Sports Marketing & Sponsorship
Case Study:
Sunoco NASCAR Partnership
Objective
Increase brand exposure/awareness to drive purchase intent.
Strategy
- Develop a highly visible/fully-integrated marketing partnership with NASCAR.
- Leverage Official Fuel of NASCAR sponsorship as key category differentiator.
- Showcase Sunoco brand as a high performance/high quality gasoline.
Results
- Sunoco moved into the top 5 in TV exposure among Series & Event sponsors.
- On-air mentions increased 500%+ in 2008.*
- Consumer awareness of Sunoco’s NASCAR involvement was overwhelmingly impacted through media integration; TV as lead driver.**
- Awareness of sponsorship increased purchases significantly.**
Sources: *Joyce Julius; **ithink
Additional Comments
For more information, contact Millsport Motorsports at (704) 262-6470.
