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NASCAR unveils huge social media effort surrounding Daytona 500
DAYTONA BEACH, Fla. -- At heart, we're all racers. That's the crux of NASCAR's massive marketing and social media platform surrounding Sunday’s Daytona 500 (1 p.m. ET, FOX, MRN, SiriusXM NASCAR Radio), one that includes activation on Twitter and Snapchat and gives fans a chance to win prized race-used memorabilia by "racing" each other in the Hashtag 500. In an integrated marketing campaign titled Ready.Set.Race, combining television creative and social engagement, NASCAR seeks to highlight the racers in all of us. "When you're a kid riding a bike and racing the other kids in the neighborhood," says Jill Gregory, NASCAR senior vice president, marketing and industry services. "Or when you're at the gym on the treadmill, and you're trying to secretly race the person next to you. "To us, all that just reinforces that love of racing, and what better way to get your racing fix than watching or attending a NASCAR race. We're absolutely focused on that in our television creative, but this digital and social component, where we're encouraging fans to race each other during one of our events, is a new and innovative way to make that love of racing come to life." MORE: Race-day experience elevated with Snapchat partnership During the Daytona 500 , fans wishing to compete for race-used memorabilia must watch the FOX broadcast (pre-race coverage starts at noon ET) and follow @ NASCAR on Twitter to receive a custom hashtag for each of 10 memorabilia items. Once each hashtag is unveiled, the 500th person to tweet that hashtag in concert with #DAYTONA500 will win that race and the prize that goes with it. That's not the only aspect of Twitter's expanded support around the Great American Race. Other activations will include the use of Vine and Periscope; Twitter Moments; @ NASCAR tweets featuring such celebrities as John Cena, Florida Georgia Line and Ken Griffey Jr.; Twitter Mirror, a tablet based application where celebrities pose for their own photos; and infield branding in Daytona International Speedway . RELATED: Exclusive Daytona content via Twitter To help tell the story of what it's like to attend a NASCAR race, Snapchat will at least double its Live Story coverage of NASCAR events in 2016, beginning with Sunday’s Daytona 500 . "(There will be) a curated stream of photos and videos submitted by fans at the race, and Snapchat will provide people outside the race track and outside the sport an inside look at what NASCAR's all about." The thousands of submitted Snaps from each event will be curated and packaged by Snapchat into a video stream that is shared globally with Snapchat's more than 100 million daily active users right on their mobile devices. Each NASCAR Live Story will be available to view on Snapchat for 24 hours. Facilitating the social media engagement is the recently completed $400-million Daytona Rising project, which transformed the Birthplace of Speed into the first true motorsports stadium. One of the many benefits of Daytona Rising includes enhanced WiFi capability designed to heighten social media engagement of fans at the races. In addition, broadcast partner FOX is asking fans to submit video content from Daytona 500 week for inclusion in a crowd-sourced documentary titled "100,000 Cameras," to air on FS1 in late February. NASCAR also offers a full range of digital and mobile products offering fans everything from in-car cameras to driver audio to social feeds and fantasy scoring. RaceView , for example, provides a 3-D representation of every car and track, real-time driver stats and multiple viewing angles for each NASCAR Sprint Cup Series race in real-time. Last year, NASCAR set a record with 1.1 billion page views across its NASCAR .com website and digital platforms, a 20-percent increase over 2014. "We know that our core fans are engaged quite a bit with these (social and digital) platforms, and we know younger, more diverse fans are users of these platforms," Gregory says. "So for us it's a win/win, because fans across all our segments have a way to engage with NASCAR ."
NASCAR may get 'the Boot' at Watkins Glen
RELATED: Learn more about Watkins Glen " Course breakdown by turn WATKINS GLEN, N.Y. – Now that Watkins Glen has started repaving its racing surface, running "the Boot" may be back on the table for NASCAR races. The current configuration of the Glen for NASCAR Sprint Cup and XFINITY Series races eliminates the Boot, which contains Turns 6 through 9, and shortens the course from 3.40 miles to 2.45 miles. But with repaving already having taken place in the Boot, smoothing the bumps in that portion of the track, NASCAR is considering running the full Grand Prix Course, which currently is used for the Tudor United Sports Car Championship. "We could," NASCAR Executive Vice President and Chief Racing Development Officer Steve O’Donnell told the NASCAR Wire Service before Sunday’s Cheez-It 355 at the Glen. "We're discussing it with the track. It's something we're looking at down the road." Even with the addition of the Boot, Watkins Glen wouldn't be the longest road course on the NASCAR rotation. Road America in Elkhart Lake, Wisconsin, which hosts the XFINITY Series, measures 4.048 miles.
Bobby Isaac joins NASCAR Hall of Fame Class 2016
RELATED: Learn more about the NASCAR Hall of Fame In a different era, in which stock cars driven to and past their limits didn't break with frequency, there's no telling how many races or championships Bobby Isaac might have won. Isaac, the 1970 NASCAR premier series champion, won 37 of his 309 starts. But he was a DNF -- did not finish -- 129 times. His 49 poles rank 10th all-time, with 19 -- a still-standing, single-season mark -- coming in 1969. Only 38 drivers have won 19 or more poles in a career. Nobody ever had to tell Isaac to "stand on it." "Bobby was a never-give-up kind of guy," said Buddy Parrott, a member of Isaac's No. 71 K&K Insurance Dodge crew and a 49-time winner as a premier series crew chief for NASCAR Hall of Famers Richard Petty, Rusty Wallace and Darrell Waltrip among others. "Bobby had no fear." Isaac's accomplishments are such that he'll join the NASCAR Hall of Fame's Class of 2016 along with Jerry Cook, Terry Labonte , O. Bruton Smith and Curtis Turner. Their induction will take place Jan. 22 in Charlotte, N.C. The ceremonies will be broadcast live at 8 p.m. ET by NBCSN. Isaac, born on a farm near Catawba, North Carolina in 1932, saw his first stock car race at nearby Hickory (N.C.) Motor Speedway and at age 17 bought a 1937 Ford and put roll bars in it. He flipped the car on the race's second lap but that didn’t dampen his desire. Working at a variety of low-paying jobs, Isaac began racing the NASCAR late model sportsman circuit. He survived but sometimes just barely. "One time I drove 200 miles to drive a fellow's modified car with $4 in my pocket," he once said. "I figured that I'd have enough to buy gas and get down there and eat a hot dog before the race. The gas was $3 but I had to put two quarts of oil in my car so I was broke when I left town. When the feature started my stomach was not only growling but I didn’t have enough gas to get back home. "I drove that car as hard as I could and won. I had to win." Isaac, described by some as "mercurial," went sportsman racing fulltime in 1958, driving for Ralph Earnhardt. He won 28 feature events, competing against the likes of NASCAR Hall of Famers Ned Jarrett and David Pearson. Isaac, at age 28, competed in his first premier series event in 1961. Driving a Dodge for Ray Nichels, he won his first race in 1964 -- a 50-lap Daytona 500 qualifier in which he edged Jimmy Pardue in a photo finish after Richard Petty ran out of fuel. With factory-supported teams jumping in and out of the sport in the mid-1960s, Isaac went from top ride to no seat at all. His fortunes changed in 1968 when he was hired by Indiana insurance magnate Nord Krauskopf and paired with legendary crew chief Harry Hyde, whose larger than life persona was captured as Harry Hogg in the film "Days of Thunder." Over the course of five seasons, 1968 to 1972, the trio's "Poppy Red" Dodges won 36 times -- 17 alone in 1969 when Isaac won 17 times in 50 starts. Bedeviled by 19 failures to finish, Isaac wound up sixth in the championship standings. Isaac "only" won 11 times in his championship season, but the DNFs were reduced to just nine. The K&K team is remembered best for its winged Dodge Charger Daytona, the needle-nosed, high rear-wing version of the standard Charger. Remarkably, Isaac visited Victory Lane only once in that model, at Texas World Speedway in 1969, his 20th career win and first on a superspeedway. "We won a lot of short-races, but we couldn't pull it all together on the big tracks until the last race of the season," said Isaac in Greg Fielden's book " NASCAR : The Complete History." "Winning the championship gave me personal satisfaction, but I'd rank it second to the Texas win. "The way I look at it, it took me seven years to win a superspeedway race and only three years to win the championship." In September 1971 the team took its winged car to the Bonneville Salt Flats in western Utah where Isaac set 28 speed records, including a 217.368 mph "flying kilometer" mark. "That car weighed 3,900 pounds and it had 650 horses in the motor," Hyde told Car and Driver's Bob Zeller in May 2002. "And when Bobby set it sideways, it looked like a hydroplane on water. He came by at 200 mph broadside with a big rooster tail of salt comin' out the back." Driving part-time schedules for a number of owners, Isaac ran his last premier series race in 1976. He returned to Hickory Motor Speedway the following year where, on Aug. 14, he pulled out of a sportsman race feeling ill and was taken to a local hospital where he succumbed to heart failure at age 45. Isaac was inducted into the National Motorsports Hall of Fame in 1979 and the International Motorsports Hall of Fame in 1996. In 1998, NASCAR honored him as one of its 50 Greatest Drivers of all time. Tickets are available for the NASCAR Hall of Fame Induction Dinner and Ceremony (limited quantities available). Individual ticket and ticket packages are available at ticketmaster.com, the NASCAR Hall of Fame Box Office or by calling 800.745.3000.
Modified great Jerry Cook to go in NASCAR Hall of Fame
RELATED: Learn more about the NASCAR Hall of Fame Jerry Cook never intended to support his family driving a modified stock car. It kind of snuck up on the young resident of Rome, New York. Cook, who built his first modified at the age of 13, took the wheel by happenstance, when his hired driver wrecked two of the race cars he owned. That was in 1963, well before Cook won his first of six NASCAR modified championships. But Cook soon discovered he had a knack for winning races – and finishing well enough to cash a decent check when he didn't. "Every time I reached into my pocket, it had money in it," Cook would say later. "So I kept racing." And indeed Cook did – all the way into the NASCAR Hall of Fame, into which he’ll be inducted Jan. 22 as part of the Class of 2016 that also includes Bobby Isaac, Terry Labonte , O. Bruton Smith and Curtis Turner. Induction ceremonies will be live on NBCSN, Motor Racing Network and SiriusXM NASCAR Radio beginning at 8 p.m. ET. Cook won modified championships in 1971-72 and 1974-77. Before retiring at the conclusion of the 1982 season, Cook also posted six championship points finishes of second and two of third. He won 342 NASCAR modified races in 1,474 career starts – and countless other non-sanctioned events. Cook finished among the top 10 an amazing 85% of the time. Cook joins fellow Roman and career-long modified racing rival Richie Evans in the NASCAR Hall of Fame. The late Evans, a nine-time NASCAR modified champion, was inducted in 2012 as the first Hall member whose career wasn't connected to NASCAR's premier series. Cook is the second. "We've now finished off the battle of Rome," said Cook. "For me and Ritchie to both be in the NASCAR Hall of Fame, it kind of tops it off." Cook and Evans made upstate New York the epicenter of NASCAR modified racing in the 1960s, '70s and '80s. Each driver had his legion of fans – vociferous on behalf of the merits of their favorite charioteer. Cook and Evans were respectful of each other and friends off the track, yet as different as night and day. Evans was the flamboyant one, famous for living life to its fullest with rock and roll music as the race shop's background noise. A writer calling Cook’s home, however, would find the telephone answered by the driver’s wife, Sue, who would refer him to the backyard garage where preparing or repairing Cook's red cars was quietly taking place. Ray Evernham, a former modified driver, NASCAR Sprint Cup Series championship crew chief and television analyst had this to say about Cook: "Jerry was not a guy who raced on the edge. Jerry won his share no doubt. But if he didn't win, he was still going to be in the top five." In some years, Cook's team would run nearly 100 races, at up to 19 tracks of all sizes, shapes and surfaces from New England to Virginia. Some of Cook's signature wins took place outside New York and New England. Cook’s first major victory was the 1969 Dogwood 500 at Martinsville Speedway . He won a trio of 200-lap races at the tough, Bowman-Gray Stadium (in North Carolina) quarter mile between 1977 and 1980. The closest Cook came to the NASCAR premier series was a Daytona 500 qualifying race in 1973. His car's engine blew seven laps from the end. Cook, with a wife and two children, took a look at what non-factory-supported drivers were winning and decided to stay in the modifieds. "So that's why I stuck with what I did best," he said. Cook retired after winning the Spencer Speedway championship in 1982. For more than 30 years he was a key member of NASCAR's competition department and was instrumental in the formation of the current NASCAR Whelen Modified Tour and NASCAR K&N Pro Series East. Cook, 72, was named one of NASCAR ’s 50 greatest drivers in 1998. He is a member of the International Motorsports Hall of Fame, National Motorsports Press Association Hall of Fame and New York Stock Car Hall of Fame.
Brent Dewar sums up successful NASCAR season
The 2015 NASCAR season wasn't just about hitting important metrics, though the sport did precisely that. As NASCAR Chief Operating Officer Brent Dewar noted on Wednesday at the SportsBusiness Journal's Daytona Rising/ NASCAR Motorsports Marketing Forum, the 2015 season has been one of change, both in terms of business models and the sanctioning body's quest for a new entitlement sponsor for its foremost series. Dewar said he talks almost daily with Race Team Alliance leader Rob Kauffman, and those discussions have far-ranging implications for the ownership model in the sport, including a possible charter system for team ownership. "Like Rob, I'm cautiously optimistic that we can get something that really helps provide a foundation for the future," Dewar said, stressing the importance of building stability in the sport. In that same vein, Dewar expressed pride in the recently completed and unprecedented five-year sanctioning agreements with race tracks that host NASCAR events. Asserting that NASCAR racing is more popular today than ever before, Dewar noted that the sanctioning body is in an excellent position to broaden its base of potential replacements for Sprint, which will leave its role as title sponsor for the Sprint Cup Series after 2016. Fundamental changes in the sport, such as an elimination-based Chase format, give NASCAR executives the opportunity to re-introduce the sport to a wider audience. "If you haven't been around NASCAR in the last two or three years, you really haven't been around NASCAR ," Dewar said. "It's really allowing us an opportunity to talk to a wide group, whether it's blue-chip domestic companies, to internationals, to regional companies -- and we have a great story to tell. "It's casting a wide net. We're in a nice place, and we've been to some really cool companies, talking about our sport. We hope to find a partner that will deliver equally the strength that we've gotten from Sprint." Dewar said there's no specific timetable for finding a new partner but added that, "I'm as excited today as I've ever been in the sport."
NASCAR TV schedule: May 2-May 8
RELATED: Find FS1 in your area All times ET Monday, May 2 8 a.m., NASCAR Sprint Cup Series: GEICO 500 (re-air), FS1 11 a.m., NASCAR Victory Lane, FS1 5 p.m., NASCAR Race Hub, FS1 5:30 p.m., NASCAR America, NBCSN Tuesday, May 3 6 a.m., The 10: Talladega Moments (re-air), FS1 6:30 a.m., WeatherTech SportsCar Championship: Laguna Seca (re-air), FS1 9 a.m., NASCAR XFINITY Series Sparks Energy 300 (re-air), FS1 5 p.m., NASCAR Race Hub, FS1 5 p.m., NASCAR America, NBCSN Wednesday, May 4 5 p.m., NASCAR Race Hub, FS1 5 p.m., NASCAR America, NBCSN Thursday, May 5 5 p.m., NASCAR Race Hub, FS1 Friday, May 6 11:30 a.m., NASCAR Sprint Cup Series practice, FS1 12:30 p.m., NASCAR Race Hub: Weekend Edition, FS1 1:30 p.m., NASCAR Sprint Cup Series final practice, FS1 4:30 p.m., NASCAR Camping World Truck Series Keystone Light Pole Qualifying, FS1 6 p.m., NASCAR Race Hub: Weekend Edition, FS1 6:30 p.m., NASCAR Sprint Cup Series Coors Light Pole Qualifying, FS1 8 p.m., NASCAR Camping World Truck Series SetUp, FS1 8:30 p.m., NASCAR Camping World Truck Series: Toyota Tundra 250 , FS1 11 p.m., NASCAR Camping World Truck Series: Post-Race Show, FS1 Saturday, May 7 4 a.m., NASCAR Camping World Truck Series: Toyota Tundra 250 (re-air), FS1 6:30 a.m., The 10: Earnhardt Moments (re-air), FS1 7 a.m., NASCAR Sprint Cup Series Coors Light Pole Qualifying (re-air), FS1 7 p.m., NASCAR RaceDay, FS1 7:30 p.m., NASCAR Sprint Cup Series: GoBowling 400, FS1 Sunday, May 8 3 a.m., NASCAR Sprint Cup Series: GoBowling 400 (re-air), FS1 8 a.m., Continental Tire SportsCar Challenge: Mazda (taped), FS1 &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp;
Pursuing NASCAR's triple crown intrigues Bobby Labonte
TALLADEGA, Ala. -- Bobby Labonte quietly bowed out of full-time Sprint Cup Series competition at the tail end of the 2013 season. No retirement tour, no gifts. Certainly no ponies. The 2000 premier series champion has selectively dabbled in the sport since, however, with a handful of unremarkable starts at Indianapolis and the restrictor-plate tracks, knowing the pack racing may be his last remaining shot at picking up his first -- and likely final -- Cup victory in more than a decade. Labonte will run in Sunday's GEICO 500 (1 p.m. ET, FOX, MRN, SiriusXM NASCAR Radio) at Talladega Superspeedway , his second of a scheduled four-race slate in 2016. While not sure if this same type of deal will continue to be available to him in future years, the brother of NASCAR Hall of Famer Terry Labonte hinted at an interestingly hush-hush opportunity that could be coming down the pipeline later on this season. "I do have a couple other possibilities I am excited about that might come to fruition later on in the year that I didn't see coming around the corner but they are opportunities that might lead to something that I have been more excited about than anything I have done in my career," Labonte said Friday at Talladega. "Racing is still a big passion of mine and I know I am not going to go do a lot of things I used to do but there are still some opportunities out there that are still up on my radar that I would like to do." But what does he have left to prove? What racing goals remain? "That is a great question, too. Winning any race. It might be a bicycle race. Racing at the Sprint Cup level has gotten so intense that if you can't do it every weekend … (Talladega) is different as we all know. Last weekend and next weekend is different than here," Labonte said. "It is one of those things that I guess I kind of want to race more in a way but I don't want to race more in some ways. I don't want to do it every weekend but I know there are different series you can do that aren’t quite as strenuous as this. "My brother told me one time after about two years of retirement, 'You know, you will have a lot more friends later that you didn't know you had.' And that is true. I am enjoying that. As far as racing goes I am enjoying it and my opportunity is only four times right now through a little bit of what I want to do and a little bit from other people." One remaining goal is obvious: becoming NASCAR's first Triple Crown winner by notching a championship at each of its three national series levels. Labonte has the two arguably tougher feats down, winning the XFINITY Series (then Busch Grand National) title by 74 points over Kenny Wallace in 1991, then taking his first and only Sprint Cup Series (then Winston Cup) title by a wide, 265-point margin over Dale Earnhardt in 2000. It's a long shot, and Labonte admits that "everything has to line up right," but he's at least considered the prospect of running for a Camping World Truck Series title. He has 10 career starts in the series, with one win (2005 at Martinsville). "It is absolutely something that we have talked about and met with some people about," Labonte said. "I couldn't just make it happen by snapping my fingers and we couldn’t quite get it all lined up. I definitely had it in my mind that it was something I really wanted to do. I would still entertain that but there is also a point where if you can chase the championship that is one thing, and you can do it in a lot of ways. "When I started racing when I was little, the passion was to race and win and that is what you want to do. You want the chance to do that. We did it back then and I think the Truck Series is very appealing to me. I loved it when I did a few of them for a couple of guys and won a race and finished in the top five quite a bit. It is definitely a different level and the garage area is a lot calmer there than it is in the Sprint Cup Series and it kind of, at this point in time, is very appealing."
NASCAR Snapchat: Live story from Talladega
Don't miss NASCAR's latest Live Story in Snapchat this weekend as we take you inside race day at Talladega Superspeedway on Sunday. The Live Story features videos and photos submitted by drivers, teams and fans from in and around the track, showcasing behind-the-scenes access with your favorite stars along with the best of what fans experience around the track. Here's your chance to experience a day in the life at one of NASCAR's most exciting races, even if you can’t make it to the track. If you're making the trip to Talladega, be sure share your Snaps into the Talladega Live Story starting at 5 a.m. ET. And even if you aren't there, follow NASCAR on Snapchat for behind-the-scenes content throughout the season by clicking here.
NASCAR explains review of Talladega finish
RELATED: Full race results " Frame-by-frame of finish TALLADEGA, Ala. -- NASCAR XFINITY Series Managing Director Wayne Auton said officials felt "100 percent that we got it exactly right" in flagging Elliott Sadler the winner in Saturday's Sparks Energy 300 at Talladega Superspeedway . The official results were delayed after a hard crash involving Joey Logano and Blake Koch brought out the caution flag as the field raced to the checkered flag following an overtime restart at the fast, 2.66-mile superspeedway. The incident was typical for Talladega and chaotic for officials trying to sort out the running order while also making sure those involved in the incident were attended to as quickly, and a safely, as possible. RELATED: See the wreck that came at the end of the race "At the end of the race we knew that everybody was going to be jockeying for position trying to get that win to get into the XFINITY (Series) Chase," Auton said. "We use every resource we can. Our main goal is to make sure that we got it right. It took us a little time up in the tower. We feel 100 percent that we got it exactly right. We used film … eyes … we took our time in the tower." Video replays from cameras located inside the track, outside the track and from high above were studied not only to determine who was leading the race at the time the yellow flag appeared, but also to determine the running order of others throughout the field. RELATED: Ride with the Nos. 22 and 48 on the final lap Auton said there was never any question about whether the caution was necessary. "Our No. 1 job in this sport is safety of these drivers, safety of crewmembers and of fans," he said. "When you see a car turn hard right … it's pretty scary. With all the safety features we’ve applied, the safer walls that are all the way around all of our race tracks now … and the safety features that we have inside the car, our No. 1 concern was when the 22 car hit (was) to make sure that Joey was OK. "Automatically we went ahead and put out the caution. We felt like it was the right time. As you saw, another car came in and made contact with the 22 when he came off the wall. We need to start getting the guys to roll out of the throttle for the safety of the other drivers." Logano ( Team Penske ) was the leader when the field roared off the fourth turn for a final time. But contact with Sadler -- Logano later said it was likely he that moved down on the JR Motorsports driver -- sent his car into the outside wall. Although Sadler's No. 1 Chevrolet dropped below the yellow line, it was the result of the contact. More importantly, Auton said, Sadler did not advance his position, which the rule does not allow. "He was also forced down there when … he and the 22 car made contact," he said. "In our eyes, he did not gain any positions, he was already there. It was legal by the rules."
NASCAR sees Fortune 500 involvement increase
NASCAR CMO Phelps: 'Technology is incredibly important for us' RELATED: NASCAR news release Technology, in the form of Fortune 500 investment, is reinforcing the notion that NASCAR makes good business sense. For the third consecutive year, the number of Fortune 500 companies utilizing NASCAR as part of their marketing mix has increased. In fact, nearly half of America’s Fortune 100 companies invest with NASCAR to help drive their business and more than one in four Fortune 500 companies are on board. The new analysis, conducted and released by NASCAR on Wednesday, indicated a 7 percent increase in Fortune 500 corporate involvement since the 2014 study. The 130 Fortune 500 companies now involved in the sport reflect a 20 percent increase since 2008. Now, investment is back in a big way, led by high tech involvement in the sport. "Technology is incredibly important for us," says Steve Phelps, NASCAR chief marketing officer. "It’s not only about helping us grow, financially, but how technology helps change people’s perception of NASCAR . Technology helps us on the race track with things like safety initiatives and brings fans closer to the sport they love in many ways." Phelps said the sport began to notice tech’s impact with Hewlett-Packard’s involvement three years ago. Now, NASCAR ’s partnership with Microsoft has other tech companies taking note. Tech corporation involvement is up 66 percent since 2013. "No question, this is great news for us," Phelps says. "We want our fan base to become younger and more diverse. Technology brings those fans. It’s important for us to be there, working with these companies." Phelps sees Microsoft’s collaboration with NASCAR as a true win-win that other tech firms might seek to emulate. "Microsoft, which signed deals with NASCAR and Hendrick Motorsports , has used NASCAR as a validator of their technology," Phelps said. "One existing piece is an app they developed that helps us with the inspection process prior to the race. We’re doing things in half the time we used to, using a mobile inspection app as opposed to collecting information manually. This helps with data collection and storage." Phelps is quick to point out that investment in NASCAR ’s sanctioning body, its tracks and its teams extends far beyond the Fortune 500 list. " NASCAR continues to be a great place for all companies to get their marketing message across," Phelps said. "When you look at NASCAR ’s recovery over the past three years, I think it speaks volumes about how NASCAR continues to do very well in attracting businesses of all sizes. "It’s a way for business to reach the most loyal fans in all of sport who vote with their wallets. This continues to be the case in every research report we’ve done: NASCAR fans support brands that support their favorite sport. We think this is a major point of differentiation for us." Brand exposure in NASCAR is especially valuable given the loyalty of its fans. Repucom’s SponsorLink tracker shows seven out of 10 NASCAR fans are loyal to a brand when it sponsors their sport, higher than all other major sports properties. NASCAR CEO Brent Dewar echoed Phelps’ assessment in analyzing the most recent study. "We are gratified that NASCAR continues to be a place where best-in-class corporations choose our sport to drive brand awareness, preference and purchase behavior," Dewar said. "Our fans are fiercely loyal to our sport and the Fortune 500 brands that are an integral part of the NASCAR eco-system. We collaborate with partners across the industry each and every day to grow the sport and help advance sponsors’ objectives." It hasn’t hurt that NASCAR has taken a proactive approach in attracting and discussing its business environment with its investors. An example is NASCAR ’s Fuel for Business Council, which meets quarterly, and gets business leaders talking about opportunities in NASCAR , including branding and business-to-business opportunities. This month’s meeting in San Francisco featured presentations by Microsoft and by Fanatics, which is in the process of revolutionizing the sport’s at-track merchandising operations. "It’s an opportunity for companies to talk to each other, and that’s really important," Phelps said. "Microsoft’s presentation answered the question: 'Why are we in NASCAR ?’ In the end, we do business-to-business better than any sport on the planet – an important point of differentiation for investors." Phelps points out that investment extends far beyond the scope of Fortune 500 corporations and does not include dozens of companies advertising with NASCAR ’s media partners or the hundreds of small- and mid-sized businesses with direct ties to the sport. To be eligible for the Fortune 500, a company must be based in the U.S. and be publicly traded. Though many more Fortune 500 companies advertise on NASCAR -related television programming, only those that are partners or licensees with the sanctioning body, teams and / or tracks were counted in the analysis. Although being a Fortune 500 company is the "gold standard" of success for publicly-traded companies in the U.S., several global corporations currently involved in NASCAR were not included in the analysis because they do not meet Fortune 500 criteria. Those include Ingersoll Rand, MillerCoors, Mars, McLaren and Toyota. FULL SERIES COVERAGE • Latest news • Standings • Schedule