NASCAR's recession pit stop recharges branding program

This event report looks at how NASCAR, the US car racing league, reoriented its business towards attracting new millennial fans in response to economic recession.

NASCAR's recession pit stop recharges branding program

Geoffrey PrecourtWarc

In 2008 and 2009, NASCAR – not to mention the global economy – went off the track.

NASCAR (the popular acronym for the never-remembered National Association for Stock Car Auto Racing) is the largest sanctioning body of stock-car racing in the US. And, the recession hit the organization "particularly hard" for a couple of reasons, according to Kim Brink, vp/marketing. "One is the nature of our fans: They tend to be everyday working Americans, but they spend a disproportionate amount of their income coming to our races. They tend to...

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