Only the NFL has more regular television viewers. Ten years ago the sport's top corporate sponsors were mostly pushing products you could drink, chew or smoke. Today official sponsors include Kodak, Circuit City, Gatorade, Kellogg, MCI, and True Value. For sponsors, Nascar may be the best buy in sports, for a simple reason. Fans spend freely to support the companies and brands that back their favorite drivers.
Fans are no longer poor trash.
They have disposable income, and are extremely brand loyal. Assume that Nascar fans are your target market. You become an official corporate sponsor. Using the IMC structure, how would you integrate the nascar sponsorship in with other promotions, advertising, direct selling . Levi's didn't recognize that kids don't wear the same jeans as their parents.