2. 2
About NASCAR
• More Fortune 500 companies choose NASCAR to build their brands than any
other sport
• NASCAR ranks #1 in the U.S. in brand loyalty
• #1 spectator sport in the U.S. with an average of 100,000 fans at each NASCAR
Sprint Cup Series race.
– NASCAR races often draw larger crowds than a Super Bowl, World Series
game and NBA Finals game combined
• Forbes ranks the DAYTONA 500 the world’s #2 most valuable single-telecast
sporting event, trailing only the Super Bowl.
• NASCAR is engaging in an aggressive five-year strategic plan for growing the
sport while maintaining its most avid fans.
3. 3
“NASCAR ranks #1 among major U.S. sports when it comes to avid
fans who indicate it is important to be aware of sponsors and are
more likely to consider trying, regularly consume, recommend,
and consciously support a sponsor’s product or service.”
-Sports Business Journal
4. 4
About Front Row Motorsports
• Owned by restaurant industry entrepreneur Bob Jenkins
• Competes in NASCAR’s premier division, the NASCAR Sprint Cup
Series
• Provided over $17 MM in media equivalencies to its sponsors in 2011
• Recently recognized on Forbes.com for its unique value proposition
within the sport of NASCAR
• B2B opportunities with all FRM sponsors, including YUM! Brands and
Ford Motor Company
2012 Primary Sponsors Include
6. 6
What We Offer
Winning Drivers Hospitality and VIP Experiences Autograph Sessions
Licensing
Digital Assets
Media Rights Cause Marketing Promotional Rights
7. 7
“Front Row has a good grasp for how to leverage its status as a
challenger brand. Let’s be honest, challenger brands outnumber
market leaders by a factor of ten. As a challenger brand, they know
that by aligning themselves with other challenger brands they can
help one another.
Front Row and its business development team have just begun
their marketing journey. Time will tell if they can take their brand
to the front of the pack. But that’s a question many of us face
about the success of our organizations. I’m cheering for the CMO
who acts boldly with speed and creativity. Fortune, and the
market, will favor them.”
-Phil Johnson, Forbes
8. 8
Overview of NASCAR Team Assets
Sponsorship Opportunities
A NASCAR team sponsorship is much more than just a logo on the hood of a car— it opens your brand up to a number of opportunities
that connect with NASCAR fans and mainstream consumers alike.
Advertising and Promotions
For many companies, NASCAR team sponsorship is the cornerstone of their overall marketing program. Promotions, sweepstakes and
targeted communications give team sponsors the flexibility to attract both NASCAR fans and non-fans.
Alternate Paint Schemes
Primary sponsors are able to easily modify their car’s paint scheme to communicate promotions, sweepstakes, line extensions, new
product launches and other initiatives.
Special Paint Schemes
Whether it’s for a single event or several, special paint schemes elevate associate team sponsors to primary status, providing exposure
and brand recognition for brands with limited marketing budgets or short-term marketing programs.
Show Cars
On display at charity events, retail locations and other points of consumer contact, show cars are immediate attention-getters that draw
interest to your brand from NASCAR fans and non-fans alike.
Licensing
NASCAR licensed products provide additional exposure opportunities for team sponsors, placing their brands in categories like die-cast
cars, apparel and many others.
9. 9
Overview of NASCAR Team Assets (Continued)
Apparel
NASCAR licensed apparel not only gives fans the opportunity to show support for their favorite NASCAR drivers and teams, but also
provides incremental exposure for those teams’ sponsor brands. That exposure extends the fan-sponsor relationship beyond race day
and into fans’ everyday lives, further strengthening brand recognition and loyalty as fans make their daily purchase decisions.
Business-to-Business Opportunities
When companies become team sponsors, it opens the door to a number of ROI-generating opportunities. Many companies use their
team sponsorship as a way to build relationships with customers, suppliers, distributors, retailers and other key partners.
Team Building
NASCAR provides a unique way for companies to rally their employees around their sponsorship, creating opportunities for team
building and morale-enhancing activities as employees watch their team compete and win on the track.
Local In-Market Programs
When a NASCAR event comes to a market, it creates numerous opportunities for team sponsors to reach local consumers and leverage
the excitement of the event.
Driver Appearances
NASCAR drivers are powerful spokespeople for their team sponsors. Their accessibility to consumers and strong relationships with fans
make NASCAR drivers among the most effective brand ambassadors in sports.
Driver Endorsements
Consumers recognize NASCAR drivers and identify them with their sponsors’ brands. Over their careers, NASCAR drivers deliver massive
value in exposure and sales, elevating the relationship between their sponsors’ brands and their fans.
10. 10
Media Coverage
• NASCAR is the #2 rated sport on television, trailing only the NFL
• An average of 4.4 MM households and 6.5 MM viewers tuned into each race last season
• In 2011, viewership among males aged 18-35 was up 17% over the previous year
• Our most passionate fans consume an average of 16 hours of NASCAR-related media each week,
while 37% of NASCAR fans consume at least 9 hours a week
• Front Row Motorsports delivered over $17 million in media equivalencies to its sponsors last
season
11. 11
David Ragan
• 3 Career NASCAR Wins
(Daytona, Talladega, Bristol)
• Winner of 2011 Sprint All-
Star Showdown
• 2007 NASCAR Nationwide
Series Rookie of the Year
• Has combined to earn 29
Hometown: Unadilla, Georgia career Top-5 finishes and 83
Birthdate: December 24, 1985
Marital Status: Fiancé, Jacqueline career Top-10 finishes in
NASCAR
@David_Ragan
12. 12
David Gilliland
• One Career Win (Kentucky)
• Former Daytona 500 Pole
Winner (Fastest Qualifier)
• Finished 3rd in the 2011
Daytona 500
Hometown: Riverside, California
Birthdate: April 1, 1976
Marital Status: Wife, Michelle
• Was a high school golf
Children: Todd & Taylor
teammate to Tiger Woods
@DavidGilliland
13. 13
Josh Wise
• Leads 2012 NASCAR Sprint
Cup Series Rookie of the
Year Standings
• Has raced for NASCAR
superstars Dale Earnhardt
Jr. and Michael Waltrip
Hometown: Riverside, California
• Began racing at the age of 8
Birthdate: February 7, 1983
Marital Status: Wife, Ashley
and at the age of 16,
Children: Harlow & Remy became the youngest
@Josh_Wise
champion in United States
Auto Club history
14. Robin Johnson William Sturgill Mike Laheta
EVP & Chief Marketing Officer Director, Business Development Director, Marketing & Business Affairs
rjohnson@frontrowmotorsports.com wsturgill@frontrowmotorsports.com mlaheta@frontrowmotorsports.com
704.904.4347 859.797.0004 440.773.2701
Leading The Pack In Sponsorship Value
