Monster Energy's status as a sponsor of NASCAR

When NASCAR went into the growth period, is also when they started building all the big tracks for seat room and large infields. Now that they are tearing all the seats out, I wonder when they will start changing the tracks to smaller circumference and increase the better racing that the fans want.
 
When NASCAR went into the growth period, is also when they started building all the big tracks for seat room and large infields. Now that they are tearing all the seats out, I wonder when they will start changing the tracks to smaller circumference and increase the better racing that the fans want.
That would cost way too much to do that.
 
Respectfully, I don't know what resonates with younger people, and I am not sure we have ever really known that. By their very definition, they are learning what they want in this world. Their interests change rapidly. Further (and respectfully), I am tired of looking for a sponsor to hook the younger set. They know what stock car racing is. They can take it or leave it, and they are leaving it. Time to embrace right sizing, and get on with this awesome sport.

I am OK with Nascar not marketing to younger people but if you plan to be around indefinitely you need need customers in the pipeline.
 
Respectfully, I don't know what resonates with younger people, and I am not sure we have ever really known that. By their very definition, they are learning what they want in this world. Their interests change rapidly. Further (and respectfully), I am tired of looking for a sponsor to hook the younger set. They know what stock car racing is. They can take it or leave it, and they are leaving it. Time to embrace right sizing, and get on with this awesome sport.
I am kind of at this point now too, the younger gen really does not overall have a love of for cars or really care about NASCAR, so yeah, I agree, stop wasting time and money on trying to get a demo that doesnt want anything to with the product.
 
http://www.sportsbusinessdaily.com/...2/11/Research-and-Ratings/Turnkey-NASCAR.aspx

In its first year as title sponsor of NASCAR’s premier series, Monster Energy’s deal has already become one of the most recognized partnerships in sports, according to the results of the property’s 11th annual sponsor loyalty survey conducted for SportsBusiness Journal by Turnkey Sports & Entertainment.

Monster signed on with NASCAR to become title sponsor for 2017 and 2018 in a deal worth about $20 million annually — with a two-year option for 2019 and 2020. Monster brought a different vibe from prior title sponsor Sprint, introducing more risque and adrenaline-packed activations such as the ubiquitous Monster Energy Girl models, Bellator MMA fights and motorcycle stunt shows on the midway. Monster also leveraged title sponsorship assets to sign an expanded business-to-business deal with Kroger, introduce a can promo that let fans into Friday’s practice sessions for free, and eventually introduce retail activation at convenience and grocery stores in race markets.

That led to a recognition rate of 50.5 percent in the 2017 survey, good enough to make it the seventh-most-recognized partnership out of all deals studied across sports.

Mitch Covington, Monster’s vice president of sports marketing, has refused media requests in recent months as the company maps out possible renewals with NASCAR, Stewart-Haas Racing and NHRA team John Force Racing. But Brian France, NASCAR’s chairman and CEO, said during a press conference in November that the sanctioning body was pleased with the first year of the partnership, which did come with growing pains.

“We’ve been really pleased with how Monster has come in and engaged with our fans … in all markets it’s been fantastic,” France said. “Their young, edgy demo, they’re motorsports centric and they always have been in their culture. … This is also a complicated sport to make sure that they’re getting all the value, but they’re getting a lot of value, and we’re very pleased with where that relationship is.”

While Monster’s relatively high marks were a major takeaway, Goodyear had the highest recognition rate in any category for the sixth year in a row, though its figures were slightly down among avid fans, from an overall recognition rate of 57 percent last year to 56 percent this year.

In the automaker category, all three brands in the sport — Chevrolet, Ford and Toyota — garnered their highest awareness levels ever in the NASCAR study. Toyota won this year’s Monster Energy NASCAR Cup Series championship, its second in three seasons, and the Japanese brand continued its growth in recognition rate; after hitting an all-time high of about 37 percent last year, Toyota stretched that to 42 percent this year. Meanwhile, Ford and Chevrolet were both up about 7 percentage points from last year.

In its second year as the sport’s official credit card, Credit One Bank came in with an overall 17 percent recognition rate, up solidly from the 13 percent recognition rate among avid and casual fans that the Las Vegas-based company earned in 2016. Still, the company came in behind Visa, which was incorrectly identified as NASCAR’s official credit card by about 28 percent of respondents.

For this project, Turnkey Sports & Entertainment, through its Turnkey Intelligence operation, conducted national consumer research surveys among a sample of more than 400 members of the Toluna online panel who were at least 18 years old.

This year’s survey was conducted Nov. 7-25. The 2015 survey was conducted Nov. 18-Dec. 3.

Respondents were screened and analyzed based on general avidity levels. Fans categorized as “avid” were ones who responded “4” or “5” to the question “How big a fan are you of NASCAR?” and then claimed to “look up news, scores and standings several times a week or more often,” “watch/listen/attend at least 21 races per season” and “have a favorite driver.” Fans categorized as “casual” responded “3” to the same initial question, then claimed to “look up news, scores and standings several times a month or more often,” “watch/listen/attend at least five races per season” and “have a favorite driver.”

When asked to identify official sponsors, respondents selected from a field of companies and brands that was provided to them for each business sector. The percentage responses listed have been rounded. The margin of error for each survey is +/- 4.9 percent.

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I am OK with Nascar not marketing to younger people but if you plan to be around indefinitely you need need customers in the pipeline.
I really don't see many new customers coming into the market..... yeah.... there will be a few...... but..... as a whole like we saw a couple decades ago...... nah..... Brian right now is just trying to pull a rabbit out of the hat because he knows when the current T.V. deal expires........ his goose is cooked......
 
Respectfully, I don't know what resonates with younger people, and I am not sure we have ever really known that. By their very definition, they are learning what they want in this world. Their interests change rapidly. Further (and respectfully), I am tired of looking for a sponsor to hook the younger set. They know what stock car racing is. They can take it or leave it, and they are leaving it. Time to embrace right sizing, and get on with this awesome sport.

Totally agree. The future will take car of itself. Some enjoy doom and gloom, but they don't have any clue of what will happen tomorrow, much less ten or twenty years from now. Line them up and drop the flag. BTW Monster doesn't know it's future either. There have been management changes, and recently rumors of a buyout. Not many business have been around since the 1900's as Indy has or mid 40's Nascar.
 
I really don't see many new customers coming into the market..... yeah.... there will be a few...... but..... as a whole like we saw a couple decades ago...... nah..... Brian right now is just trying to pull a rabbit out of the hat because he knows when the current T.V. deal expires........ his goose is cooked......

do you even know who has the controlling interest in Nascar? It ain't Brian.
 
Thanks for posting this, FL. I know that those who are in the business of Nascar are routinely undertaking tons of market research that we citizens never see. So we tend to just make up our own facts to suit our biases, from time to time...:flushed:

It is interesting how Turnkey classifies those who self-identify as being interested in Nascar. If you don't have a favorite driver, Turnkey does not regard you as an "avid" nor a "casual" Nascar fan. Apparently, if you don't have one or more current favorites that you root for, Turnkey regards your opinions on the subject as lacking substance and personal investment. I tend to agree with this... after participating in numerous discussions here with some who are invested in the sport, and others who "just hope to see a good race."
 
It is interesting how Turnkey classifies those who self-identify as being interested in Nascar. If you don't have a favorite driver, Turnkey does not regard you as an "avid" nor a "casual" Nascar fan. Apparently, if you don't have one or more current favorites that you root for, Turnkey regards your opinions on the subject as lacking substance and personal investment. I tend to agree with this... after participating in numerous discussions here with some who are invested in the sport, and others who "just hope to see a good race."

You may be correct in general for all I know, but I have a difficult time connecting to that point of view. I've been a fan of motorsports for my entire life. I always have competitors I like and ones I don't, and certainly have rooting interests. However, the idea of being singularly devoted to one or two favorites is something I have never experienced. I really do watch most races hoping to see a good race above all, and secondary to that is hoping my favorites do well. As a matter of market analysis, I may be an anomaly.
 
You may be correct in general for all I know, but I have a difficult time connecting to that point of view. I've been a fan of motorsports for my entire life. I always have competitors I like and ones I don't, and certainly have rooting interests. However, the idea of being singularly devoted to one or two favorites is something I have never experienced. I really do watch most races hoping to see a good race above all, and secondary to that is hoping my favorites do well. As a matter of market analysis, I may be an anomaly.

Yeah, instead of making up official driver threads and fawning over certain drivers I would prefer to see a good race and IMO a nonsensical attempt at connecting some abstract study to being a driver fan was for the purposes of taking a swipe at race fans. I have never been one to turn off the TV or leave the track just because a driver is knocked out like the driver fans do. I watch several NFL, College and Hockey games each week for the enjoyment of the game and to see individual skills and overall teamwork.
 
Totally agree. The future will take car of itself. Some enjoy doom and gloom, but they don't have any clue of what will happen tomorrow, much less ten or twenty years from now. Line them up and drop the flag. BTW Monster doesn't know it's future either. There have been management changes, and recently rumors of a buyout. Not many business have been around since the 1900's as Indy has or mid 40's Nascar.

Your statement reminded me of some of my employees as most of them came to work to work and make things happen but there where always a few that came to work to wait.....to wait for something to happen. These people were on the hope plan as they just hoped that the future would work out and they would live happily ever after. Those who fail to plan plan to fail and while the future guarantees nothing just going into business, a marriage or anything else important with the idea that future will take care of itself is the height of irresponsibility and a recipe for failure. All successful people have short, intermediate and long term goals and plan their work and then work their plan.
 
Thanks for posting this, FL. I know that those who are in the business of Nascar are routinely undertaking tons of market research that we citizens never see. So we tend to just make up our own facts to suit our biases, from time to time...:flushed:

It is interesting how Turnkey classifies those who self-identify as being interested in Nascar. If you don't have a favorite driver, Turnkey does not regard you as an "avid" nor a "casual" Nascar fan. Apparently, if you don't have one or more current favorites that you root for, Turnkey regards your opinions on the subject as lacking substance and personal investment. I tend to agree with this... after participating in numerous discussions here with some who are invested in the sport, and others who "just hope to see a good race."
This is wrong.You can be an avid fan of Nascar and not have a favorite driver. There are many people, including myself, who root for a good race, close competition, and a close finish rather than choosing to pull for just one driver.
 
This is wrong.You can be an avid fan of Nascar and not have a favorite driver. There are many people, including myself, who root for a good race, close competition, and a close finish rather than choosing to pull for just one driver.

Count me in as give me a good race any day of the week over thinking I saw a good race because a certain driver won. In fact it would not matter to me if I did not know what drivers were in what cars as what I need is good product not drivers that are graded by the number of social interactions and other BS that has nothing to do with racing a car. I think the driver fans are by nature much more prone to bias and not seeing the entire picture and after participating in numerous discussions here with some who are invested in certain drivers it becomes evident.
 
So, now we aren't good and well educated fans if we root for a particular driver? Man, this is already becoming a long off season. :rolleyes:

I've rooted for a particular driver each and every season since I started following this sport. I never realized until today that that clouds my judgement of what constitutes a good race. Learn something new every day. Good stuff.
 
So, now we aren't good and well educated fans if we root for a particular driver? Man, this is already becoming a long off season. :rolleyes:

I've rooted for a particular driver each and every season since I started following this sport. I never realized until today that that clouds my judgement of what constitutes a good race. Learn something new every day. Good stuff.
Damn, I've been doing it all wrong since 1954. Sheesh, what a waste of time.
 
So, now we aren't good and well educated fans if we root for a particular driver? Man, this is already becoming a long off season. :rolleyes:

I've rooted for a particular driver each and every season since I started following this sport. I never realized until today that that clouds my judgement of what constitutes a good race. Learn something new every day. Good stuff.

Depends on the driver. :cool:
 
So, now we aren't good and well educated fans if we root for a particular driver? Man, this is already becoming a long off season. :rolleyes:

I've rooted for a particular driver each and every season since I started following this sport. I never realized until today that that clouds my judgement of what constitutes a good race. Learn something new every day. Good stuff.

Watch and learn!
 
... It is interesting how Turnkey classifies those who self-identify as being interested in Nascar. If you don't have a favorite driver, Turnkey does not regard you as an "avid" nor a "casual" Nascar fan. Apparently, if you don't have one or more current favorites that you root for, Turnkey regards your opinions on the subject as lacking substance and personal investment. I tend to agree with this... after participating in numerous discussions here with some who are invested in the sport, and others who "just hope to see a good race."
Those people aren't invested in racing, they're invested in that favorite driver. How many times have we seen a popular driver have to quit running, and all his supporters get up and leave? My dad and I used to love it when Gordon wrecked out. We had nothing against him, but his fans leaving early made it easier for us to eventually get out of the parking lot.

Let's see what the Talladega grandstands look like when there's no Earnhardt in the field and all those 'invested' fans don't show up.
 
Those people aren't invested in racing, they're invested in that favorite driver. How many times have we seen a popular driver have to quit running, and all his supporters get up and leave? My dad and I used to love it when Gordon wrecked out. We had nothing against him, but his fans leaving early made it easier for us to eventually get out of the parking lot.

Let's see what the Talladega grandstands look like when there's no Earnhardt in the field and all those 'invested' fans don't show up.
Jeffrey Earnhardt will still be there to fill the stands
 
Oh, the irony! The Turnkey market research firm would classify @Skoalbandit33 and @Mopardh9 as neither avid nor casual fans of Nascar... and both are proclaiming their steadfast fandom for the sport... and proclaiming that I am not a fan of racing. LMAO.

Perhaps Skoal and Mopar will break new ground here, and tell us why they love Monster Energy cup racing so freaking much!
 
Oh, the irony! The Turnkey market research firm would classify @Skoalbandit33 and @Mopardh9 as neither avid nor casual fans of Nascar... and both are proclaiming their steadfast fandom for the sport... and proclaiming that I am not a fan of racing. LMAO.

Perhaps Skoal and Mopar will break new ground here, and tell us why they love Monster Energy cup racing so freaking much!
I dunno about Skoal and Mopar, but I watch to see them goldurn cars get smashed up! Whooooooeeeeee! ;)
 
No, but today neither of those looks much like they did back then. Change is inevitable; it's how you manage it that counts.
Those people aren't invested in racing, they're invested in that favorite driver. How many times have we seen a popular driver have to quit running, and all his supporters get up and leave? My dad and I used to love it when Gordon wrecked out. We had nothing against him, but his fans leaving early made it easier for us to eventually get out of the parking lot.

Let's see what the Talladega grandstands look like when there's no Earnhardt in the field and all those 'invested' fans don't show up.

"The future will take care of itself" just ask Montgomery Ward and Eastman-Kodak lol.

I think you can be a race fan and have a favorite(s) but often times the favorite becomes the primary motivator and that leads to objectivity amongst other things going out the window. Back in the 80's and 90's when Dale was done for the day or couldn't win people left en masse.
 
Master of the over-thought sweeping generalization.

There are as many different kinds of race-fans as there are race-fans. Not everything has to be compartmentalized.
 
Oh, the irony! The Turnkey market research firm would classify @Skoalbandit33 and @Mopardh9 as neither avid nor casual fans of Nascar... and both are proclaiming their steadfast fandom for the sport... and proclaiming that I am not a fan of racing. LMAO.

Perhaps Skoal and Mopar will break new ground here, and tell us why they love Monster Energy cup racing so freaking much!

Lew, I never said that I loved Nascar and that you were not a fan of racing so IDK where you are coming from. I know I normally enjoy the races up until Memorial Day and I have never stopped to think of what type of racing fan you are as it is not on my radar. Sorry!
 
I can hear it now... "WELCOME!!!! To NASCARs' Daytona 500 brought to you by the NFL.
 
I can hear it now... "WELCOME!!!! To NASCARs' Daytona 500 brought to you by the NFL.
I noticed the NFL sponsors buy a lot of advertising during Nascar races.
I don't watch football so I don't know if the opposite is true.
 
Count me in as give me a good race any day of the week over thinking I saw a good race because a certain driver won. In fact it would not matter to me if I did not know what drivers were in what cars as what I need is good product not drivers that are graded by the number of social interactions and other BS that has nothing to do with racing a car. I think the driver fans are by nature much more prone to bias and not seeing the entire picture and after participating in numerous discussions here with some who are invested in certain drivers it becomes evident.
I had a favorite driver, Bill Elliot, after he retired I followed Kasey Kahne in the 9 Dodge for a few years. After that, when the racing started to be boring and I stopped going to Vegas for the Cup races, I just hoped for good racing. I like Truex and some of the young guns, but to say I have a favorite that I pull for every week...it just isn't there. The passion isn't there anymore, I'm hoping beyond hope that the Gen 7 car brings that back, but I'm not holding my breath.
 
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