Académique Documents
Professionnel Documents
Culture Documents
Bu rnham Mo torspo rt s
75 Million fans
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Over view of NASC AR R eg ional R acin g Ser ies Fa ns
NASCAR regional racing series fans are:
1.Gender neutral with a strong female following
3.More likely to be seasoned NASCAR fans and as a result have a stronger connection
with the sport
Meth odolog y
NASCAR regional racing series fans are NASCAR fans who indicate they are fans of the NASCAR
West Series, NASCAR Busch East Series, NASCAR Whelen Modified Tour, or NASCAR Whelen
Southern Modified Tour. Other NASCAR fans are NASCAR fans who are not fans of any NASCAR
regional racing series.
NASCAR regional racing series fans are nearly twice as likely as other NASCAR
fans to be avid fans of NASCAR.
NASCAR Regional
Other
Fandom Racing Index
NASCAR Fans
Series Fans
Avid NASCAR
61% 34% 179 *
Fans
Casual NASCAR
39% 66% 59 *
Fans
NASCAR regional racing series fans are more likely than other NASCAR fans to
have followed the sport longer.
NASCAR
Other
Regional
Tenure NASCAR Index
Racing
Fans
Series Fans
5+ Years 83% 68% 122 *
10+ Years 60% 44% 136
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“I feel like I am part of the
NASCAR family” 177
“I am becoming more
interested in NASCAR racing” 139
“I can relate to NASCAR drivers in a
way I cant relate to other athletes” 126
I love cars 118
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Have ever been to a
NASCAR race 179
Likely to attend a NASCAR
race in the next year or two 164
Have been to a NASCAR
race within the last year 143
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I support NASCAR and its drivers by
buying sponsors’ products 167
When I buy NASCAR sponsors
products I feel like I am making a 144
contribution to the sport
I know which companies sponsor
NASCAR and its drivers 131
NASCAR is the kind of sport that
needs corporate sponsorship 102
NASCAR drivers could not run their
cars without sponsors’ support 100
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INTRODUCING John Burnham
QUARTER PANEL
HOOD
TV PANEL
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Primary Sponsorship - continued
Sponsor will receive recognition as the Primary Sponsor on all team uniforms in
the Nascar Whelen Modified Tour including the drivers uniform, the entire pit
crew and the crew chief for all sponsored races included in the term of the
agreement.
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3. ASSOCIATE SPONSOR RIGHTS
B-Post
Front Quarter
Panels between
the number and
rear tire.
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3. NATIONAL ADVERTISING RIGHTS
Sponsor will have the right to use the names, voices, signatures and likeness of
Burnham Motorsports driver for advertising and promotions during the term of
the agreement.
Burnham will provide Sponsor with photos from one (1) professional photo
shoot of the designated primary driver (Modified Tour), car and select Sponsor
products.
Sponsor may use the Burnham Team name, logos and other registered marks
for advertising and promotion.
Sponsor may use images of the Team’s equipment competing in the designated
Series for advertising and promotional use including, but not limited to cars and
haulers.
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4. IT’S ALL ABOUT ACTIVATION!
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LEVERAGE THE CAR TO INCREASE SALES
For each of the primary sponsored races, Sponsor may designate one (1)
business partner to receive Associate Sponsor signage on the designated car.
This benefit may be used as a tool to leverage sales and merchandising either
nationally or in designated race markets. Sponsor may leverage positioning on the
car along with other benefits provided in this proposal to help the sponsor grow
its business!
Burnham Motorsports and our current marketing partners will work hand in
hand with Sponsor to build a successful activation program.
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SHOWCAR APPEARANCES
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LEVERAGE DRIVER APPEARANCES
Your Primary Driver will be available for at-track hospitality events and
other at- track events for each designated event, subject to the series’
schedule.
Your Primary Driver will be available for Away From The Track
appearances in each primary sponsored race market in the days prior to
each event. Events may include:
Promotional appearances at retail locations
Private customer dinners hosted by the Sponsor in each market
Other public or private events to be designated by Sponsor
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CONSUMER PROMOTIONS
Burnham will work with Sponsor to develop unique consumer
promotions that may be offered through select retailers. Many of the
nations leading brands have gained market share by providing
unique promotional activation for the retailer.
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VIP HOSPITALITY & MEET THE DRIVER EVENTS
Burnham may provide one (1) VIP Hospitality Tent at a mutually
agreed upon number of NASCAR Whelen Modified Tour events.Sponsor
may use this unique experience as a consumer promotion with key
customers or designated retailers. Burnham will oversee each
hospitality event along with an Sponsor representative. Each VIP
hospitality event will include the following:
Burnham will work with sponsor to drive traffic to its website. The
NASCAR season runs from April – November with millions of fans
constantly visiting the website of their favorite team and driver.
Burnham will place the Sponsor logo and a link to the sponsor’s
website on the home page and on the primary driver’s page on the
teams website.
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MERCHANDISING
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ADDITIONAL VIP EXPERIENCES
The Team and Driver will work with Sponsor to provide unique VIP
experiences at each event. These experiences may be used as
incentives or promotions. Opportunities include, but are not limited
to:
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5. PUBLIC RELATIONS
As a sponsor, the Team will provide your organization with a Public
Relations Manager to assist in Sponsor marketing and PR efforts
related to your partnership.
A Public Relations Manager will assist as follows:
– Working with national and local media outlets to develop race
team / sponsor coverage
– Assist in development of a media kit and race related PR Items
– Provide weekly race reports (pre and post) to sponsor and key
media outlets
– Contact and develop story angles (national and local)
– Assist with sponsor requirements as necessary to include (but
not limited to) the following: pre-race guest tours, coordinate
victory lane activities, race ticket purchase, pit pass lists for
NASCAR, etc.
– Working closely with NASCAR PR to ensure inclusion in all
media opportunities
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PROPOSED
TERMS OF
AGREEMENT
BECAUSE YOUR OBJECTIVES ARE UNIQUE,
WE WILL CREATE A CUSTOMIZED
PACKAGE TO MEET YOUR OBJECTIVES!
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PROPOSED TERMS OF AGREEMENT
Term: Terms are available in one, two and three year term commitments.
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NOW LET US SHOW YOU WHY BURNHAM
MOTORSPORTS IS THE MARKETING
VEHICLE OF CHOICE FOR AMERICA’S MOST
TRUSTED BRANDS!
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