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Busch Tall Boys at NASCAR Hour

February 24, 2009

It was NASCAR hour in The Lair – 4pm last Friday.  We settled comfortably in our sofa and chairs, all the usual suspects plus a couple special guests, armed with Busch (24oz) Tall Boys – you know, to set the mood.   Few of us had followed NASCAR in the past…much less knew the history, distinctions between the racing series, sponsorship parameters, sources of revenue, fan profiles, etc…

But now we do.

It's this...

It's this...

Not this...

Not this...









It's this...

It's this...

Not just this...

Not just this...













It's this...

It's this...

Not just this...

Not just this...










OK, it’s still a lot of the latter, but the point is it now encompasses much more.

NASCAR fans comprise an increasingly diverse community – 40% female and 18% minorities (black/hispanic).  With tracks in cities such as Chicago, LA, Montreal and Vegas, it has long since emerged from its southern “moonshine running” roots.  And it’s the #1 spectator sport in the country (TV ratings second only to the NFL) with a loyal, passionate fan base that doesn’t get irritated by widespread corporate sponsorship, but instead actively seeks out products from sponsors of their favorite driver.

Which means that, as marketers, we should be aware.  It’s not always an appropriate “vehicle” – but it should probably be a consideration more often than we give it credit for.  Take a look at it.. I’m glad I did.

And yes, I enjoyed my Busch Tall Boy.

3 Comments leave one →
  1. Heidi permalink
    February 24, 2009 10:52 am

    I read Greg’s informative, thorough POV deck on this yesterday. Great stuff.

    In support of the note about the diversity of fans, my South Indian husband is all about NASCAR, and often reminds me who our guy is. I’m not positive, but I think it’s Tony Stewart. That tells you how much *I* care about this sport.

    I do have much respect for the technology behind the cars, the on-track communication, and the telemetry. I’ve learned a bit about all that from the wildly entertaining BBC America show Top Gear. One of their stock segments is putting a celebrity, such as Mark Wahlberg, in a car to see how fast they can go around their test track:

  2. Crystal permalink*
    February 24, 2009 8:10 pm

    Great post and even better rap session on Friday. I learned a lot and had fun doing it. What does a diva wear to a stock car race?

  3. Holly permalink
    February 25, 2009 4:00 pm

    I am loving this… keem ’em coming. As you know I am always more than willing to talk NASCAR and the boys of. Thanks so much for including me in your research (i think) and the rap session on Friday. So much fun!

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