NASCAR SPONSORSHIP GEARED TOWARD WOMEN
We all know that NASCAR fans are 75% more likely to purchase items that are endorsed by NASCAR or a favorite driver, and 40% of all fans are females with the majority of the purchasing power. So, with numbers as high as these, I don't see why more sponsors aren't focusing more on women. A discussion today made me think about what makes a "loyal" fan. A loyal fan is someone who will not substitute another brand based on price or availability. That means that I am not a loyal fan. I don't feel compelled to always buy something simply because it is endorsed by NASCAR if there is a cheaper substitute. I don't think NASCAR has any female-only products. I could care less which home improvement store or energy drink is advertised. But I would purchase something that was specifically geared towards women. And not just the stereotypical sponsors like Tide or Target; women aren't the only people who have laundry needs. I'm talking about brands such as Tampax, Maybelline, Herbal Essences, or Victoria's Secret.
I think the entry of Danica Patrick would be a great opportunity for sponsors to jump in and target the female fans. I don't think the men in the sport would jump at the idea of driving the Tampax car, but Mark Martin drove the Viagra car with no shame. I would become a "loyal" fan if a driver, male or female, would seek out a sponsor that supported the primary needs of women.
And that's the view from here.
JS
Comments
Believe it or not there is a car that has a female product logo on it. Is it a primary sponsor no however it is still on the car in the Nationwide Series. Next time you get a chance check out the Kotex decal on Jason Keller's Kleenex car.
Posted by: Cecelia | September 30, 2009 2:18 PM
News flash, our purchases aren't limited to female products.
Posted by: Trop | October 5, 2009 11:37 AM
I agree that female purchases are not limited to feminine hygeine products. However, how many companies that cater to women in our country find it necessary to promote through racing? Yes NASCAR's viewership is 40% women, but how many women does that actually amount to in the country as a whole? Kotex took a leap of faith to have a sponorship in the Nationwide series. I am an avid race fan and a female, and I don't watch the Nationwide series enough to know Kotex was even a sponsor.
So yes, I agree that bigger women companies should sponsor race teams. However, it may not affect my loyalty.
Posted by: Candayce | October 11, 2009 11:27 PM