NASCAR's recession pit stop recharges branding program

Geoffrey Precourt
Warc

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 take long vacation or extended weekends and they arrive in families and groups.

Kim Brink

"They'll come for two weeks to [Daytona International Speedway] and camp out. When the economy hit those fans," many racecar enthusiasts had a choice: pay their mortgage or come to the race. And they stayed home to pay their bills.