Dive Brief:

• NASCAR has teamed with major sponsors Busch Light, Coca-Cola, Geico and Xfinity, on a new national campaign that celebrates fans and the 75th anniversary of the auto racing sanctioning body, according to a press release.
• “Thank You, Fans” marks the first time the four marketers have joined NASCAR on an integrated campaign across traditional, social and experiential touch points. A 30-second ad aired during the first Chicago Street Race this past Sunday.
• The effort is also designed to boost the new loyalty program NASCAR Fan Rewards. During the weekend of July 8 and 9, award points will double for users who engage with the leaderboard during select events.

Dive Insight:

NASCAR is uniting its biggest partners for an integrated campaign spanning social media, radio and TV platforms. “Thank You, Fans” acknowledges the league’s history, while also integrating new platforms to keep it relevant for younger fans. The campaign comes at not only a historic point for NASCAR, but also as the league faces increased competition from Formula 1, which has seen a surge in U.S. viewership.

Ongoing efforts to better compete by engaging younger fans have seen the auto racing organization embrace esports. This week, it announced a new partnership with Gen.G to host The Pit Stop at the Rocket League Championship Series in Boston on July 8 and produce content by esports creators from NASCAR races.

“Thank You, Fans” will be supported by content produced by NASCAR studios, including a weekly video series showcasing fans at auto racing events and messages from drivers. The studio will also produce social and digital content for the campaign.

NASCAR has made other attempts to stay relevant. It launched the Fan Rewards loyalty program earlier this year. In early 2022, partner brand Busch Light announced a $10 million investment in women NASCAR drivers over the age of 21.