With Sunday’s Daytona 500 well within view, NASCAR is taking a new advertising approach as multi million dollar ad campaigns and a new partnership with Barstool Sports are on the way.
New president Steve Phelps and CEO Jim France are making the effort to reach a broader audience as they have struck up a strategy that will put NASCAR’s ads on 20 television markets in the country while Barstool Sports president Dave Portnoy will help create interest when he heads to Florida for the big race Sunday afternoon.
NASCAR is projected to spend $10 million and $20 million dollars on advertising according to Sports Business Journal. The ads will reach beyond NASCAR programming in an attempt to reach a broader audience, broadcasting in local FOX and NBC markets where the sport is prevalent as well markets like Cleveland and Milwaukee that do not have direct connections to NASCAR.
The core of NASCAR’s audience is getting older, and many non-fans have a misconception of the sport that keeps them from entertaining the idea of tuning in. This new strategy aims to prove those stereotypes wrong and that the product on the track is what matters.
Having made rule changes over the years for safety and competitive reasons, NASCAR is also looking to capitalize on stories within racing to keep fans invested.
“Everything we’re doing is storyline driven — the core of NASCAR is about the racing, drivers and rivalries, and that may take a different form or have a different emphasis, but the focus is on the core product,” executive vice president Jill Gregory said.
While not much has been released on just what the Barstool Sports partnership entails, it will likely help improve the image of NASCAR in the eyes of younger, digitally inclined potential fans.