The National Association for Stock Car Auto Racing, or NASCAR for short, was
founded in 1947 by Bill France, Sr. With its primary headquarters located in Daytona Beach,
Florida, the sport it governs has become one of America’s favorite past times. The fast-paced
action and intense rivals have placed the sport at number 2 among sport fans, second only to the
National Football League. Races are held on oval or road tracks with speeds reaching upwards of
200 miles per hour (“About,” 2012). Understanding the target market for NASCAR can come
from a simple analysis of the website https://NASCAR.com.
Demographics and Psychographics
NASCAR is an extremely popular sport with a wide range of demographics and
psychographics. In the first years of the sport, racecar fans were mostly from the south where the
majority of the tracks were located. As time passed, the sport gained national acceptance and
tracks began popping up all over the country. As its popularity increased, so did its demographic.
The creators of the NASCAR website have learned to use both demographics and
psychographics to target their audience. Ads and information are placed on the website that
directly target each demographic. The age demographic for NASCAR is wide ranging. Age,
gender and household income are all aspects of the general demographic of any sport.
Psychographics compound on the general demographic by taking into account personality,
character and other lifestyle factors that influence an individual on a daily basis.
NASCAR is unique in the fact that what once was considered a sport primarily for “good
ole southern boys” has now turned into one embraced by individuals from all walks of life
including insurance executives and Wall Street bankers. Sponsors from agencies such as MetLife
and Allstate have gone so far as to sponsor entire races. The Brickyard 400 is now labeled the
Allstate 400, just to name one example. This kind of advertising draws in not only blue-collar
workers, but white-collar ones as well (“Smarter,” 2012).
NASCAR tailgate parties can be found almost anywhere. The psychographic includes
large race parties held in prestigious neighborhoods as well as the Sunday gathering at local
sports bars. The wide range of personalities and characteristics found in NASCAR fans has
proven the versatility of the sport. No matter where the race is being held, a survey of the crowd
will show individuals that include both men and women, all ages, races and occupational
Overlap Between the Sport and the Website
With the introduction of NASCAR.com, anyone with a computer or smart phone can
keep track of his or her favorite driver or changes that are being made to the rules and
regulations that govern the sport. Because not everyone can get to a track to witness a race in
person, the website fills a much-needed gap. If a paid subscription is purchased, fans can listen
to the race live or watch videos filmed from the in-car cameras that many drivers now carry on
board. Fans can hear live conversations between the pit crew and the driver that a person who
attends the track is not able to hear.
Many individuals who attend races often miss out on race action because much of their
view of the racetrack is limited. The use of the internet and accessibility to the NASCAR.com is
the primary way many fans stay up to speed about the sport.
Participants and the 5 Segments of Participation
There are several segments within the NASCAR sport population. Owners,
crewmembers, drivers, sponsors and fans all make up the general demographic of the sport.
Owners, many times are former or even current drivers within the NASCAR organization. Tony
Stewart, for example, has raced in almost every type of car imaginable and now, not only own
teams in several of the racing genres, but also continues to drive the NASCAR circuit.
Crewmembers are responsible for the maintenance and performance of the racecars both
on and off the track. The crew chief must remain on top of any changes that need to be made and
alterations that are called for when new regulations take effect.
The drivers are the fan favorites. It is up to them to perform well on the track and
maintain a solid fan base to keep people interested in the sport and its sponsors. Drivers are the
face of the sport and the rivalries between them is what makes the sport intriguing to many
Fans make up the largest aspect of the racing demographic. Without them, there would be
no need for sponsors. Fans wear clothing that advertises not only their driver, but also the
sponsors who make sure he has a car to race each week. The fans spend the money on clothing
and souvenirs that keep the sport high on the pedestal of public approval. Fans come from every
corner of the country and make up the most diverse audience of any sport ever played.
Sponsors include companies from many different industries including insurance,
manufacturing, banking and financial, health care, and the food industry. Buying sponsorship in
a NASCAR franchise enables a company to reach millions of viewers each week without as
much as a television commercial (Kinney, McDaniel, and DeGaris, 2008).
NASCAR has become a sport for the age. No matter who you are, where you live, or
what you do for a living, the majority of the population has a favorite driver or supports one of
the organization’s many sponsors. The NASCAR website is the hub that brings all aspects of the
sport together in one convenient, all-encompassing location.
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