #2 rated regular season sport on television with world class broadcast partners FOX, TNT, ABC, ESPN, ESPN2, SPEED, and DIRECTV (HotPass)2
• Televised weekly in more than 150 countries around the world and in more than 30 languages
• Dedicated 24-hour NASCAR channel on Sirius Satellite Radio, which also offers multiple race-day channels that feature real-time driver/team audio
• NASCAR.COM attracts nearly 4 million unique users per month and provides live streaming video and other rich multimedia content
• NASCAR sanctions more than 1,200 races at 100 tracks across more than 30 U.S. states, Canada, and Mexico
• NASCAR has 3 national racing series, 4 regional racing series, and 1 local racing series, as well as 2 international racing series
• NASCAR races often draw larger crowds than a Super Bowl, NBA Finals game, and World Series game combined
• An average of 120,000+ attendees at each NASCAR Sprint Cup Series race3
• Forbes magazine ranks the Daytona 500 as the world’s #4 most valuable sporting event brand (and the #2 most valuable annual sporting event, trailing only the Super Bowl). The Daytona 500 ranks ahead of the NCAA Men’s Final Four, Winter Olympic Games, World Series, and NBA Finals
• NASCAR Sprint Cup Series events typically add $100-$200 million to local and regional economies
• Year-round competition-based marketing platforms, including the 10-race Chase for the NASCAR Sprint Cup
• More Fortune 500 companies rely on NASCAR to build their brands than any other sport
• Sponsors participating in the national racing series of NASCAR gained a record of more than $8 billion in total on-screen exposure value in 20074
• Based in Daytona Beach (FL), NASCAR has offices in New York, Los Angeles, Charlotte (NC), Concord (NC), Conover (NC), Bentonville (AR), Mexico City and Toronto

CASE STUDIES

Proven Results

Office Depot
Fast Return on Investment
After becoming the Official Office Products Supplier of NASCAR in 2005, Office Depot attracted over 100,000 entries for its “Official Small Business of NASCAR” promotion, as well as generating 26-55% sales increases in joint promotions with 3M and Sharpie

Gillette
A Groundbreaking Spokesperson Package
In 2004, Gillette designated six of the hottest drivers in NASCAR as the “Gillette Young Guns.” This unprecedented spokesperson package has resonated strongly with the young male demographic; Gillette subsequently allocates 10% of its ad budget to NASCAR.

CVS
Leveraging the NASCAR Marketing Calendar
In September 2005, CVS/pharmacy held a targeted, month-long promotion leading up to and celebrating the start of the Chase for the NASCAR Sprint Cup. The promotion encouraged shoppers to purchase partner brands using their CVS ExtraCare loyalty cards.

Best Western
Its Single Biggest Marketing Initiative
Utilizing popular NASCAR Sprint Cup Series driver Michael Waltrip as spokesperson, Best Western has made its NASCAR partnership the single biggest marketing initiative in company history.

PARTNERS

The list of NASCAR marketing partners and official sponsors represents a diverse and powerful cross-section of companies and brands.

America Online (Online Partner of NASCAR.COM)
APlus (Official Convenience Store)
Bank of America (Official Bank, Checking, Savings, Credit/Debit, Mutual Funds and Security Brokerage)
Best Western (Official Hotel)
Chevrolet (Impala) (Official Pace Car, Official Passenger Car)
Coca-Cola (Official Non-Alcoholic Beverage)
Combos (Mars Inc.) (Official Cheese-Filled)
Coors Light (Official Beer)
Country Crock (Unilever) (Proud Sponsor of NASCAR)
Craftsman Tools (Official Tools)
Daytona 500 Experience (Official Attraction)
Diageo (Official Wine)
DIRECTV (Official Partner of NASCAR)
Dodge (Official Passenger Car)
Domino's Pizza (Official Pizza of NASCAR)
DuPont Performance (Official Finish)
DuPont Tyvek (NASCAR Prefers Tyvek)
Duracell (Official Alkaline Battery)
Eastman Kodak (Official Imaging Partner)
Enterprise Rent-A-Car (Offical Rent-A-Car Company)
Featherlite Coaches (Official Luxury Coach of NASCAR)
Featherlite Trailers (Official Trailers of NASCAR)
Ford Trucks (Official Truck of NASCAR)
Freightliner Trucks (Official Hauler)
Gillette (Official Shaving Product)
Goodyear (Exclusive Tire Supplier)
Gulfstream (NASCAR Prefers Gulfstream)
Hellmann's (Unilever) (Proud Sponsor of NASCAR)
Ingersoll-Rand Company (Official Partner of NASCAR)
Kellogg's (Official Breakfast Food/Fruit Flavored Snacks)
Klondike (Unilever) (Proud Sponsor of NASCAR)
Lawry's (Unilever) (Proud Sponsor of NASCAR)
Lipton (Unilever) (Proud Sponsor of NASCAR)
M&M'S (Mars Snackfood US) (The Official Chocolate of NASCAR)
Nabisco (Kraft) (Official Cookies and Crackers of NASCAR)
Nationwide (Official Insurance)
NicoDerm (Proud Sponsor of NASCAR)
Office Depot (Official Office Supply/Products Provider)
Old Spice (Official Antiperspirant, Deodorant & Bodywash)
Pedigree (Mars Petfood US) (Pedigree NASCAR Fans' Best Friend)
Prislosec OTC (Official Frequent Heartburn Remedy)
Ragu (Unilever) (Proud Sponsor of NASCAR)
Safety-Kleen (Proud Sponsor of NASCAR)
Sirius Satellite Radio (Official Satellite Radio Partner of NASCAR)
Snickers (Mars Snackfood US) (Official Chocolate Bar)
Sony (Official Consumer Electronics)
Sprint (Official Series Sponsor)
Sunoco (Official Fuel)
The Home Depot (Official Home Improvement Warehouse)
Tissot (Official Timekeeper and Official Watch of NASCAR)
Top-Flite (Official Golf Balls)
Toyota (Official Passenger Car of NASCAR)
Tylenol (Official Partner of NASCAR)
UPS (Official Delivery Service)
USG (Official Partner of NASCAR)
Visa (Official Card)
Wishbone (Unilever) (Proud Sponsor of NASCAR)
Yardman (MTD Products) (Official Lawn & Garden Equipment of NASCAR)

AUTOMOTIVE AFTERMARKET COMPANIES
3M Automotive Aftermarket Division
Aero Exhaust
BWD Automotive
Canadian Tire Incorporated
Carrillo Industries, Inc.
COMP Cams
CSK ProShops
Dow Automotive
Denso
Edelbrock
Exide Technologies
ExxonMobil Lubricants
Federal Mogul Corporation
Goodyear Gemini
Goodyear Tire & Rubber Co.
Goodyear Belts & Hoses/Veyance Technologies
Holley
Autolite (A Honeywell Car Care Product)
JE Pistons
Lincoln Electric
MAHLE/Clevite
Mechanix Wear
Midtronics, Inc.
Raybestos
Safelite Auto Glass
Safety-Kleen Systems, Inc.
Schumacher Electric
Sellars Wipers & Sorbents
Sunoco Ultra Service
Total Resources International (TRI)
UL Enterprises
Universal Technical Institute, Inc.
Victory Wheels
Whelen
WIX

ENTITLEMENT SPONSORS
Camping World (Official Series Sponsor, Elite Division)
Whelen (Whelen Modified/Whelen Southern Modified Tour)