NASCAR fans are arguably the most brand-loyal fans around. They come to the races. They know who the official NASCAR sponsors are and studiously purchase those brands’ products. However, some NASCAR fans are pulling away because of the costs to travel to racetracks, NASCAR rule changes and disappointment with the at-track entertainment and experiences, according to a July article from USA Today.
The challenge then for the CMO is to not only keep those loyal fans happy and passionate, but to attract new fans to the sport.
Jill Gregory, senior vice president and CMO of NASCAR, spoke with Inc. about that challenge and why the racecar drivers are the unifying force. She also talks about the brand’s major shift to lead marketing with digital and social content, including on NASCAR.com, apps and social media and other topics. Get the details here …