Facts about NASCAR

Fortune

September 5, 2005

TV and media: 543million a year (Fox, NBC, TNT) 6 year/2.4 billon deal expires in 2006.

Tickets - $429 million Avg. attendance 125, 000, average ticket price $88

Mechandise – 322 million; liscensing fees from 2.1 billion in retail sales of t-shirts, caps, die-cast cars and other crap souvenirs.

Food and Beverage – 184 million

Sponsorship – 1.5 billion

Primary team sponsor, marquee branding on driver and car, pay more, get more space. i.e 8-20 million.

Nascar sponsor – the front quarter panel to special prize sponsors: 2 million.

Associate team sponsor – smaller logos on driver and in a few designated car locations – 500,000 to 5 million

Where the money goes
Tracks – 1.07 billion
Nascar – 379 million (the France family, original founding family, has billions)
Teams – 1.56 billion

Typical team expense
Engines – 5mil
Parts – 2mil
Tires – 1 mil
Engineering – 3mil
Travel – 1.5mil
Sales and marketing – 1mil
Adminstration – 3mil
Team personnel – 5.5 mill
a) driver 1-10 mil
b) crew chief 200-750,000
c) pit crew member – 60,00-200,000

1992 – 2.5mil to sponsor a team

Norm Miller of Interstate Batteries says sponsoring NASCAR has helped boost potential customers “front-of-brain” awareness of his brand from 22 to 70%.

According to a NASCAR licensing study, 72% of fans are more likely to buy a product if it has the sport’s logo on it.

Celebrity chef Mario Batali is writing a NASCAR cookbook.

Nextel has found that NASCAR fans are several times more likely to try their service than the average person.