To Ban or Not To Ban? Compassion for those offended vs. Potential Sponsorship Consequences Potential Market Expansion Consequences Media Mattersħ Efforts at Diversity “Diversity, both on and off the track, is a top priority for NASCAR.” Brian France, CEO & Mike Helton, President Diversity Council Urban Youth Racing School National Diversity Internship Program Motorsports Industry Workforce Initiative Drive for Diversity Program Is the flag simply associated with its brand, or is it actually part of its brand? How is NASCAR’s brand image affected by this powerful symbol? Initially a predominantly southern sport 1960s through 1970s: 75% 2008: Only 42% Race sponsorship = $500k - $20M Broadcast deals with FOX, NBC and TNT ( ) = $8.2Bĥ Confederate Flag Symbol of Southern pride and sacrifice or intolerance and hate? NASCAR is confronted with the problem of keeping its core fans happy, while trying to win over new fans. Sport Marketing Quarterly, 19(3), Brian Patrick NASCAR: Checkered Flags Are Not All That Are Being Waved. Presentation on theme: "NASCAR: Checkered flags are not all that are being waved"- Presentation transcript:ġ NASCAR: Checkered flags are not all that are being waved
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