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NASCAR Branding Success

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NASCAR Branding Success
NASCAR: A Branding Success case study

Anand Narayanan

MAR 5125 – Spring 2011

Case Summary:
In the past 60 years, National Association for Stock Car Auto Racing (NASCAR) has become one of the top auto-racing series in United States and the number one spectator sport in America.[i]
NASCAR has primarily held three national series (NASCAR Sprint Cup series, NASCAR Camping World Cup series and NASCAR Nationwide series) along with some regional and international series. Primarily, NASCAR has been a US sport but has made an attempt to reach out to world population with races held in Mexico, Canada, Australia and Japan. It currently sanctions over 1200 races on 100 tracks.
NASCAR is known for its brand alliances with fortune 500 companies from carmakers Ford, GM and Chrysler, Tobacco company R. J Reynolds, Goodyear Tires, Pepsi, Sprint Nextel, Anheuser Busch. In spite of being the second most popular game after NFL, NASCAR success has been threatened by fewer attendance and weaker financial performance of its major sponsors.
NASCAR saw its maximum growth in recent ages resulting from launch of its website driving the current viewer ship to over 6.3 million in 5 years. NASCAR saw a huge rise in television viewer ship covering 6% of US households when …show more content…
It used leaded gasoline for years after Environmental Protection Agency (EPA) asked them to quit. NASCAR protected their stand against EPA with a law which allows them to not comply. To get more environmental friendly and go green, NASCAR introduced unleaded gasoline in 2006 with its fuel partner Sunoco and EPA with ultimate aim to move to unleaded gasoline by 2007. further efforts have resulted in search of alternative fuel source with Sonoco, LEED compliant building structures, fuel efficient hybrid cars, recycling auto and track parts. This will help NASCAR attract environmentally conscious
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