2. Why NASCAR?
NASCAR Viewership
• NASCAR is the No. 1 spectator sport, boasting 17 of the top 20 highest attended
sporting events in the U.S., and is the No. 2 rated regular-season sport on television.
• NASCAR is the # 1 sport in terms of consumer product brand loyalty. NASCAR fans
are 75% more likely to purchase items which are endorsed by NASCAR or a favorite
driver.
• More Fortune 500 companies rely on NASCAR to build their brands than any other
sport.
• NASCAR is the #2-rated regular-season sport on U.S. television, just behind football.
• NASCAR is the #1 motorsports series on television.
• NASCAR outperforms 75% of primetime TV, and 100% of all late night comedy
shows.
• 1/3 of the U.S. Population are NASCAR Fans.
• 89% of NASCAR fans agree that when a NASCAR logo is associated with a company,
that company delivers quality.
• Because of the vast viewership, annual NASCAR Car Sponsors secure approximately
$5 billion in added television exposure.
3. Who Watches NASCAR?
NASCAR Demographic Breakdown
• The NASCAR fan base is 59% Male and 41% Female
• NASCAR fans are 25-54
• NASCAR fans median household income is $50K+/yr
• NASCAR is a sport the whole family can enjoy: 43% have children under the age of
18.
• NASCAR fans live in regions that mirror the U.S. population, as they are within 2
percentage points of the US. Population in every region.
Age Age 65+ Age 18 24
Gender
15% 12%
Age 25 34
Age 55 64 17% Women
15% 41%
Men
Age 35 44 59%
Age 45 54 20%
21%
HHI
$150,000+
HHI <$20,000
9%
13%
HHI $20
29,999
10%
0% Household
HHI $75 149,999
HHI $30 39,999
28% Income
9%
HHI $40
49,999 HHI
10% $50 HHI $60 74,999
59,999
, 13%
8%
4. Who Sponsors NASCAR?
NASCAR Sponsorship
NASCAR racing is more sponsor-oriented than any other sport in the world. NASCAR fans
are extremely brand-loyal; according to RaceStat, a syndicated NASCAR research project,
75 percent of the NASCAR audience reported that they “almost always” or “frequently”
choose a product involved in NASCAR over one that is not, simply because of the
sponsorship. Below is the tentative list of current 2010 sponsors.
1800GOGUARD.COM BURGER KING HEFTY QUICKLANE TIRE & AUTO
3M BUSH’S BAKED BEANS HOME DEPOT CENTER
AAA CALIFORNIA OUTDOOR HUNT BROTHERS PIZZA RAIN X BRAND
AARON’S DRUM MACHINE HERITAGE ALLIANCE IDG RED BULL
ACADEMY SPORTS CANICS.COM INTERSTATE BATTERIES REESES/HERSHEYS
AFLAC CARQUEST JACK DANIELS ROMEO GUEST
AIR COMBAT CAT FINANCIAL KELLOGGS ASSOCIATES
ALLEGRO MARINADE CATERPILLAR KIMBERLY CLARKE SCOTT’S MIRACLE GRO
ALPHA NATURAL CHARTER KINGSFORD CHARCOAL SHELL
RESOURCES COMMUNICATIONS LANCE SNACKS SNICKERS
AMP ENERGY DRINK CHEERIOS LENOX INDUSTRIAL SPRINTER TRUCKING
ARMY NATIONAL GUARD CHOCTAW CASINO LITTLE DEBBIES STANLEY TOOLS
ASK.COM CINNABON LIVE WIRE SUBWAY
AVAYA CLOROX LOWE’S SUPER 8 MOTELS
BASS PRO SHOPS COBALT TOOLS M&M’S SYNTEL
BB&T BANK COCA COLA MENARDS TARGET
BERLIN CITY AUTO GROUP COLEMAN NATURAL MICCOSUKEE INDIAN TAXSLAYER.COM
BEST BUY FOODS GAMING RESORTS THE HARTFORD
BEST WESTERN CORE CONSTRUCTION MICROSOFT TUMS
BETTY CROCKER CROWN ROYAL MILLER/MILLER LITE UPS
BLUE FROG ENERGY CURTIS STEEL MOBIL 1 US AIR FORCE
BUDWEISER DELL MOTORCRAFT US ARMY
DELPHI MOUNTAIN DEW US CHROME
DIRECT TV NAPA AUTO PARTS VALVOLINE
DLP NATIONAL GUARD YOUTH VERIZON
DODGE CHALLENGE PROGRAM WAVE ENERGY DRINK
DUPONT NORTHERN TOOL & WIX FILERS
EFUSJON ENERGY CLUB EQUIPMENT CHEVROLET
EMC OFFICE DEPOT DODGE
EXTENZE OLD SPICE FORD
FAB GRILLS PEDIGREE DOG FOOD TOYOTA
FANCAR PENNZOIL
FARM BUREAU INSURANCE PENSKE
FED EX PEPSI
FLIP N BAGS POLARIS
FRED’S HOMETOWN PPG
DISCOUNT STORE
FURNITURE ROW
GEICO
GENERAL MILLS
GO ARMY
GODADDY.COM
HAAS AUTOMATION
HARRAH’S
5. Who is NEMCO
Motorsports?
NEMCO Motorsports
• NEMCO Motosports is owned by legendary NASCAR driver Joe Nemechek and his
family. It was founded in 1990 to start Joe Nemechek’s NASCAR Busch Series racing
program.
• NEMCO has had more than 28 NASCAR wins.
• NEMCO has had various prestigious sponsors, including Burger King, Bell South, Dentyne,
Cellular One, Sara Lee/Hills Bros., Kleenex, Bully Hill Vineyards and the U.S. Army.
6. Why Joe Nemechek?
Front Row Joe
Joe began his racing career at age 13 in motocross racing. He won more than 300
events, before turning to stock cars in the 1980’s. He ran his first full season in
the NASCAR Busch Series in 1990, capturing Rookie of the Year honors. Two years
later, Joe went on to win the 1992 NASCAR Busch Series Championship Title. Since
then, Joe’s fan base has skyrocketed, making him one of the most beloved drivers in
NASCAR. Joe’s fans named him “Front Row Joe”
for his 28 pole starting positions, 20 wins, and
283 top-10 finishes in the NASCAR Sprint Cup
Series and NASCAR Nationwide Series. Joe’s
fans are not only impressed with Joe’s on track
accomplishments, but also his life off the track.
Joe’s family is active within the NEMCO team.
Joe’s wife Andrea and 3 children, John Hunter,
Blair and Kennedy, are at all of Joe’s major events.
His parents, Martha and “Papa Joe,” are his
biggest fans and supporters.
7. Sprint Cup & Nationwide
Sponsorships
Sponsorship Options
There are various sponsorship package options for the Sprint Cup & Nationwide
Sponsorship. Each city’s Sprint Cup and Nationwide races are typically run within the
same weekend, so in order to receive the most exposure, it is best to package the
two together and sponsor both events. Each event has its own unique attributes. A
breakdown of the available packages can be found on the following pages and include:
• Sprint Cup & Nationwide combined
• 1 Weekend
• 3 Weekends
• 6 Weekends
• All Weekends
• Sprint Cup 1 Weekend
• Nationwide Cup 1 Weekend
Sprint Cup
• #2 regular season sport on television
• #1 motorsports series on television
• Outperforms 75% of primetime TV and
all late night comedy shows.
Nationwide Series
• #2 motorsports series on television
• #3 regular season sport on cable
television
• #1 motorsports series on ESPN2
8. Sprint Cup & Nationwide
Combo Sponsorships
Weekend Packages
In order to receive the most exposure and consumer loyalty, we suggest sponsoring
both the Sprint Cup and Nationwide Series. Global Media Minds will facilitate all
activation costs associated with Sponsorship. Additional traditional marketing
opportunities will be customized on a per client basis and will be included with
each sponsorship package (see page 12 for further info.)
1 Weekend (1 Sprint Cup Race and 1 Nationwide Race)
Items included in this package:
• Race Car Paint • Link on Joe Nemechek Web Page and inclusion in
• Driver’s Helmet NEMCO Monthly Newsletter
• Driver’s Uniform • Garage and Pit Tours
• Crew Helmets • Hospitality Appearance at Track
• Crew Uniforms • All Access Garage Passes
• Driver Hero Cards • Public Relations person at each race
• Pit Box decal • B to B Opportunities
• Banners • Ability to Promote and Sell Products at Race Shop
• NEMCO Shop Signage • Licensing
3 Weekends (3 Sprint Cup Races and 3 Nationwide Races)
Items included in this package:
• Race Car Paint • Link on Joe Nemechek Web Page and
• Driver’s Helmet inclusion in NEMCO Monthly Newsletter
• Driver’s Uniform • Garage and Pit Tours
• Crew Helmets • Hospitality Appearance at Track
• Crew Uniforms • All Access Garage Passes
• Driver Hero Cards • Public Relations person at each race
• Pit Box decal • B to B Opportunities
• Banners • Ability to Promote and Sell Products at
• NEMCO Shop Signage Race Shop
• Licensing
CALL FOR
DISCOUNTED PRICES
TODAY!
9. Sprint Cup & Nationwide
Sponsorships (continued)
6 Weekends (6 Sprint Cup Races and 6 Nationwide Races)
Items included in this package:
• Race Car Paint • Link on Joe Nemechek Web Page and inclusion in
• Driver’s Helmet NEMCO Monthly Newsletter
• Driver’s Uniform • Garage and Pit Tours
• Crew Helmets • Hospitality Appearance at Track
• Crew Uniforms • All Access Garage Passes
• Driver Hero Cards • Public Relations person at each race
• Pit Box decal • B to B Opportunities
• Car Covers • Ability to Promote and Sell Products at Race Shop
• Banners • Licensing
• NEMCO Shop Signage
All Weekends (32 Sprint Cup Races and 32 Nationwide Races)
Items included in this package:
• Race Car Paint • Link on Joe Nemechek Web Page and in-
• Driver’s Helmet clusion in NEMCO Monthly Newsletter
• Driver’s Uniform • Garage and Pit Tours
• Crew Helmets • Hospitality Appearance at Track
• Crew Uniforms • All Access Garage Passes
• Driver Hero Cards • Public Relations person at each race
• Pit Box decal • B to B Opportunities
• Car Covers • Ability to Promote and Sell Products at
• Banners Race Shop
• NEMCO Shop Signage • Licensing
CALL FOR
DISCOUNTED PRICES
TODAY!
10. Sprint Cup & Nationwide
Sample Sponsorship Package
3 Weekends (3 Sprint Cup Races and 3 Nationwide Races)
Items included in this package:
• Race Car Paint • Link on Joe Nemechek Web Page and inclusion in
• Driver’s Helmet NEMCO Monthly Newsletter
• Driver’s Uniform • Garage and Pit Tours
• Crew Helmets • Hospitality Appearance at Track
• Crew Uniforms • All Access Garage Passes
• Driver Hero Cards • Public Relations person at each race
• Pit Box decal • B to B Opportunities
• Banners • Ability to Promote and Sell Products at Race Shop
• NEMCO Shop Signage • Licensing
1st Available Package
• Bristol, TN- Nationwide 3/20
• Bristol, TN- Sprint Cup 3/21
• Martinsville, VA- Sprint Cup 3/28
• Nashville, TN- Nationwide 4/3
• Phoenix, AZ- Nationwide 4/9
• Phoenix, AZ- Sprint Cup 4/10
• Commitment Needs to be Made by February 5, 2010 in order
to take advantage of this package.
CALL FOR
DISCOUNTED PRICES
TODAY!
11. Single Race Sponsorships
1 Sprint Cup Race
Items included in this package:
• Race Car Paint • Link on Joe Nemechek Web Page and inclusion in
• Driver’s Helmet NEMCO Monthly Newsletter
• Driver’s Uniform • Garage and Pit Tours
• Crew Helmets • Hospitality Appearance at Track
• Driver Hero Cards • All Access Garage Passes
• Pit Box decal • Public Relations person at each race
• Banners • B to B Opportunities
• NEMCO Shop Signage • Ability to Promote and Sell Products at Race Shop
• Licensing
1 Nationwide Race
Items included in this package:
• Race Car Paint • Link on Joe Nemechek Web Page and
• Driver’s Helmet inclusion in NEMCO Monthly Newsletter
• Driver’s Uniform • Garage and Pit Tours
• Crew Helmets • Hospitality Appearance at Track
• Driver Hero Cards • All Access Garage Passes
• Pit Box decal • Public Relations person at each race
• Banners • B to B Opportunities
• NEMCO Shop Signage • Ability to Promote and Sell Products at
Race Shop
• Licensing
CALL FOR
DISCOUNTED PRICES
TODAY!
12. Added Sponsor Exposure
Added Marketing Opportunities Included with Sponsorship
Because Global Media Minds is a national
advertising agency, customized marketing
plans will be included in each sponsorship
package at no cost. Marketing plans will
be put together on a per client basis based
upon sponsor demographics and overall
marketing and advertising initiatives.
These plans will add millions of additional
impressions to each sponsor. Packages may
include print, online or mobile marketing.
Effects of Combining Online
Online Marketing Media with Television
Index Vs. TV alone; TV alone = 100
Online Marketing will be combined with sponsorship Aided Brand Awareness
100 149
to aid brand awareness, advertising awareness, tv only tv + online
brand favorability and purchase intent of the Advertising Awareness
sponsor’s service or product. Online Opportunities 100 145
tv only tv + online
Include: Search Engine Optimization, Blog
Development, Social Media Marketing (Twitter and Brand Favorability
100 155
facebook) and Video Site Submissions. tv only tv + online
Purchase Intent
100 122
Mobile Marketing tv only tv +
online
A mobile texting campaign will also be
included in the NEMCO Sponsorship Package. This campaign would
also be fully managed and take place the day of the sponsorship.
Providing incentives through contests can attract new customers
and recapture old ones while encouraging them to join your
subscription-marketing program. The mobile texting campaign
will be used to increase the exposure of the sponsor at the race
and give viewers a reason to visit your website after the race.
The key benefits of the mobile campaign
include: immediacy,
trackability, reach,
mobility and increased
power of other medias.
13. Added Sponsor Exposure
Added Marketing Opportunities Included with Sponsorship
Mentor Program
Joe Nemechek and NEMCO will be mentoring a young Latina race-car driver during
the 2010 season. This young woman will participate in the 2010 NASCAR K&N Pro
Series. This bonus element will give sponsors added exposure within the growing
Latino market.
According to Mediamark Research, 1 out of every 6 people living in the United States
will be of Hispanic/Latino Origin by 2011. In 2007, advertisers doubled the amount
they were spending to reach Hispanics/Latinos to close to $4.7 billion. Hispanics/
Latinos are also important to target as they have reached a purchasing power of one
trillion dollars in 2010, up from the 286 billion in 2003.
The Mentor Program will create added exposure for sponsors that will include:
• facebook (updates, links, logos, etc)
• Twitter
• myspace
• Sweepstakes and Mobile Texting Campaigns
• Coverage on Latino television channels
• You Tube Videos
• At-Track Events
• Public Relations
• Mentions and links on Joe Nemechek’s homepage
• Search Engine Optimization
14. Optional Add-Ons
Added Exposure Opportunities
There are additional opportunities which are available to all Car #87 Sponsors and
include:
• Driver Appearance(s) Off Track
• Annual Credentials
• Television & Radio Production Days with Joe Nemechek
• Show Car
• Driving School Program
• Co-Op Hospitality Events w/Customers
Pricing on each of these opportunities is TBD.
15. Full Calendar
Month Race Date Race Date Month
Daytona- N 7/2
Races can be sponsored in successive Daytona- S 7/3
blocks by either date or by date and Cup Chicago- N 7/9
vs. Nationwide Chicago- S 7/10
July
Gateway, MO- N 7/17
Daytona- N 2/13 ORP, IN- N 7/24
Daytona- S 2/14 Indianapolis, IN- S 7/25
Fontana, CA- N 2/20 Iowa- N 7/31
February
Fontana, CA- S 2/21 Pocono, ID- S 8/1
Las Vegas- N 2/27 Watkins Glen, NY-N 8/7
Las Vegas- S 2/28 Watkins Glen, NY- S 8/8
Atlanta- S 3/7 Michigan- N 8/14
August
Bristol- N 3/20 Michigan- S 8/15
March
Bristol- S 3/21 Bristol- N 8/20
Martinsville, VA- S 3/28 Bristol, TN- S 8/21
Nashville, TN- N 4/3 Montreal- N 8/29
Phoenix- N 4/9 Atlanta- N 9/4
Phoenix- S 4/10 Atlanta- S 9/5
Texas- N 4/17 Richmond- N 9/10
April
Texas- S 4/18 Richmond, VA- S 9/11 September
Talladega- N 4/24 Loudon, NH- S 9/19
Talladega- S 4/25 Dover- N 9/25
Richmond- N 4/30 Dover- S 9/26
Richmond- S 5/1 Kansas- N 10/2
Darlington- N 5/7 Kansas- S 10/3
Darlington- S 5/8 Fontana- N 10/9
May Dover- N 5/15 Fontana- S 10/10
Dover- S 5/16 Charlotte- N 10/15 October
Charlotte- N 5/29 Charlotte- S 10/16
Charlotte- S 5/30 Gateway- N 10/23
Nashville, TN- N 6/5 Martinsville, VA- S 10/24
Pocono, ID- S 6/6 Talledega- S 10/31
Kentucky- N 6/12 Texas- N 11/6
Michigan- S 6/13 Texas- S 11/7
June
Milwaukee, WI- N 6/19 Phoenix- N 11/13
November
Sonoma, CA- S 6/20 Phoenix- S 11/14
Loudon, TN- N 6/26 Homestead- N 11/20
Loudon, TN- S 6/27 Homestead- S 11/21
16. Discounted Races
Due to the time constraints on the first few races, NEMCO Sponsors who
commit to 6 races or more from March onward are eligible for extremely
discounted rates for the following February and early March races:
• Daytona- Nationwide- 2/13
• Daytona- Sprint Cup- 2/14
• Fontana- Nationwide- 2/20
• Fontana- Sprint Cup- 2/21
• Las Vegas- Nationwide- 2/27
• Las Vegas- Sprint Cup- 2/28
• Atlanta- Sprint Cup- 3/7
