The Nascarization of a Nation

With a move to Charlotte, NC, I was catapulted into the culture of racing after my first RACE WEEK. There I sat in bumper to bumper traffic on my way to shop at Concord Mills Mall next door to Lowe's Motor Speedway. Yes, I had seen the advertisements and the signs for RACE WEEK but I had not realized the true impact of this sport on the local and larger economy. What I came to learn is that Racing is not just sport folks, it is truly a LIFESTYLE! Fans literally follow their favorite drivers and race teams across the country with a show of loyalty that cannot be compared in any other sport. Research shows that fans spend $2 billion a year on licensed items, are 75 million strong and 3 times as likely to try and purchase sponsors' products and services.

A minority in many ways to this sport, I had a lot to learn especially since I was working for a company whose marketing mission became...sell our souls for NASCAR affiliation! The company was "donating" thousands of dollars worth of product to insure placement on select Race Team Cars and for the chance to be named "official sponsor." Of course, based on the previously listed information, we see that "sponsorship has its privileges.....cash in the bank and fan loyalty." Yet, I could not believe the lengths people would go to for a partnership with NASCAR. It is no wonder NASCAR CEO, Brian France is on the Forbes list of billionaires.

After much research into the psyche of the NASCAR fan base, I discovered that 60% are Male and 40% are Female. The women apparently enjoy the machismo and the good looking male drivers and the men like the fact that the drivers are regular guys that drive "souped up cars," and have a need for speed. Unlike other sports like basketball or football where you have to have height, brawn or some other special skill, NASCAR drivers are considered "regular" guys.

The other aspect of the NASCAR love affair is the fact that it brings families together. Fans travel in RV's, stay in hotels or with family members during week-end races making it affordable vacation/entertainment option. To fans NASCAR represents, Family, Fun & Food. The mention of food brings me to another point. NASCAR food and recipes run the gamut, and with the increase of female fans, tailgating parties have taken a whole new turn. As one USA TODAY story pointed out: "It's not just hot dogs and hamburgers anymore. The NASCAR gourmands are pulling out the steaks, scallops and the shrimp cocktail."

Food Network Star, Chef and Restaurant Owner Mario Batali has written Mario Tailgates NASCAR Style. The cookbook is filled with 100 recipes that include "regional favorites and classic grilling recipes" from and and for race fans. In the book and tours, he teams up with 2 Brothers Barbecue Sauce and Seasonings which is the officially licensed Barbecue Sauce of NASCAR. 2 Brothers is the next generation of the Bryan Family known for their famous BRYAN GOODS "Flavor of the South" brand. The company was founded in 1936 and has been part of Southern Tradition every since. I had the pleasure of sampling this new sauce and thoroughly enjoyed it. The packaging makes it easy for transport and storage and the flavor and consistency is light with a hint of spice. The new sauce can be used on pork, beef, fish, steak, burgers and anything else you cook in the kitchen or on the grill. Another nice product feature is that it does not caramelize on the grill.

They say FOOD is the best way to a man's heart. Well it also seems a great marketing tool for both NASCAR, 2 Brothers and Mario Batali. Everyone eats and behind every race car is a kitchen that is hidden in the crew pit or between the hauler and trailer of trucks that transport NASCAR Cars from city to city. So, between the loyal fans, NASCAR Teams and the newly licensed NASCAR meat; YES Meat, these two products should be extremely successful.

Rev up your grill folks and get ready for a great race $eason!