Attendance
Auto
Racing is the fastest growing spectator sport in America.
According to Simmons Market Research Bureau, 46-million
adults in the United States are interested in motorsports.
These
fans make purchase decisions every day. They purchase gas, oil,
and parts for their personal vehicles, buy new homes and make
home improvements, subscribe to cable and satellite TV, and buy
consumer products on a daily basis to meet their own personal
needs and those of their families. Attendance at Dirt Late Model
racing events has grown over 150 percent since 1996. Dirt Late
Model racing events provide race fans with affordable racing
action for family members of all ages. A large part of this
growth can be attributed to new state-of-the-art venues with
larger seating capacities.
Brand
Loyalty
The
auto racing fan has proven to be the most loyal of all sports
fans in supporting those goods and services of the companies
that sponsor their favorite sport. Market research has shown
that Dirt Late Model racing fans develop strong loyalties to the
products and services they see at the race track.
The effectiveness of motorsports sponsorship is backed up by the most
recent Consumer Automotive Repair Study (CARS) done by
Automotive Marketing, a sister publication to Motor Age. In that
research, 18.6% of consumers surveyed indicated that they
believed products used and/or endorsed by race drivers or teams
are better than those which are not.
That
survey was conducted over the general population at large, not
necessarily race fans. So close to a fifth of the population
sees value in product association with motorsports.
One
of the most popular features of Dirt Late Model racing events is
the fact that fans are granted access to the drivers and teams
in the pit area. According to the "Sports Economic
Study" of Robert Baade at Lake Forest College, race fans
spend an average of $5 to $6 apiece per event on souvenirs,
while other sports fans spend an average of $1.50.
The
Fans
By definition,
the motorsports enthusiast is a brand-loyal, free spending fan,
who feels an obligation to support companies that provide the
sponsorship for their favorite teams and drivers. Dirt Late
Model demographics provide an ideal match for the marketing
objectives of both automotive and non-automotive sponsors.
Specifically, when you put the spotlight on the typical Dirt
Late Model fan, he has the following profile:
