NASCAR relies on CoreBrand to apply the discipline of corporate branding to its wide-open style of entertainment. From corporate positioning to naming to licensing, our work with NASCAR has spanned more than 10 years.

Situation

NASCAR, the world’s fastest growing sports brand, represents the ultimate weekend experience for millions of fans. But the National Association for Stock Car Auto Racing is also a business, responsible for 17 of the top 20 attended sporting events in the U.S., with the number two-rated regular-season sport on television with broadcasts in more than 150 countries, and 75 million fans who purchase more than $2 billion in licensed products annually. NASCAR relies on CoreBrand to apply the discipline of corporate branding to their particular style of entertainment.

Solution

In more than ten years, our work with NASCAR has included strategic corporate brand consulting, product brand positioning, web consulting and brand licensing.

We helped position the NASCAR brand and developed a new structure for how NASCAR’s 12 racing brands support each other, including a new brand for the NASCAR Touring division. We also repositioned NASCAR’s primary racing series, the NASCAR Winston Cup Series (at the time), the NASCAR Busch Series and the NASCAR Craftsman Truck Series.

By helping the organization better understand its fan base — including demographics and buying patterns and habits — they gained leverage in discussions with licensees and sponsors to extract maximum revenue. Entering its tenth year in the marketplace, the automotive aftermarket program we developed a strategy that includes some of the world’s top brands as licensees, including Mobil, WIX, Exide, Moog, Raybestos and Goodyear.