Sponsorship Proposal
PRT 466
Brett Edwards
Jonathan Potter
Amber Butler
Zachary Hutchison
Dixon Christy
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Primary Sponsorship Opportunity for the NASCAR Cup Series
Dear Time Warner Cable Marketing Personnel Staff:
The National Association of Stock Car Auto Racing has recently learned that Sprint will not be renewing
their sponsorship of the Cup Series at the end of the 2013 season. NASCAR, as a sport organization is now
in its 65th season. In those 65 years, only two sponsoring organizations (The R. J. Reynolds Tobacco
Company and Sprint) have had their name tied to the sport. This gives a corporation a very unique
opportunity to expand their marketing and product presence like no other organization can with our
nationwide sport. We here at NASCAR would like to reach out to your organization because we feel our
target markets, marketing strategies and product goals align. Time Warner Cable, over the past year, has
become more and more a part of NASCAR. Sponsoring Dale Earnhardt Jr. as well as Kasey Kahne for select
races has begun to make TWC a recognized organization among fans and viewers. If you choose to
sponsor the top series of NASCAR we guarantee exposure for your company like never before.
Commercials will run throughout the week for the upcoming race on multiple television networks
throughout the 10 months NASCAR is running. Specialty networks such as Fox Sports 1 carry NASCAR
related talk shows and other broadcast throughout the week. Our championship series (The Chase for the
Cup) is covered by ESPN giving opportunity for fans of all sports to see the Time Warner Cable logo every
day on driver’s fire suits, live interviews, and SportCenter coverage to name a few. Attached with this
letter is a proposal packet discussing the ideas our marketing staff has planned out to successfully partner
with TWC. Please consider this very rare opportunity as an advantage for your company over
competitors, and know NASCAR will do whatever it takes to ensure your success in this venture.
With best regards,
Greg
Downey
Greg Downey
NASCAR Senior Director in Brand and Consumer Marketing
NASCAR Corporate Headquarters
(386) 253-0611 1 Daytona Blvd.
Daytona, FL 32114
Table of Contents
Primary Sponsorship Opportunity for the NASCAR Cup Series ..................................................... 2
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Executive Summary ................................................................................................................................ 6
Description of National Association for Stock Car Auto Racing (NASCAR) .............................................. 7
NASCAR Divisions ................................................................................................................................ 7
Time Warner Cable Cup Series Race Cars ............................................................................................. 7
Time Warner Cup Series Branding........................................................................................................ 7
Time Warner Cup Series Point System ................................................................................................. 8
Iconic Names of NASCAR ..................................................................................................................... 8
Time Warner Cup Series Race Tracks ................................................................................................... 8
Brief History of NASCAR Time Line ......................................................................................................... 9
Description of Time Warner Cable ........................................................................................................ 10
Reach ................................................................................................................................................ 10
Customers ......................................................................................................................................... 10
Features of TWC Cable Television ...................................................................................................... 10
Brief History of Time Warner Cable ...................................................................................................... 11
Description of Events ............................................................................................................................
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Locations: .......................................................................................................................................... 12
Dates & Times: .................................................................................................................................. 12
Staffing and Experience: .................................................................................................................... 12
Compatibility of the NASCAR and Time Warner Cable Partnership ...................................................... 13
Target Market of the National Association of Stock Car Auto Racing ................................................... 14
Demographics ................................................................................................................................... 14
Gender Distribution: .......................................................................................................................... 14
Age Distribution:................................................................................................................................ 14
Race Distribution: .............................................................................................................................. 14
Target Market of Time Warner Cable Inc. ............................................................................................. 15
Consumer Statistics ........................................................................................................................... 15
Geographic Demographics ................................................................................................................. 15
Age Distribution:................................................................................................................................ 15
Race Distribution: .............................................................................................................................. 15
Income: ............................................................................................................................................. 15
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Education: ......................................................................................................................................... 15
Media and Promotion Plan ................................................................................................................... 16
National TV ........................................................................................................................................ 17
Radio ................................................................................................................................................. 18
Print Media........................................................................................................................................ 18
Internet ............................................................................................................................................. 18
Social Media ...................................................................................................................................... 19
Naming rights and the NASCAR Logo ................................................................................................. 19
Hospitality ......................................................................................................................................... 20
Signage .............................................................................................................................................. 20
Promotion Pitch................................................................................................................................. 21
Impact Measurement ........................................................................................................................... 23
Measuring Media Coverage ............................................................................................................... 23
Measuring Brand Awareness ............................................................................................................. 23
Measuring Product Sales ................................................................................................................... 24
Sponsorship Package ............................................................................................................................ 25
Product Trail and Sampling Opportunities .......................................................................................... 25
Media Coverage and Exposure ........................................................................................................... 25
On-site Signage .................................................................................................................................. 25
Increased Sales .................................................................................................................................. 26
Product Trial, Promotion and Sampling Opportunities ....................................................................... 26
Media Coverage and Exposure ........................................................................................................... 26
On-site Signage .................................................................................................................................. 27
Direct Customer Hospitality ............................................................................................................... 27
Co-Sponsorship Opportunity.............................................................................................................. 28
Addendum ..........................................................................................................................................
29
Visual Examples of Branding and Signage ....................................................................................... 29
NASCAR Race Day Studio Desk ........................................................................................................ 29
Time Warner Cable Fan Zone ............................................................................................................. 29
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On-site signage .................................................................................................................................. 30
Outside Wall Signage Placement ........................................................................................................ 30
In-car Camera Advertisement ............................................................................................................ 31
Driver Interviews & Media Days ......................................................................................................... 31
Vinyl NTWCS Decals ........................................................................................................................... 32
Embroidered NTWCS Logos on Driver Firesuits .................................................................................. 32
Citations ............................................................................................................................................... 33
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Executive Summary
The National Association for Stock Car Auto Racing or “NASCAR” is a
family-owned business that was started in 1948 by Bill France Sr. Since
the inception of NASCAR, Fortune 500 companies have continuously
sponsored cars, events, merchandise, and other licensed products. In the
beginning of NASCAR sponsorships, many alcohol and tobacco companies
sponsored events and cars, but have since flourished into a multitude of
other businesses and corporations including candy, cellular providers, and
many other types of products. Because of the large draw that NASCAR has
all across the nation, NASCAR sponsorships provide great exposure to all
corporations that partner with the stock car organization.
Obtaining a sponsorship agreement with NASCAR will avenues for Time
Warner Cable to increase brand exposure through all of NASCAR’s media channels as it will be the
forefront sponsor and the face of NASCAR’s top championship series. Aligning your organization with
NASCAR will create a mutually beneficial partnership that will allow both parties to reach their goals
and objectives.
The proposed sponsorship package between Time Warner Cable and the NASCAR Cup Series will provide:
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Local and National exposure as well as an exposure with the nation’s 2nd most televised sport
New business opportunities to gain new and retain current Time Warner Cable subscribers with
the creation of NASCAR fan specific networks and program packages
The creation of a Time Warner Cable NASCAR channel and website which will allow exclusive race
access to only TWC subscribers that other fans will not be able to find anywhere else
Mutual access to both Time Warner Cable and NASCAR fan bases for both organizations
Will help both NASCAR and Time Warner Cable enhance their national and global exposure Time
Warner Cable opportunities for promotional activities at NASACR events include:
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Signage at all 22 first class racing facilities. Graphic display of NASCAR Time Warner Cable Cup
Series logo will appear on all HD video boards, televised broadcasts, commercials, and
merchandise
Ability to create the Time Warner Cable “Fan Zone” at all races which will provide unique
opportunities for fans to experience race day
Will allow for special Time Warner Cable giveaways before, during, and after the race
Expansion of Time Warner Cable’s marketing segmentation throughout the United States
As sundry hospitality offers at all race tracks including the TWC box suites, merchandise, licensed
products, and ticket discounts with redeemable offers for TWC subscribers
One of NASCAR’s main focuses is to expand not only the brand of stock car racing, but also all sponsors
involved in making this organization what it is today. NASCAR is committed to building and maintaining
a long lasting relationship with all sponsors while being able to provide a safe and entertaining
environment for all drivers, staff, and fans during each of the 36 races throughout the year.
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Description of National Association for Stock Car Auto Racing (NASCAR)
The National Association for Stock Car Auto Racing (NASCAR) is the sanctioning body for premier sport
racing. Though the races are held mostly in the United States, they are “broadcasted in more than 150
countries and 20 languages” (NASCAR.com). There are eleven divisions of racing that make up NASCAR
(listed below). NASCAR sanctions more than “1,200 races at 100 tracks in more than 30 U.S. States,
Canada, Mexico and Europe” (NASCAR.com).
NASCAR Divisions
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Three main series o Time Warner Cable
Cup Series o Nationwide Series o Camping
World Truck Series
Four regional series
One local grassroots series
Three international series
Time Warner Cable Cup Series Race Cars
The race cars are based on four-door American made cars and built completely for racing. Over the
years, the sport has seen many body style advancements and technological developments through the
NASCAR Research and Development Center. As the top series under the sanctioning body of NASCAR,
rookie and veteran drivers competing in this series are the forefront of the sport as they climb into the
most challenging, yet most technologically advanced machines the sport has to offer each weekend.
An overlook at the basic specifications for a TWCCS racecar are as followed:
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Weight: 3,400lbs (with driver)
Wheelbase: 110 inches
Engine: 358 cubic inch V8
Horsepower: over 750
Chevrolet, Dodge, Ford, Toyota
Time Warner Cup Series Branding
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Drivers and team members are held at high responsibility to be public spokesmen for the multiple
sponsorships of their organization
Racecars are view as high speed moving billboards to increase brand image and sport partnership
NASCAR fans are known for brand loyalty
More involvement from Fortune 500 companies than any other sport
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Time Warner Cup Series Point System
Drivers and teams have the opportunity to gain points towards winning the Sprint Cup in each race.
Below is a diagram that explains how the point system works.
Image taken from Chase for NASCAR Sprint Cup Explained written by NASCAR.com.
Iconic Names of NASCAR
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Legends: Dale Earnhardt, Richard Petty, Bobby Allison, Darrell Waltrip, Cale Yarborough
Current Superstars: Tony Stewart, Dale Earnhardt Jr., Jimmie Johnson, Jeff Gordon, Kyle Busch
Females: Danica Patrick (current); 16 throughout history
Time Warner Cup Series Race Tracks
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36 races on 22 different tracks
34 on ovals or d-shaped tracks (with all left turns)
2 races held on road tracks
Size varies from .526 to 2.66 miles
Brief History of NASCAR Time Line
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Early 1900s: Stock car racing gets its start during Prohibition, with moonshine runners attempting to flee
federal tax agents
Dec. 14, 1947: Bill France Sr. holds a meeting in Daytona Beach, Fla., to discuss the future of stock car
racing and NASCAR is conceived
Feb. 22, 1959: Lee Petty wins the first Daytona 500 in front of 41,000 fans
July 16, 1961: ABC Sports televises two hours of the Firecracker 250 from Daytona as part of its Wide
World of Sports
Dec. 1, 1963: Wendell Scott is the first African-American to win a premier division NASCAR race at
Jacksonville Speedway
1964: Richard Petty wins the first of seven championships
Jan. 10, 1972: Bill France Sr. hands leadership of NASCAR to his son, Bill France Jr.
Nov. 18, 1979: Richard Petty wins his record seventh series championship
1986: NASCAR renames its premiere series the NASCAR Winston Cup Series
Nov. 15, 1992: Richard Petty retires after 35 years of racing
1994: Dale Earnhardt wins his seventh series title, matching Richard Petty's record
1998: NASCAR celebrates its 50th anniversary
Feb. 18, 2001: Dale Earnhardt Sr. dies in a final lap crash at the Daytona 500
2004: The chase for the NASCAR Nextel Cup is introduced, with the Top 10 drivers racing for the
Championship in the last 10 races of the season
2004: NASCAR expands to Mexico City with a new Busch Series event for 2005
November, 2006: Jimmie Johnson won first of five consecutive championships in a row
March 25, 2007: The car of tomorrow debuts at the Nextel Cup Food City 500 in Bristol, Tenn.
2010: Kyle Busch becomes first driver to sweep victories all three top series of NASCAR on the same
weekend
2013: Generation 6 body style is introduced for the 2013 NASCAR Time Warner Cable Cup Series
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Description of Time Warner Cable
Time Warner Cable (TWC) is a cable telecommunications
company that connects more than 15 million customers in 29
states to entertainment, information and each other via cable
television, high speed internet and telephone services. Time
Warner Cable is constantly expanding their services and looking
for new ways to meet the needs of their consumers. One new
edition to TWC is their security management system.
Customers can control their lights and view footage of their
home from their laptops or cellphones. Customer satisfaction
is Time Warner Cable’s number one priority as it competes to stay at the top of the field of digital
technology.
Reach
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29 states including: Alabama, Arizona, California, Colorado, Hawaii, Idaho, Illinois, Indiana,
Kansas, Kentucky, Maine, Massachusetts, Michigan, Missouri, Nebraska, New Hampshire, New
Jersey, New Mexico, New York, North Carolina, Ohio, Pennsylvania, South Carolina, Tennessee,
Texas, Virginia, Washington, West Virginia and Wisconsin
51,000+ employees
Local television rights in North Carolina, New York and Texas that focus in on local community
interests
Customers
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15.2 million customer relationships
11.7 million residential video subscribers
11.1 million residential high speed data subscribers
4.9 million residential voice subscribers
28.7 million primary service units (video+data+phone for all
residential and business services)
Increasing number of business customers
Features of TWC Cable Television
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Digital channels
Music Choice Channels
HDTV
3DTV
TWC TV (allows customers to watch on computers, tablets, and mobile devices at any time)
Look Back (allows customers to watch Primetime TV after it has already aired)
Start Over (allows customers to restart a program once it has started)
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On Demand/Pay-Per-View
Parental Controls
Sports Pass (package of up to 20 sport channels such as MLB Triple Play and NFL RedZone
which allow customers behind the scenes access to sporting events)
Brief History of Time Warner Cable
Late 1940s: Entrepreneurs began using antennas and Army-surplus coaxial cable to create the first
cable systems
1968: American Television and Communications (ATC) is founded
1973: Time Inc. acquires 9% of ATC
1973: Warner Communications forms Warner Cable
1978: Time, Inc. acquired ATC completely
1989: Time Inc. and Warner Cable merged, later known as Time Warner Inc.
1992: ATC and Warner Cable become Time Warner Cable; NY1 News is launched in New York City
1996: TWC launches RoadRunner®, the first cable-delivered high speed Internet service
1999: Digital cable and Video On Demand premiered
2003: Digital phone service established
2005: Triple Play offering is rolled out
2006: TWC gains additional systems and employees with Adelphia acquisition
2007: TWC becomes a public company
2009: TWC separates from Time Warner Inc
2011: TWC enables a “cloud” service by acquiring NewWave Communications and NaviSite
2012: TWC acquires Insight Communications
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2013: TWC won two Emmy Awards for innovations in Technology and Engineering
2013: TWC Chairman and CEO Glenn Britt announces he will retire at the end of this year after 41 years
of service in the cable industry
Description of Events
Locations:
22 tracks across 19 states in the United States
Dates & Times:
Season consists of 36 weeks from February to November.
Scheduled green flag times vary depending on location and
time zone of the event. A full look at the current season’s
schedule and the 2014 schedule can be found at
www.nascar.com.
Staffing and Experience:
Each of the 22 tracks selected to house one or more of the 36
events on the NASCAR schedule is an organization in its own
respect and have been involved in the sport of NASCAR dating
back to the60’s. These first class racing facilities are fully
staffed with Advertising & Marketing, Corporate Sales,
Communications, Fan Development, Events, Finance, Gift
Shop, Guest Services & Logistics, Levy Restaurants, Operations,
PRN, Security, Speedway Club, and Ticketing departments.
Speedway Motorsports Inc. (SMI) is a leading marketer,
promoter and sponsor of motorsports activities in the United
States. The Company, through its subsidiaries, provides
souvenir merchandising services, and food, beverage, and
hospitality catering services. Along with the departmental
employees, tracks such the nine tracks owned by Speedway
Motorsports Inc. invites
volunteers and organizations
from surrounding areas to
become involved in the
successful
Quick Facts
*The follow facts are selected to highlight
the cost-benefit analysis of SMI and its
most used and home headquarters track,
Charlotte Motor Speedway SMI
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Founded by Bruton Smith in
1959
Annual Revenue: $570 Million
793 full time employees
9 first-class racing facilities
Approx. 900,000 grandstand
seating capacity with 832 luxury
suites
Hosts 12 of 36 NASCA annual
events
Charlotte Motor Speedway
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Construction cost of $1.25
million
200x80ft HD screen (world’s
largest)
Hosts 3 NASCAR events (most of
all tracks)
136,000 grandstand seats with
113 luxury suites
Avg. attendance of 124,000 in
2012 for the 3 NASCAR events
orchestrating of a NASCAR event that can encompass 146,000 fans on a typical weekend.
NASCAR Audience Profile & Attendance Figures
Data
Annual NASCAR revenue
$3 Billion
Average NASCAR ticket price
Number of NASCAR fans
$88.16
75 Million
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Average NASCAR race attendance
Total annual NACAR attendance
Decline in NASCAR attendance from 2005 – 2010
99,853
3.6 Million
22 %
Number of households that watch the Daytona 500
12.5 Million
Percent of NASCAR fans who are women
Annual amount spent by women on NASCAR-licensed products
Percent of NASCAR fans who are minorities
Percent of kids age 7 to 17 that reported being NASCAR fans
Percent of fans who are willing to pay more to buy a sponsor’s product
40 %
$250 million
21 %
50 %
66 %
Percent of NASCAR fans who could name every sponsor of the top 30 ranked cars
36 %
Compatibility of the NASCAR and Time Warner Cable Partnership
NASCAR partnering with Time Warner Cable will provide unique advertisement avenues that Time
Warner Cable could not find anywhere else, which will help its brand image. This is also true for NASCAR
as it tries to expand its brand image during a tough economic patch in the sport. These two
organizations partnering together would provide enhanced image recognition for both parties in equally
exclusive ways, making both organizations extremely compatible. Both companies are also similar in
these values:
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LOYALTY: Both are focused on creating a
memorable customer experience to ensure
loyalty to their organizations brand
EMPLOYEE RELATIONS: Both focus on
maintaining good employee relations within
the organization, valuing the contributions
and capabilities of the employees
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SCALE: Both companies are focused on
maximizing corporate scale and adopting
the best practices of our business units
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INNOVATION: Both are focused on the
cutting edge of innovation when it comes to
providing a next generation experience for its customers
Time Warner Cable’s compatibility with NASCAR’s advertisement techniques would allow them to
expand their brand image immensely. Statistics show why this is true:
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Advertising at live sporting events is more influential than on the TV and internet
80% agreed they would be more influenced to buy after attending a live event
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81% agreed that it would make them more receptive to their marketing from the product/brand
80% agreed that it is more likely to give them information than other forms of communication
1 in 3 American adults follow NASCAR (75 million +)
80% of NASCAR fans said that, when buying a NASCAR sponsor’s products, they feel they are
contributing to the sport
Time Warner Cable’s image fits perfectly with NASCAR in congruency. Here are some ways in which
Time Warner Cable has already proven themselves in being compatible in the NASCAR organization:
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Time Warner Cable has already partnered in the past with Hendrick Motorsports, sponsoring the
cars of both Kasey Khane and Dale Earnhardt Jr.
Time Warner Cable’s main focus is providing fast, high speed internet, and customer
satisfaction. This fits perfectly with NASCAR being a high speed sports event that people can
enjoy.
Target Market of the National Association of Stock Car Auto Racing
The National Association of Stock Car Auto Racing (NASCAR) spans one of the largest target markets in
the world. The sport reaches countries all over the world bringing people to the United States to further
support the market. NASCAR is very diverse in who they reach as a sport organization. The core of the
target market is based in the Southeastern United States. In efforts to develop the sport, the Drive for
Diversity program was established, and more international as well as minority drivers are becoming
successful causing the target market for the sport to expand further. NASCAR is a multi-generational
sport, passed down since the beginning of the organization in 1948. Tracks spanning all over the
continental United States gives the sponsoring company a chance to reach millions during broadcasts
thirty-six weeks out of the year.
Demographics
Gender Distribution:
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68% of the fan base and viewers are male
32% of the fan base and viewers are female
Age Distribution:
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11% comprise the 18-24 year old age bracket
17% comprise the 25-35 year old age bracket
20% comprise the 35-44 year old age bracket
21% comprise the 45-54 year old age bracket
16% comprise the 55-64 year old age bracket
15% comprise the 65+ year old age bracket
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Race Distribution:
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78% of the NASCAR population are Caucasian
9% of the NASCAR population are African American
9% of the NASCAR population are Hispanic
4% of the NACAR population fall under “Other”
The demographic data presented represents the fact that NASCAR is no longer just a “white male”
dominated sport. Woman are becoming more attracted by the sport possibly due to the addition to
Danica Patrick and the femininity that she adds to the male dominated sport. The highest percentage of
consumers of NASCAR are adults ages 35-54 with 41%. This is key to the overall success of the sport due
to the fact that these are financially set individuals who are able to contribute monetarily to the sport to
continue its growth. With that said, the sponsoring agency will garner immediate feedback due to the
fact that almost half the fan base consuming the product are financially established adults. In addition to
the demographics, NASCAR has tracks ranging from New Hampshire to Southern California which is sure
to boost the recognition of the sponsor.
Target Market of Time Warner Cable Inc.
Time Warner Cable’s market spreads across all demographics. As with any television and media supplier,
they aim for the 18-29 market segment to add perspective consumers and turn them into long-term
customers loyal to their brand. Additionally, Time Warner Cable tailors its offerings to target businesses
of all sizes with its Business Class services. Time Warner Cable’s offerings aim to reach every
demographic and psychographic in America.
Time Warner Cable is the second largest cable company in the United States. Services offered include
video production, high-speed data and voice services, cell tower backhaul services to wireless carriers,
managed information technology solutions, and cloud storage services. These services are offered in 29
across the U.S. Additionally, customers in New York, North Carolina, and Texas are provided with local,
all-news channels that give viewers content targeting community interests.
Consumer Statistics
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15.2 million customers
11.7 million residential video subscribers
11.1 million residential high-speed data subscribers
4.9 million residential voice subscribers
28.7 million video, data, and voice subscriptions for residential and business services
Geographic Demographics
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Age Distribution:
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20.5% comprise the 5-19 year old bracket
20.1% comprise the 20-34 year old bracket
34.4% comprise the 35-59 year old bracket
19.8% comprise the 60+ year old bracket
Race Distribution:
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65% of TWC consumers are Caucasian
10.8% of TWC consumers are African Americans
17.9% of TWC consumers are Hispanic
5.9% of TWC consumers are Asian/Pacific Islander
Income:
Median income of $58,184 with 60.7% being between $25,000 and $100,000
Education:
78.4% high school graduates, with 25.6% having a Bachelor’s Degree or above
Media and Promotion Plan
There is no shortage of media coverage when it comes to the sport of NASCAR. Our sport of NASCAR is
unique to most sporting events as our schedule allows all three of our top competition series to travel to
one location (on occasion two locations depending on size of the location) each weekend. Fans consider
our events week long vacations as they travel from all over the world to take part in the experience of a
NASCAR weekend. Here is a typical look into a week in NASCAR as our sport is blanketed with media
coverage every step of the way:
Monday - Wednesday
• Race teams are back at the shop building and setting up their racecars for the track type of that
weekend
• Team meetings are held to discuss previous weekend results and plans for the following
weekend Thursday
• Teams load up haulers and crew members board airlines making their way to the scheduled race
track for that weekend
• Fans begin piling into the city where the race is held to being setting up campsites and tailgating
areas getting the race weekend kicked off
Friday
• NASCAR Camping World Truck Series Practice
• NASCAR Camping World Truck Series Final Practice
• NASCAR Time Warner Cable Cup Series Practice 1
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• NASCAR Nationwide Series Practice
• NASCAR Camping World Truck Series Qualifying
• NASCAR Time Warner Cable Cup Series Qualifying
• NASCAR Nationwide Series Final Practice
• NASCAR Camping World Truck Series Race
Saturday
• NASCAR Tim Warner Cable Cup Series Practice
• NASCAR Nationwide Series Qualifying
• NASCAR Time Warner Cable Cup Series Final Practice
• NASCAR Nationwide Series Race
Sunday
• NASCAR Time Warner Cable Cup Series Race
Although not mentioned on previously described typical NASCAR weekend, it is important to note that
each weekend, NASCAR hosts a media day. This is typically held on a Thursday afternoon after the teams
arrive at the track or Friday morning before the drivers hit the track for the days on track events.
NASCAR media day is home to live driver interviews that can be found on www.nascar.com
National TV
Multiple broadcasting companies including: ABC, FOX, FOX Sports 1 (previously known as SPEED
Channel), ESPN, ESPN2, and TNT currently air coverage of our top three series of the NASCAR
sanctioning body at various points throughout our sports lengthy 36 week season. As of 2014, NBC
Sports will also join this list broadcasting NASCAR throughout the season.
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NASCAR takes National TV spotlight in numerous broadcasting opportunities such as:
• Live coverage of all three series on track practices including driver and team interviews and
news updates
• Live coverage of all three series qualifying attempts including driver and team interviews and
news updates
• Live coverage of all three series fully sponsored races
• NASCAR Now (a daily ESPN roundtable talk show that brings driver and team news to the fans
and discusses the previous and upcoming weeks on track and off track performances,
controversies, and predictions)
• NASACAR Race Hub (another daily roundtable talk show found on FOX Sports 1, previously
known as SPEED Channel)
• NASCAR Trackside (a pre-race show held right before the drop of the green flag for the NASCAR
Camping World Truck Series discussing the nights race accompanied by interviews, news
updates, and strategies)
• NASCAR Race Day (a pre-race show for both the NASCAR Nationwide Series and the NASCAR
Time Warner Cable Cup Series designed to engage the fans at the race track with driver
introductions, autographs sessions and entertaining responses from NASCAR fans from around
the world)
• Countdown to Green ( another pre-race show held 30 minutes before the drop of the green flag
for the NASCAR Time Warner Cable Cup Series recapping all the week long on track activities
leading up to the weekends final race ending with final comments from the hosts and
predictions for the race)
• Commercials designed to promote the upcoming scheduled race using advertisement and driver
marketing efforts
Radio
News, talk shows, and live broadcasting of all three NASCAR series can be found on air through live
radio. Motor Racing Network (MRN) as well as Performance Racing Network both share coverage of the
weekend’s events as local stations around the nations broadcast their live coverage. NASCAR also is
home to our very own Sirius XM Channel. Each of these radio broadcasting networks also provide their
listeners with the opportunity to listen their broadcasts online making live NASCAR race coverage more
readily available.
Print Media
There are three forms of print media that can be associated with our sport of NASCAR. The two most
impacting forms of print media are newspaper articles and NASCAR illustrated the magazine. The third
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form of print media can be found at our race tracks as souvenir programs listing driver and team info,
advertisements, and upcoming events. Newspapers articles, almost always found in the sports section
can provide our fans that did not catch any of the week’s action on National TV with final results, news
updates, and information leading into next week’s schedule. NASCAR illustrated is a monthly produced
magazine (similar to sports illustrated) that reveals information to all of the subscribing fans. NASCAR is
such a “tight knit” when it comes to information and these forms of print media are a great source for
finding information not readily known to the average fan.
Internet
NASCAR has its very own official website that can be found at www.nascar.com. Although information
and final results from the weekend’s events can be found on major sporting websites such as
www.yahoo.sports.com, www.espn.com, www.usatoday.com, www.jayski.com, and
www.msn.foxsports.com, www.nascar.com is the most rapid, accurate, and up-to-date source for online
information, results, and articles pertaining to the sport of NASCAR. The official website of NASCAR,
www.nascar.com, has much more to offer to our fans rather that news and results. It houses a full video
library of footage from current and past races, NASCAR Raceview (a form of technology uses to track live
in race stats, strategies, in car cameras, and live audio scanners from drivers and teams), and a social
media interface allow fans to give their input for specific NASCAR sanctioned events.
Social Media
Just like with the rest of the world, social media has made a major impact on the sport of NASCAR.
Drivers and teams typically each have at least a Facebook page for themselves, a Facebook page for
their fans, a Twitter account, and an Instagram account. Some drivers take a step further and venture
into using YouTube to post videos of themselves recapping performances, give current updates directly
from the driver and team, provide information, and to share personal video footage. Each of these
drivers and/or teams uses social media simply to reach out and continue to maintain and grow a strong
relationship with their fans. NASCAR also utilizes social media to provide information, as well as to gain
feedback from fans and listen for ways to improve the sport and the overall fan experience.
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Naming rights and the NASCAR Logo
As you may know, our current contract is ending with Sprint and the currently known NASCAR Sprint
Cup Series. As the top series in our sport, the sponsorship will be entitled in the name of the NASCAR
Cup Series. With the acquisition of Time Warner Cable as a sponsor for the NASCAR Cup series, there are
multiple benefits. You will own the naming rights to the NASCAR Cup Series for the length of the
contract and Time Warner Cable will be visibly noticeable in the design of the NASCAR Cup Series logo.
Through our graphics design department, we have developed 2 options for your choosing. We
methodically designed these logos incorporating your design and color choices of your current Time
Warner Cable logos.
The logo of your choice will appear:
• As large graphics on every form of National TV NASCAR Broadcast, print media, social media,
and internet source
• Verbal recognition of Time Warner Cable when referring to the NASCAR Time Warner Cable Cup
Series by teams, drivers, media, and fans
On various driver and team merchandise
• Any form of NASCAR Time Warner Cable Cup Series advertisement, commercial, or promotion
• Signage
• Pre-race Fan Zone Activities and other race day promotions
Hospitality
At each track that the NASCAR circuit visits throughout the season, a hospitality corporate suite is
reserved for our primary sponsor. It is honored as the Presidents Suite at each location as it is the
easiest accessible suite for its occupants and rests directly on the start/finish line at each track.
Other benefits of the Presidents Suite include:
• Glass enclosed & air conditioned seating available for 120 of your corporate members
• TV monitors showing the race broadcast
• Premium seating with food and drink counter on the front stretch in front of the start/finish line
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•
•
•
Full service wet bar and catered food with available tableside service without leaving your seat
Suite is decorated with Time Warner Cable signage displayed for others to see
Easily accessible and ADA compliant
Professional dress code required to maintain professional image
Signage
Signage will be displayed around the tracks that the NASCAR Circuit visits each and every weekend.
During the pre-race fan zone activities, hospitality tents, and driver introductions, banners and various
forms of signage will professionally decorated with the NASCAR Time Warner Cable Cup Series logo,
along with the Time Warner Cable logo itself.
Other forms of signage will include:
• 200ft x 350ft banner with the Time Warner Cable Logo displayed at each track (as show in the
first picture like the Lowes Home Improvement and Food Lion banner)
• Space reserved for a large billboard displayed around each track (picture 2)
• NASCAR Time Warner Cable Cup Series logo painted on the outside walls of each track
• Time Warner Flags displayed at each track in the Fan Zone Activities areas
• Time Warner Cable décor found in the Corporate Suite, driver introduction stage, victory lane,
and pre-race fan zone activities area
• NASCAR Time Warner Cable Cup Series graphics displayed at on track video boards, TV
broadcasts, and other forms of media sources
• 3”x10” NASCAR Time Warner Cable Cup Series decal displayed on each of the racecars
• NASCAR Time Warner Cable Cup Series logo printed on each printed ticket and event program
• NASCAR Time Warner Cable Cup Series logo printed on various forms of driver/team apparel
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Promotion Pitch
Becoming a full time sponsor of the “currently known as” NASCAR Sprint Cup Series can open up several
business opportunities for Time Warner Cable. Here at NASCAR, we have thrown around several ideas
and have created three promotion pitches to discuss with you that we feel can help you maintain
current subscribers and generate new ones.
1. NASCAR has been under contract with Direct TV offering a package designed to increase the fan
experience at home for Direct TV subscribers known as Direct TV Hot Pass. This package allows
the fan to choose a driver each weekend and listen to in car audio through his television, display
multiple camera angles such as in car camera and bonus angles not seen on the live broadcast,
and live stats updates for that particular driver. We offer the rights to Direct TV at an
undisclosed cost. With your sponsorship we will offer the rights to offer this package to your
current subscribers at no cost to you.
2. Just as described in the above mentioned package that we can offer to Time Warner Cable
subscribers, we can offer the rights to the same technology online known as www.nascar.com
Raceview to increase the fan experience for subscribers of Time Warner Cable Internet Services.
The rights will again be offered to Time Warner Cable at not costs. This will allow you internet
service subscribers to access in car audio, live leaderboard updates, in race stats, and multiple
camera angles on their home PC or laptop.
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3. Since December 31, 1995, SPEED Channel was a TV Network designed for motorsports
enthusiasts. SPEED Channel was home to majority of the NASCAR live coverage of events on a
weekly basis until the merger of FOX Sports to create FOX Sports 1 earlier this year. Fox Sports 1
is now a 24 hour sports network (similar to ESPN) designed to cover all sports instead of just
motorsports. NASCAR fans are unsettled with the merger and disappearance of SPEED Channel.
We feel that as a full time sponsor of the “currently known as” NASCAR Sprint Cup Series, Time
Warner Cable can offer its subscribers relief from the disappearance of SPEED Channel by
creating a newly generated 24 hour motorsport network. Having this network onboard can be
completely unique to Time Warner Cable subscribers just as The NFL Network is unique to
Direct TV Subscribers. This network can return the feel of the previously known SPEED Channel
with added features to bring in new subscribers.
All three of these promotional pitches are viable options for increasing both NASCAR and Time Warner
Cable’s brand image. Each option will create opportunity for your company to reach directly to the
NASCAR fanbase while increasing subscriber loyalty and creating new subscriber and profitable business
opportunities for your company.
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Impact Measurement
NASCAR and Time Warner Cable (TWC) will have a symbiotic relationship based on the being America’s
fastest in our respective industries. To effectively determine the return on investment (ROI) for TWC,
this equally favorable sponsorship will be measured in three ways. The first will be media coverage, the
second brand awareness, and the third product sales.
Measuring Media Coverage
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NASCAR will have in place electronic signage that will be utilized for TWC and NASCAR
cobranding exposure. These logos will be displayed at every race during the entirety of the
event, to include pre and post-race activities. Additionally, signage will be in place at all race
track entry and exit locations as well as in and around high traffic areas such as restrooms,
concession stands, and ladder wells. The displaying of these logos during major television
network broadcasts will be tracked in addition to the number of times that TWC is mentioned
during broadcasts.
Co-branded logos will be placed in the banners of all NASCAR websites on all pages. This will also
extend to all partner sites that currently display the NASCAR Sprint Cup Series logo. NASCAR will
track the number of page views, with help from our partners, as well as the number of times
that the logo was click on, effectively serving to track the number of visits to TWC’s web page.
NASCAR TWC logos will be constantly displayed during all TWC Cup Series races on the onscreen
leaderboard banner at the top of the television race coverage. The time of leaderboard logo
display will be measured during each race.
The final measure of media coverage will be done through audience estimation at races and on
television. This will be done through ticketed entry into races and television rating numbers
measured by household. This will be an efficient way to track TWC’s exposure to a broad
audience both in person and through the aforementioned television on-screen leaderboard
banner logo, television display of signage, and mentioning of the TWC Cup Series during the
television broadcast.
Measuring Brand Awareness
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•
The beauty behind a partnership between NASCAR and TWC does not simply lie in the fact that
NASCAR can increase the exposure for TWC in the geographic areas that they serve, but the
coining of phrases such as ‘fastest sport, fastest internet, TV, home phone, and security
provider’ cannot be overlooked. Phrases such as this will increase the emotional attachment
that NASCAR fans and even casual viewers have through co-branding of the NASCAR sport
product with TWC’s products. Spectator surveys will be conducted onsite and through on-line
content (advertised during races) to measure emotional attachment if slogans and the
recognition of products that TWC offers. This will serve as a determinant as to what TWC
products need increased exposure to our fan base.
All current NASCAR drivers and crew members will be given pre-paid memberships to all TWC
products. In person surveys will be conducted to obtain both quantitative and qualitative
feedback on all products. This will also serve to increase exposure to TWC, with drivers and crew
members being made available for interviews and commercial usage to endorse this new
‘fastest around’ co-brand.
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Measuring Product Sales
•
Without a hearty bottom line, no sponsorship is worthwhile for the sponsor. To measure the
dollars and cents of this relationship, all new TWC customers or current customers making a new
product purchase will be asked, or surveyed if on-line, if they are aware of NASCAR and TWC’s
relationship and if it had any impact of their decision to purchase these services from TWC. This
data will be analyzed and broken down by product to help further determine where exposure
needs to be increased among TWC products.
•
Special on-line and over the phone promo codes will be provided to customers through
television and in-race promotions/ advertising. These will be an additional way to track the
effectiveness of the relationship between NASCAR and TWC as well as showing what products
consumers are being brought to purchase from TWC.
•
NASCAR’s marketing department will conduct research at races to determine the interest of fans
with TWC and their products. This data will be used to examine preconceived notions and
current customer views on prices, product delivery, services offered, value, and reliability. This
data will help NASCAR and TWC to better enhance the future of our partnership through
satisfying customer and potential customer wants.
At the conclusion of every race season, NASCAR will gather all data collected during the season and
compile an end-of-season report on an individual race basis and overall trends to evaluate the
effectiveness of the sponsorship. This evaluation will encompass an assessment of media coverage,
brand awareness, and product sales. These numbers will be used to determine the overall impact that
the sponsorship agreement to TWC.
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Sponsorship Package
Total Value of Sponsorship = 1,100,000,000
Product Trail and Sampling Opportunities
1 race trial of online Time Warner Cable Race View
$390,000
1 race trial of Time Warner Cable Hot Pass
$195,000
Interactive Fan Zone Bus
$3,000,000
Free year trial of “The Inside Line”
$15,600,000
Text to win race tickets
$11,780
$19,196,780
Total
Media Coverage and Exposure
Nationally Televised Commercials
$546,000,000
Newspaper Advertisements
$15,600
Radio Advertisements
$280,800
Internet Advertisements
$28,080,000
Total
$574,376,400
On-site Signage
Videoboard’s
$99,000
One 200 ft. by 350 banner
$264,000
Billboards
$220,000
Graphic wall displays
$880,000
Flags
$62,500
Corporate Suite Décor
$136,500
Driver Introduction Stage
$20,000
Victory Lane Décor
$4,000
On-site Merchandise Trailers and Tent
$2,798,000
Total
$4,484,000
Total Cost of Sponsorship to Time Warner Cable
$598,057,180
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Detailed below are the many opportunities for the sponsoring organization to be recognized and
promoted to the stated fan base as well as possible additional clientele. Each sponsorship category is
broken down in outline form as to specifically what Time Warner Cable will gain through a sponsorship of
NASCAR. As a multi-billion dollar company, NASCAR provides its sponsoring agency an excellent
opportunity to profit from areas such as expanded media coverage, on-site signage at all 22 race tracks
and promotional activities throughout the season. Most importantly in this partnership, increased sales
are to be expected due to a fan base that strives to be more connect to the race teams than ever before.
The prices listed in the above expense to revenue breakdown are based on a 39 race, 10 month season.
All revenue and expenses are based on a 7 year contract with NASCAR that can be renewed and or
renegotiated at the end of the stated time period.
Increased Sales
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Increased number of prescribers due to NASCAR race package
Time Warner Cable merchandise will be sold at every NASCAR sanctioned event
The rights to Raceview will be given to Time Warner Cable at no cost
The rights to Hot Pass will also be given to Time Warner Cable at no cost
Product Trial, Promotion and Sampling Opportunities
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Free 1 race weekend trial of Raceview to fans who sign up at the track
Free 1 race weekend trial of Hot Pass to fans who sign up at the track
Interactive motorcoach for fans to sample Time Warner Cable’s race as well as standard cable
packages
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Free 1 year trial of “The Inside Line” channel
Text-to-win race tickets to any race during the season for the at-home viewers
Media Coverage and Exposure
Television o 40 nationally televised commercials per week throughout the
season o Includes commercials before, during and after the event o Show
on multiple Time Warner Cable channels
o “The Inside Line” channel gives race fans who are subscribers of Time Warner Cable the
opportunity to have 24 hour racing news and coverage
Newspaper
o 4 newspaper advertisements per week throughout the season
o Each advertisement is done in newspapers who cover the 3 largest markets in each state
•
Radio o 60 radio mentions/advertisements per week throughout the season
o NASCAR has multiple radio stations in each state that broadcast every race to a live
audience
o Several times during the week, the partner stations will advertise for the race broadcast
the coming weekend
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o
•
Before, during and after each race day, Time Warner Cable will be thanked as well as
advertised on each broadcast
Internet o 1,200 internet advertisements/logo appearances every week during the season o
These include but are not limited to banners on multiple sporting websites o NASCAR.com will
have a blue and white color scheme along with the proposed logo throughout the website
o Raceview rights will be given to Time Warner Cable without cost
o Social Media accounts for Miss Time Warner Cable, the Time Warner Cable Cup Series,
The Inside Line and Raceview will allow for interaction and promotion of products and
services provided to NASCAR fans by Time Warner Cable
On-site Signage
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•
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3 videoboards in which the Time Warne Cable logo will be adorned at every track
1, 200 ft. by 300 ft. Time Warner Cable Series banner hung on the main grandstand at each
track
2 on-track billboads in which the Time Warn Cable logo will be shown at every track
4 graphic displays with the Time Warner Cable logo on the walls of each of the 22 tracks
250 Time Warner Cable Cup Series flags collectively flying between all 22 tracks
Corporate suite décor at all tracks exclusively for Time Warner Cable
Driver introduction moveable stage truck that will travel to every race
Victor lane Time Warner Cable Cup Series décor that will be nationally televised during the
interview with the winning driver
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2 on-site merchandise trailers that will sell Time Warner Cable Series hats, t-shirts, cars, seat
cushions etc. at every race.
•
1 large Time Warner Cable Cup Series tent that will sell merchandise located on the front stretch
of every track
Direct Customer Hospitality
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•
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Corporate customer hospitality offered in the presidential Suite at every track
Benefits include o Glass enclosed & air conditioned seating available for 120 of your
corporate members o TV monitors showing the race broadcast
o Premium seating with food and drink counter on the front stretch in front of the
start/finish line
o Full service wet bar and catered food with available tableside service without leaving
your seat
o Suite is decorated with Time Warner Cable signage displayed for others to see o Easily
accessible and ADA compliant
o Professional dress code required to maintain professional image
Outside-the-track hospitality can be purchased by any fan who is looking for an increased
experience during their time at the track o Items provided
 Breakfast, lunch or dinner depending on the start time for the race
 Beverages (beer, soda, water)
 Souvenirs
 Driver appearances
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
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Raffles
Merchandise give-away opportunities
Co-Sponsorship Opportunity
Joining forces with NACAR will not only provide Time Warner Cable with increased sales, customer base
and promotional opportunities; it allows for a working relationship to be built between two companies
who strive to be the best in all aspects of business. Choosing to partner with the National Association of
Stock Car Auto Racing also allows for the building of business relationship with our many co-sponsors
who help make our series successful. In-race hospitality, marketing/promotional events and executive
meetings help coordinate the goals of all our sponsoring companies so that we as an organization work
as whole to provide lucrative sponsorships.
Listed below are some of our current sponsors
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Bank of America
Coors Light
Ford
Goodyear
M&M’s
Featherlite Trailers
Sunoco
Visa
UPS
Sherwin Williams
Hellmann’s
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Coca-Cola
Addendum
Visual Examples of Branding and Signage
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NASCAR Race Day Studio Desk
Example: Large graphic display of NTWCS logo on HD monitor visual to the crowd and TV viewers
Time Warner Cable Fan Zone
Example: Lay out of interactive fan area with NTWCS info booths, merchandise tents, entertainment
stage, and spectator deck for viewing of the garage area. This area is decorated with TWC signage.
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On-site signage
Example: Time Warner Cable will have permanent billboard locations at all 22 NASCAR race tracks
Outside Wall Signage Placement
Example: Time Warner Cable logos will be strategically placed along the outside wall of each track to
ensure brand image exposure during National TV broadcasts
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In-car Camera Advertisement
Example: Each week a driver will be selected to run the “TWC In-car Camera” with TWC signage
placement inside the car to allow video footage to display the TWC logo during the utilization of the incar
camera shots during the broadcast
Driver Interviews & Media Days
Example: During pre-race and post-race driver interviews, backdrops will display the NTWCS logo along
with other participating sponsors for the week’s event. Drivers and team members will instructed to
stand or sit in front of the backdrop for each interview.
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Vinyl NTWCS Decals
Example: Each of the 43 competing race cars each weekend will display a decal representing TWC and
the NTWCS. These decals create new ways to increase brand exposure through broadcasts and photo
opportunities for fans and the media.
Embroidered NTWCS Logos on Driver Firesuits
Example: Each NTWCS driver will have the NTWCS logo embroidered on their firesuits and other race
track apparel. Here provides a look at both logos we have designed using the TWC logo colors. The logos
can be seen during driver interviews, pre-race ceremonies, photographs from media outlets, and
broadcast footage.
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Citations
Crash Media Group. (2008) NASCAR delivers $1.7 billion in sponsor exposure.
Retrieved October 15, 2013 from
http://www.crash.net/nascar/news/92023/1/nascar_delivers_17_billion_in_sponsor_exposure.
html
Danner, A. (2007). NASCAR: A Timeline. Retrieved October 15, 2013 from
http://abcnews.go.com/Sports/story?id=3455755&page=1
Hall-Geisler, K. (2008). How a NASCAR Sponsorship Works. Retrieved October 15, 2013 from
http://auto.howstuffworks.com/auto-racing/nascar/nascar-basics/nascar-sponsorship.htm
Jayski. (2013). NASCAR Sprint Cup Race Track Seating Capacity and Attendance Chart.
Retrieved October 15, 2013 from http://www.jayski.com/pages/tracks-seating.htm
NASCAR Branding Research. (2004). Advertising Benefits and Statistics. Retrieved October 15, 2013 from
http://www.trackmediagroup.com/company/advertising/nascar/
Reuters, T. (2013). Time Warner Inc TWX.N. Retrieved October 15, 2013 from
http://www.reuters.com/finance/stocks/companyProfile?symbol=TWX.N
Roberts, J. (2012). How NASCAR Advertising Can Increase Your Public Awareness and Grow Your Sales.
Retrieved October 15, 2013 from http://www.capstonemarketingservices.com/nascar.html
Scarborough Research USA. (2009). NASCAR Fan base Demographics
Retrieved October 15, 2013 from
http://www.dkmsm.com/pdf/2010%20NASCAR%20Fan%20Base%20Demographics.pdf
SponsorMap. (2009). Measuring Sponsorships ROI.
Retrieved October 15, 2013 from http://www.sponsormap.com/
Time Warner Cable. (2013). About us. Company Overview. Retrieved October 15, 2013 from
http://www.timewarnercable.com/en/about-us/company-overview.html