NASCAR digital and social media numbers continue to grow in 2016
During his State of the Sport press conference prior to the Championship 4 race at Homestead-Miami Speedway earlier this month, NASCAR Chairman and CEO Brian France relayed an anecdote about watching a scaled-down, highlight-driven Duke college basketball game on his laptop. The story painted a broad picture of the shift in fan consumption habits. And for NASCAR , that has meant a shift in strategy to serve fans who want an immersive experience, whether attending live in-person, watching on TV, or engaging with sports at home or on the go. By all metrics, NASCAR ’s digital and social media numbers have shown strong growth over the 2016 season, validating a strategic choice to reach race fans in the multifaceted ways they opt to consume NASCAR content. Consider these numbers: Overall, NASCAR drew 256 million social engagements across all its digital platforms, an 87 percent increase year-over-year, and a massive increase of video content views. NASCAR saw a 14 percent growth in followers across its social and digital platforms. Of particular note was a spike in the growth of Snapchat followers after NASCAR announced its partnership with that platform in February. NASCAR competitors and fans provided live content from four races, starting with the Daytona 500 , under the aegis of "Snapchat Live Story." The Daytona 500 itself saw a 63-percent increase in race day impressions, while engagement with NASCAR content tripled. "It’s been fantastic," said Jill Gregory, NASCAR senior vice president and chief marketing officer. "I think that what it has done is validated our strategy that we set out at the very beginning of this season, when we talked about leading with digital and social and really trying to talk to our fans where they were and going to reach them at all the places they consume NASCAR . "We started that with our 'Ready.Set.Race' campaign and the Hashtag 500 around the Daytona 500 , and it’s really just continued to build throughout the whole season." The Hashtag 500, the race to win Dale Earnhardt Jr .'s firesuit, generated 13,000 NASCAR -related mentions in a single minute, a high-water mark for NASCAR content since the advent of the sanctioning body’s Fan and Media Engagement Center. Central to the success of the 2016 digital and social media campaign was heavy promotion of #TheChase across all platforms, leveraging Twitter, Vine, Periscope, Facebook, Instagram and Snapchat to engage fans throughout the 10-week playoff. Capturing the drama of the Chase, which concluded with Jimmie Johnson claiming his record-tying seventh NASCAR Sprint Cup Series Championship, was the digital film series "Ready.Set.Chase." All told, the five-film series garnered more than 13 million views. "I think we’re seeing it at NASCAR , and obviously we see it happening across the sports and entertainment landscape, that fans want to customize their experience regardless of what they’re watching or looking at," Gregory said. "If we want to talk to those fans, we have to go places that are convenient for them. "If they’re watching on their mobile app, if they’re watching via NASCAR .com, if they’re watching on television, it’s our job as the league to provide all of that great content in all of those places and then make sure that we deliver the right experience for each of those platforms."
NASCAR touring champs set for gala celebration
MOORESVILLE, N.C. -- Anthony Kumpen came the farthest, making the hours-long plane ride from Europe. It was a return trip he has happily accepted. Kumpen and six other champions from the NASCAR touring and regional series have congregated in the Charlotte, North Carolina, area this week for a celebration of their title-clinching seasons. The activities culminate in Saturday's NASCAR Night of Champions Touring Awards at the Charlotte Convention Center. Kumpen joins Justin Haley (K&N Pro Series East), Todd Gilliland (K&N West), Cayden Lapcevich (Pinty's Series), Doug Coby (Whelen Modified Tour), Burt Myers (Whelen Southern Modified Tour) and Matt Bowling ( NASCAR Whelen All-American Series national champ) among those honored at Saturday night's gala. It's the Belgian-born driver's second visit in three years after capping off his second NASCAR Whelen Euro Series crown. "It's great to be back. It's a fantastic event, a fantastic week," Kumpen said. "We're really proud as European drivers that we can be part of the NASCAR family. The championship is growing, we had a sold-out event in the UK at Brands Hatch, so it's becoming big in Europe." Kumpen, 38, has already commemorated a special celebration of the championship in the Euro Series' season finale with a VIP guest. Kumpen has a connection with four-time NASCAR premier series champion Jeff Gordon that goes beyond the No. 24 adorning his Chevrolet: He hails from the same hometown in Belgium as Gordon's wife, Ingrid Vandebosch. Kumpen was already on edge entering the season's final weekend. Then came the e-mail popping into his inbox from Gordon, indicating that he'd be in attendance at the Zolder, Belgium, road course. "So the stress level went a bit up," he said with a laugh. "We asked him to become grand marshal of the race, which he did and which was fantastic for our championship." Kumpen said he was scheduled for a tour of the Hendrick Motorsports shop Friday with Gordon serving as his guide. But before the drivers don their formal wear for Saturday, the touring champions savored a rare opportunity to meet and interact, mixing it up in Thursday's karting challenge at GoPro Motorplex. "It's been super-special so far. Just being in the same place as all these other champions is super cool to meet them," Gilliland said. "I've heard their names and watched their races on TV, but I've never really met some of them. It's been really cool to meet them in an area like this and to be out here at GoPro Motorplex racing with them is awesome." RELATED: Meet Gilliland, complete NASCAR Next class Kumpen led the first half of a Media/Champions race then edged Haley by half a kart-length to prevail in the eighth annual Champions Karting Challenge. For the 17-year-old Haley, his participation in this week's events was a year-long wait after watching William Byron precede him as K&N East champion last season. "It's really, really cool what NASCAR does for us," Haley said. "I sat there last year and saw what William did on social media and how cool it was, so I thought it'd be a cool experience to come and do it myself."
Dale Earnhardt Jr. cleared to resume NASCAR competition
RELATED: Dale through the years " Recovery timeline CAIN: Dale Jr.'s strong stand makes him, sport better NASCAR premier series driver Dale Earnhardt Jr . has received medical clearance to resume his racing career, Hendrick Motorsports announced Thursday. Earnhardt, 42, was sidelined for the final 18 races of the 2016 season after suffering a concussion. On Wednesday, he participated in an on-track testing session at Darlington Raceway under the supervision of Charlotte neurosurgeon Dr. Jerry Petty. Earnhardt was cleared by Dr. Micky Collins, medical director of the UPMC Sports Medicine Concussion Program in Pittsburgh. Collins, who consulted with Dr. Petty following Wednesday's on-track activity, has overseen Earnhardt's rehabilitation program and also treated him for a similar injury in 2012. "I expected things to go really well yesterday, and that’s exactly what happened," Earnhardt said of an afternoon spent behind the wheel at the 1.366-mile South Carolina track. "Actually getting in a race car was an important final step, and it gives me a ton of confidence going into 2017." Earnhardt completed 185 laps in his No. 88 Chevrolet during the course of the nearly five-hour session. Crew chief Greg Ives was on hand to oversee his driver’s efforts as well. Earnhardt, recently voted the series most popular driver for the 14th consecutive season, said he expects to do more testing in January "to help knock the rust off." RELATED: Junior wins NMPA Sprint Most Popular Driver Award "When it's time to go to Daytona, I' ll be ready," the winner of 26 premier series races said. The 2017 racing season officially gets underway with the 59th running of the Daytona 500 , scheduled for Sunday, Feb. 26 (2 p.m. ET, FOX, MRN, SiriusXM NASCAR Radio). Earnhardt will not compete in the annual non-points, season-opening race, The Clash at Daytona International Speedway (Feb. 18, 8 p.m. ET, FS1, MRN, SiriusXM NASCAR Radio). Instead, HMS officials said Alex Bowman , who filled in for Earnhardt in 10 of the final 18 races of 2016, will drive the team's No. 88 entry. Bowman won the pole at Phoenix in November, his first in the series. "Everyone agreed that he more than earned (the opportunity)," Earnhardt said, "and (sponsor) Nationwide was 100 percent on board." RELATED: NASCAR community reacts to Junior's return It's possible Earnhardt could participate in up to two additional tests – Hendrick Motorsports is one of four teams expected to take part in a Goodyear tire test scheduled for Jan. 10-11 at Las Vegas Motor Speedway , and the season's first organizational test is tentatively scheduled for Jan. 31/Feb. 1 at Phoenix International Raceway . Collins called Earnhardt "one of the hardest-working patients I've ever encountered." "He's done everything we've asked, and we believe he is ready to compete at a professional level again and can withstand the normal forces of a race car driver," Collins said. "Dale has been very open with us, and we've had plenty of time for his treatment, so we feel very good about his long-term prospects and how this has been managed by everyone involved." Team owner Rick Hendrick said he's proud of Earnhardt "for listening to his body and standing up to take responsibility for his health. "He's worked extremely hard and set a terrific example for others," Hendrick said. "It's great news as we go into the offseason, and we can't wait to see him back on the race track at Daytona." In addition to Bowman, four-time series champion Jeff Gordon also drove for the team in eight starts during Earnhardt's absence. Earnhardt was 13th in points with six top-five finishes before being sidelined prior to the July race at New Hampshire Motor Speedway and wound up 32nd in the final standings. The 2012 injury forced him to miss two races; he finished 12th in points that season. &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/p&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;
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.
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 ."
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.
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
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: Week of July 28-August 3
Check out the lineup of NASCAR programming for the week