As part of its upcoming promotional efforts, NASCAR will enhance the star power of its drivers and foster closer relationships with new and returning fans.
NASCAR’s strategy revolves around cultivating driver brands and enhancing fan loyalty by encouraging fans to connect with their favorite drivers. This approach involves empowering drivers to actively promote the sport through their own channels and mediums, thereby amplifying NASCAR’s reach and engagement. This emphasis on drivers is evident in various initiatives, including the Netflix show and NASCAR’s recent brand campaign launched during the Busch Light Clash at the LA Coliseum on Feb. 4.
This driver-centric approach will continue to be a focal point in NASCAR’s media and fan engagement strategies throughout the year, with an emphasis on educating fans of all levels about the sport.
Daytona 500 Plans and The Importance of Highlighting Young NASCAR Drivers.
VP of Fan Engagement David Zane highlights the importance of young athletes who are rising stars. Several of these athletes have recently achieved noteworthy victories and championships, demonstrating the importance of developing their talent and potential. Ryan Blaney, the current championship, as well as Chase Elliott and Kyle Larson were notable examples of past champions.
“What we find is fans in general are more attracted to the sport when they have someone to root for,” he said. “It was a great opportunity for us to get behind the helmet to allow our drivers to tell their stories off the track and ultimately give fans another reason to root for them.”
The season-opening Daytona 500 on Sunday promises a star-studded affair with celebrity integrations adding to the excitement. Dwayne “The Rock” Johnson will serve as Grand Marshal, commanding the start of the engines, while Pitbull will deliver a pre-race concert. DJ Khaled will act as the Honorary Starter, waving the green flag to kick off the race.
According to Zane, NASCAR partnered with Dwayne Johnson due his relationship with FOX. The idea was initially discussed between NASCAR and FOX during its awards event in Nashville, where they saw it as an opportunity to elevate the sport. Johnson, being one of the top names in the world from a celebrity standpoint, expressed enthusiasm about the partnership, prompting NASCAR’s excitement to collaborate with him.
Additionally, the new 5-episode Netflix docuseries “NASCAR: Full Speed,” which premiered on Jan. 30, offers an exclusive behind-the-scenes glimpse of the 2023 NASCAR Playoffs and Championship Race. The series has garnered significant acclaim, making its debut week inside Netflix’s Top 10 in seven different countries and reaching as high as No. 3 in Canada and No. 5 in the U.S. Following Netflix’s $5 billion purchase of WWE Raw streaming rights last month, live sports content is in demand on streaming platforms.
The robust growth trajectory, viewership, and engagement of NASCAR provide an ideal platform to connect with fans, according to Zane. In addition, Zane admits that it can be challenging to accomplish this among Gen Z and younger millennials due to the fragmented nature of social media. In today’s world, there are numerous distractions and ways to pass the time, emphasizing the importance of staying relevant to audiences.
“I think it’s really about providing engaging content and making sure we’re focused on targeting our fans or potential fans with the information and with the data that we have on them. So, you know, we can get so granular as far as who we’re targeting and how we’re targeting and we understand from an interest base standpoint, who is more likely to engage in the sport,” Zane explained, adding that it also involves leveraging these insights to tailor content, advertising, and engaging elements to captivate the audience and encourage them to watch.
Zane emphasized the importance of authenticity in their partnerships and engagements to grow the sport and reach new audiences. NASCAR looks for voices, celebrities, or individuals who align with the values of the sport, which is exactly what Gen Z embodies. By leveraging these partnerships effectively, NASCAR seeks to engage existing fans while also attracting new ones who may have an interest in car culture or related topics.
Snapback is Getting Involved With NASCAR’s Daytona 500 Fan Engagement
In addition to being the largest sports-based Snapchat account, Snapback Sports will also be present at NASCAR’s Daytona 500, where fans can expect a classic Snapback experience. In addition to providing insight into the on-track action, the initiative also offers insight into Daytona’s overall atmosphere. Through behind-the-scenes access and enhanced interactions, the experience shows Daytona through the eyes of the fans. The aim is to create a highly relatable and immersive viewing experience through the use of a vertical vlog format, coupled with direct engagement from a relatable personality.
According to Snapback Sports’ CEO Jack Settleman, the partnership with NASCAR is a great example of a sports fan’s perfect relationship with that sport. With the collaboration, racing events in Sonoma and exploring Chicago’s urban tracks have been part of a diverse range of experiences. In Snapback x NASCAR, the partnership aims to bring a fresh perspective to the new-age fan base.
“Our mission at Snapback Sports is to bring the best experiences in sport to the next generation of sports fans and we deliver that by engaging them in different forms of content, ” said Settleman. “We learn what makes the sport great and then add our own twist to create engaging content to encourage our audience to tune in or get out to the track.”
