One of the US’s largest telecommunications companies launched a strategic marketing and public relations plan, which found that more than 90 per cent of fans are now aware of Nextel as the title sponsor.
Its presence has included at-track branding, national promotions, advertising campaigns and proactive media relations, which, the company claims, resulted in a conservative return of $100million in earned media value.
"Entering into our partnership with NASCAR was one of the best decisions we ever made," said Tim Donahue, president and chief executive officer of Nextel. "We are grateful to the NASCAR community and the fans for their acceptance. The Nextel team has worked tirelessly to earn the trust of the people who not only run the sport, but more importantly, support the sport."
Following integrated business marketing plan, the company increased its customer base of NASCAR fans. These customers were said to bring in average revenues 20 per cent higher than the average Nextel subscriber.
Nextel has also seen a 400 per cent increase in its customer base within the NASCAR industry - including teams, tracks and other related vendors.
